Fashion, beauty and design, the engines of eCommerce sales in Italy

Let those who have never shopped online cast the first stone.

And yes, that also applies to that time you ordered the centerpiece for your uncle. Whether it's that wonderful handbag that costs so much more in the shop or that pair of shoes that can't be found anywhere, not even in Milan, everyone sooner or later stumbles upon the world of eCommerce and - let us tell you - they get hooked taste. It can happen that we remain victims of doubt, but today more often than ever people are turning to the internet to make their purchases.

The data speak for themselves: the growth of B2C eCommerce in Italy increases every year more and more, even if we remain a little too far behind the other European countries. However, we are expanding, and as Italians the rapidly developing sectors are those that we can imagine: clothing, beauty and furniture.

Online shopping according to Italians

2019: The value of online shopping so far this year amounts to €31,6 billion, with 15% more than in 2018. Numbers that make your head spin, estimated by the School of Management of the Milan Polytechnic and by Netcomm. On the first place of the podium there is naturally the clothing sector, with a penetration rate of 9% that is unmatched. Italian digital consumers are aged between 35 and 44 years old, closely followed by the age group from 25 to 34. According to what was stated by Alessandro Perego, scientific director of the Digital Innovation Observatories of the Polytechnic: «Twenty years after the first research published by the Observatory, eCommerce has undoubtedly become a phenomenon of absolute importance: a priority channel of relationship with customers through the development of ad hoc services and huge investments in logistics, IT and network infrastructures».

Italians buy clothes, and they mostly do it from their own smartphones or mobile devices – which in 2018 became the reference channel for the generation of B2C eCommerce demand. It also turns out that many people don't just buy for themselves, but also for those who don't trust the media enough to want to enter their personal credit information. In a nutshell, the eCommerce market touches everyone, and will become more and more predominant in our daily lives.

Why buy online?

Seems like an obvious question, but seen the crisis that has crossed the clothing sector, it is not at all. More and more physical stores are closing and making way for online stores – much cheaper in terms of maintenance. Buying a nice sweater from the sofa at home is certainly very rewarding, especially because it allows us to satisfy "a need" without having to get dressed, take the car, go to the mall, dodge howling children and maybe even get to the store to discover that your size is out of stock. The power of the network is that of penetrate through social media, or advertising channels that we voluntarily insert into our lives, allowing them to influence us in some way. How many times have we been convinced to make a purchase by that beautiful post on Instagram?

The core of this penetration activity is therefore a business focused on the personalization of navigation and on facilitating the buying process not only when you want, but also where you want. Let's think, for example, of Amazon, which has designed an algorithm capable of designing clothing items based on the collection of data, preferences, images, texts and sounds. It seems like something that belongs to the future, but it is already part of our daily experience. And where does the human component end up in all this? The sentence is yours.