According to the Ecommerce in Italy 2023 report published by Casaleggio Associati, the e-commerce sector in Italy continues to grow at a double-digit rate, with an increase of 19% this year, reaching a turnover of 75 billion euros. This growth has been primarily driven by inflation, which was 10.5% in 2022, impacting the entire supply chain, particularly those who purchase products from China, as shipping costs increased tenfold. This inflationary trend has affected consumers, resulting in reduced purchasing power and a shift towards second-hand and repair sectors. The other half of the growth was brought about by innovative business models by market operators, investing in new ways to access the market. Retailers are increasingly transforming themselves into marketplaces for third parties. This shift in the balance of power within the supply chain is having a transnational impact. The majority of western retailer producers are in Asia, and Asian producers are starting to sell directly via their websites and marketplaces, bypassing the need for retailers and physical distribution networks. The use of artificial intelligence (AI) is also accelerating this trend, facilitating manufacturers in the creation and marketing of their products. Marketplaces are becoming a popular choice for e-commerce operators in Italy, with 65% of them claiming to be present on at least one marketplace, which is a significant increase from the previous year’s 49%. The number of marketplaces that businesses use is also being rationalized, with 46% of companies using only two or three platforms. For a quarter of those who use marketplaces (23%), these channels generate more than 75% of their turnover, while for another fifth (18%), they generate more than half of their turnover. Amazon, eBay, and ManoMano are some of the most used marketplaces, while Leroy Merlin, Decathlon, and Kasanova are newer entrants to the market. The use of marketplaces can be an advantage for businesses looking to showcase their offerings in different sectors, as they can provide up to a 24% price advantage for the same product.
