A BOOM, rather loud explosion. Of those strong enough to leave a deep impression. According to the Online 2011 Trends in fact, research from the Centre for Retail Research in Nottingham, e-commerce in Italy had exceeded 10.25 billion euro. With an annual growth of 25 per cent, in theory has thus exceeded the revenues of the television market, not to mention those of the cinema, publishing and video games.In short, in 2010, despite the climate crisis and heavy in terms of consumption, here we online shoppers spent € 1173 on the Web well-to-head more than the average European firm in 1072. With 27 articles per capita, we buy more things on the Net of the Germans (but spend more on the whole) just behind the Danes who come to 30.
Not only that, we are also the fourth largest market in terms of European e-commerce, behind the usual England (52.1 billion), Germany (39.2 billion) and France (31.2 billion). "We expect online sales continue to grow much over the years to come," says Pierpaolo Zollo, Country Manager, Kelkoo, which commissioned the research.
Able to compare offers from 44 million to more than 10 000 online stores, Kelkoo is one of those reference points used when searching for best price among the many listings of the Web reference point used in this case, 10 million unique users per month. People so entrenched in e-commerce and now claims that by 2012 Italy will reach 12.29 billion euro, an increase of 20 per cent against an average of 18 the rest of Europe.
Miracle. Too bad that the data on Kelkoo and the Centre for Retail Research in Nottingham are in stark contrast to those provided by the Politecnico di Milano, which controls this area for years on behalf of Netcomm, the consortium of companies that sell goods or services on the Net. At the time of landing over here at Amazon, last November, the University informed as each year the numbers of e-commerce ours, with its turnover by six and a half billion € and 10 compared with countries sail on 34 as England, the 26 billion in Germany, 14 in France.
Only 12 percent of the Italian population, according to the University, purchased something on the Internet compared with 64 percent of Danes, 66 British and 42 of the European average. "From research to Kelkoo - Smooth said Roberto, President of Netcomm - Italian Consortium of E-commerce - buying online is clear that the Italians, 32 percent more than Germans and Swedes.
The British who then buy online double the Italians According to this analysis includes only 29 per cent more. These figures do not correspond to the estimates that we will collect for years and even international ones from Forrester and other research institutes. As for the total turnover of eCommerce, the estimates do not fit either over the data we collect with the Politecnico di Milano in Italy and also are significantly overestimated those of other European countries.
We therefore wonder what is the methodological basis for Kelkoo and invite to work with our analysis in order to share a unique methodology, joining us in the research we do on this field for over 10 years, practically since its birth in our country. "In short : too sharp differences because both versions are true, and Smooth is right on this.
Almost at the Centre for Retail Research in Nottingham on the one hand, the Politecnico di Milano and other Forrester had considered two completely different countries. O the same nation but with completely different intentions.
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