internationalization

e-commerce:

a way to sell products abroad

out

line

2

e-commerce: 2011 trends

online B2C sales are increasing at high growth rates (more than 10%), all over Europe

althought the online market is not so huge (less than 7% on total retail sales in UK; almost 2% on total retail sales in Italy), positive trends seem to be clear and e-commerce is expected to be more and more strategic for companies

3

e-commerce: 2011 key indicators

U K D E F I

51 €bn

34 €bn

20 €bn

8 €bn

+10%

+10%

+12%

+20%

amount of online B2C sales of goods and services in 2011 (billion €) and annual growth rate, in some european countries

source: Politecnico di Milano, 2011

4

e-commerce and the online/offline effects

the online sales of goods, services and digital contents, combined with the amount of offline purchases pushed by the web (research online and purchase offline - ROPO), generates in Italy a total turnover of more than 28 billion € in 2010, the 1,9% of GDP.

Source: Boston Consulting Group, 2010

onlinesales

11,1 €bn

ROPO

17 €bn

28,1 €bn

1,9% of GDP

focus | italy

5

e-commerce, a driver for selling abroad?

14,7% is the average

rate of exportation on total sales, for italian enterprises using e-commerce5,4% is the average export rate for other enterprises

61% of the panel (1.000

italian enterprises interviewed) can sell abroad thanks to the e-commerce channel

Source: Boston Consulting Group, 2011

€€€€€€€€€€

focus | italy

6

e-commerce abroad: find your right target

“Online addected”

Mid-high liking to purchase online and

to act on the web

DenmarkFinlandGermanyHollandNorwayUnited KingdomUnited StatesSweden

“Online active”

Mid-high liking to act on the web but mid-

low liking to purchase online

AustraliaBelgiumCanadaIrelandIslandNew ZelandSwitzerland

Mid-high liking to act onlineMid-low liking to act online

Mid

-low

liki

ng

to

p

urc

ha

se o

nlin

eM

id-h

igh

liki

ng

to

p

urc

ha

se o

nlin

e

Source: data processing on e-intensity index, Boston Consulting Group, 2011

7

e-commerce strategy: what to remember

online sales are increasing althought the crisis and its effects on companies and families

e-commerce doesn’t push online sales only: we recognize a positive side effect on consumer expenses due to online presence of companies and their products (ROPO modality)

italian companies selling on the web show an export rate three times higher than other companies; what’s more, most of them can sell products abroad thanks to e-commerce channel

actually, not all countries are “online addected”: a right e-commerce strategy should be focused on areas with mid-high liking to act and purchase online

STEFANORIGOLETTIGblog |aziendainaula.com/subtexttwitter |@s_grigolettiskype |stefano.grigoletti

e-commerce:a way to sell products abroad

2012

9