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2020 was a "boom" year for e-commerce: due to the pandemic and travel restrictions, Italians changed their consumption habits, opting for online purchases of goods and products. Now that the national health situation is significantly improving and most restrictions have been eased, what are the numbers for electronic commerce? What are the expectations for 2021?
Expectations for 2021
There are many research studies and market analyses on the subject. From all of them, it is clear that the digital evolution that began to establish itself in recent years has now become a priority that the Italian business world must pursue effectively and quickly.
What happened in 2020 and what we are still experiencing in 2021 has radically changed the habits of Italians, bringing even those who were not accustomed closer to digital.
So, if 2020 was the year of acceleration, 2021 will bring a stabilization, followed by a turning point in 2022.
The e-commerce sector is in a mature phase and there is no turning back. For this reason, it will be increasingly essential for small and medium-sized enterprises to integrate and prioritize digital channels in their organizational models.
The numbers: Food & Grocery first in the rankings.
Looking at the numbers, the data varies by sector. For example, Food & Grocery is the most dynamic online sector, meaning it has the highest growth rate. After marking an increase of about +84% in 2020, a double-digit growth is expected for the current year: +38% (data from the Osservatorio eCommerce B2c Netcomm - School of Management of the Politecnico di Milano). Looking at the different segments that make it up, it is evident how the restrictions related to the pandemic have actually favored a development process of B2c eCommerce. Grocery (i.e., supermarket products) grows by +39% in 2021 and approaches 1.4 billion euros. Food Delivery (i.e., ready meals) grows at a sustained pace in 2021 (+56%) and exceeds 1.4 billion euros. Even Enogastronomy (niche food products) records an increase of +17% and reaches 750 million euros.
From Health & Pharma to fashion, all sectors are involved.
Health&Pharma products are also increasingly being purchased online: in 2021, the e-commerce of this sector is estimated to reach a value of 1.5 billion euros, with a growth of +43.3% compared to 2020.
Fashion is no exception: the report "McKinsey Global Fashion Index Analysis 2021" states that digital will be the biggest opportunity for the fashion industry.
In short, all sectors, without exception, have been involved in this evolution, and even brands or businesses that were not strong online had to adapt.
The numbers of B2C e-commerce
According to data related to B2C, the global revenue from e-commerce is expected to increase from 481.2 billion dollars in 2018 to over 710 billion by 2022.
This is also confirmed by the latest e-commerce report from Casaleggio Associati: B2C revenue would now represent about one-fifth of total retail sales. It is not just an Italian phenomenon: online retail purchases have increased in all countries by over a quarter. There are also some nations, such as Argentina (+79%) and Singapore (+71%), for example, where the growth rate of online B2C sales is significantly higher than the average. Italy, however, is not far behind, and its growth rate is above the global average.
B2B e-commerce
It is not only B2C that drives sales: e-commerce has also been quickly adopted in B2B. In fact, 55% of Italian B2B companies with a turnover of 2 million euros or more are active in online sales with their own website or through marketplaces.
Certainly, 2020 was a year of significant changes: for 48.6% of businesses, the pandemic pushed the digitalization of B2B processes, 23.8% felt the need to invest in digital solutions, and 18.4% initiated projects. This evolution has not yet translated into growth for B2B eCommerce. However, as the perception of individuals and businesses towards innovation has changed, it is very likely that in the coming years we will witness a strong increase in the pervasiveness of digital tools in business processes.
Conclusions
In conclusion, although the year 2021 is not yet over, the numbers and market data speak clearly. The behaviors, preferences, and mindset that consumers have adopted during the pandemic have generated changes that are set to last. Italians have already become accustomed to using digital services and channels, and they will increasingly use them in every area of life, both in their private and professional spheres.
Author: Alessio Hocevar
CHIEF EXECUTIVE OFFICER
Doctor Alessio Hocevar, our expert in SEA (Search Engine Advertising), SEO (Search Engine Optimization), and SMO (Social Media Optimization), graduated in Communication Sciences and Technologies. He also deals with copywriting, email marketing, and video marketing. Certified in Google Ads Fundamentals and Google Shopping.