Ecommerce and Mobile revenue growing

E-commerce is growing in Italy, and for everyone, it can represent a new opportunity to increase their market share, especially with the positive forecasts for the future with the spread of 5G technology. Studying the purchasing choices of those who are already e-shoppers can help everyone understand what online users are looking for.

Payment methods and online security for growing revenue

A careful analysis of the digital market has been conducted by Casaleggio Associati, which has made available the 2018 Report https://www.casaleggio.it/focus/rapporto-e-commerce-in-italia-2019/ on online purchases and the habits of Italians. The goal is to help companies understand the critical issues in the sector and how to leverage all the potential of online shopping to increase their revenue.

The first thing to highlight is that Italians are particularly attentive to payment security when shopping online. 53% of Italians prefer payments through Paypal or digital wallets, as this allows them to avoid providing bank account or credit card details. 41% prefer credit cards, but most of these prefer virtual or prepaid cards. These cards are usually loaded with small amounts, often just enough for a single purchase, as the desire to protect personal banking data is a key concern. There are still some people who prefer to pay cash on delivery, but this is a rather low percentage, partly because there are usually cash-on-delivery fees. Additionally, there are users who pay by bank transfer, usually for larger amounts, and gift cards and vouchers are also appreciated. This means that to have a successful e-commerce, it is necessary to provide customers with payment methods that meet their needs; in fact, the same report shows that unfortunately, there is still a high percentage of abandoned carts.

28% of e-shoppers report abandoning their cart because the checkout process is complicated, while 13% state that they cannot find a suitable payment method for their needs.

The success of subscription-based sites

Subscription-based purchases are gaining particular success; for example, consider Amazon, which offers particularly favorable conditions to customers subscribed to Amazon Prime. The success of this purchasing method is leading many e-commerce giants to adapt; for instance, subscription services are offered by Zalando. This type of service, for a small subscription fee, provides free shipping, discounts, selected products, in short, a high-quality service perfect for those who love shopping online. Italians obviously prefer home delivery, although the option of in-store pickup is becoming increasingly popular. Italians also show a growing appreciation for scheduled delivery, meaning the ability to customize the delivery time, ensuring that they are home to receive the package. 37% of Italians are willing to pay more for this service. Among the options that lead Italians to shop more is the virtual assistant, whose goal is to improve the browsing experience, quickly find what they are looking for, and personalize the experience on the site.

It is estimated that having a virtual assistant can increase revenue by 15%. Our Prestashop modules can be very useful for this purpose: Art Zendesk Chat formely Zopim, Product information request via WhatsApp and Art Facebook Messenger Platform Chatbot

Eco-sustainability of e-commerce and mobile

Increasing the revenue of your e-commerce is also possible by paying particular attention to eco-sustainability. Online shoppers are increasingly informed, love the environment, and want to reduce the environmental impact of their lifestyle. The research conducted by Casaleggio Associati was based on data from 2000 e-shoppers, of which 86% stated that they are concerned about the sustainability of their purchasing behaviors, while 76% even claimed to prefer e-commerce that has eco-sustainable packaging. Additionally, 27% choose based on the packaging selected by the e-commerce, preferring solutions that reduce environmental impact. 21% are even willing to pay more for a package made from recycled cardboard. Real data supports these claims; in fact, in the city of Milan, there was a 6% increase in cardboard recycling in 2018. Supporting the environmentalist thesis is also the emergence of startups that allow people to sell their used clothes to buy others, thus developing a circular economy where less is thrown away and more is recycled. The success of Armadio Verde is an example of this.

Future prospects for e-commerce