MILANO – Advantageous offers and affordable prices are the main factors that push Italians online for their purchases, unlike what happens in other countries where convenience is usually indicated as a determining factor.
The data collected in an unpublished report by UPS – a company of 6.3 billion packages and documents delivered worldwide in 2020, 24.7 million on average per day – on e-commerce and consumer preferences say that in the long term more and more the protagonists of shopping foresee a mixed approach, with the intention of buying “all” or “almost all” the products that are needed online which rises by 50% (from 10% pre-pandemic to 15% post- pandemic), with peaks of 25% in the United Kingdom, while the forecast of buying almost everything in the store has dropped from 54 to 40%. Majority (41%) is therefore the position of those who put online and shop not in competition, but side by side.
Offers and prices “are certainly the main factors that push consumers to shop online”, argues Lotta Vikman, UPS Italia Country Marketing Manager. “However, the latter now have such a wide choice that retailers need to look at other elements too if they want to remain competitive.” In a more competitive market, while saying they want to support small businesses, consumers favor large retailers, in every sector of retail, for their online shopping. “As the market becomes more competitive for e-commerce businesses, differentiation through personalized customer services will become increasingly essential for those who want to stand out. It might seem like a daunting challenge, however our report indicates that 51% of consumers Italians would shop at small or local retailers simply to help small businesses, and this represents a huge opportunity. Understanding and adapting to the expectations of online shopping are vital for the growth and success of small businesses. “
While convenience remains a cornerstone of e-commerce, 76% of Italian consumers said sustainable delivery options are important when choosing who to shop from. “This tells us that not only are consumer expectations already high when it comes to sustainability, but they will also continue to grow.”
As for the prospects for logistics in Italy, as Ups Vikman confirms the commitment to the country: “To be successful, we and our customers will have to anticipate consumer needs and offer an experience that is up to them. investing significantly in our logistics network to make it faster and more solid. Just a week ago, we announced a new Naples-Milan Malpensa-Cologne route and at the end of last year we opened a new logistics center in Prato. These investments offer greater flexibility to our customers and faster transit times to reach new markets and seize profitable international e-commerce opportunities “.
.