The race of the online sales of modern distribution. In September, the turnover of web channel was equal to 148 million euros, with a growth of 27% compared to the same period of 2020. This is a result slightly higher than expected. The cumulative result of the first nine months of 2021 reached 1.25 billion euros, only 80 million from last year’s total turnover. The trend for the same period shows a + 40%.
“These numbers certify that even in the moment of the” controlled “return to normal in terms of travel and access to commercial establishments, the growth trend of the online channel remained sustained, clearly not in line with the most difficult period of the health emergency. , but on the same levels as in 2019, with the huge difference that in these two years the market has practically tripled – he explains Mattia Cugini, product marketing associate director di Iri, the company that carries out the survey for OsservaItalia – Another element that confirms the excellent state of health of the channel is represented by the good performance of both delivery methods, because if it is true that Click & collect is growing at a double rate compared to Home delivery, the latter maintains a brisk pace, very close to the pre-Covid period “.
At the level of individual categories, the lion’s share in September was made by the products of the world dietary / health andoral hygiene, the food for animals ed i frozen foods. If for health products and pet food the presence in this special ranking is certainly nothing new, for frozen food it is a more recent boom, which began in 2020 with the pandemic and which is continuing into 2021 as well. opposite are categories such as the coffee oi diapers, which have represented for years the locomotive that has driven the growth of the channel and which in the last period, while maintaining a decidedly significant weight on the total turnover, have seen their contribution fade, with growth rates so positive, but several percentage points below the average of the total e-commerce.
“With October the final rush begins which will tell us how wide the gap will be between 2021 and 2020 – concludes the expert of Go – An interlocutory month awaits us between the back to school in September and the hottest time of the year with Black Friday, Cyber Monday e Christmas. Estimates see growth similar to that of the month just ended and therefore of about 20 percentage points, with turnover close to 140 million euros. The balance of power between delivery services is stable, with Click & collect showing a pace that is approximately three times faster than home delivery. Speaking of product categories, an excellent performance is expected not only for the well-known health products and animal nutrition, but also for the world of spirits “.
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