Since the 2000s, the performance of e-commerce has seen double-digit growth every year. The EcommerceEurope report of 2019, says that in the old continent, e-commerce exceeds 600 billion euros. In Italy, according to data from the Politecnico di Milano Observatory, in 2020 it recorded a growth of 31% and penetration jumped from 6% to 8%. Lockdowns and pandemics have certainly accelerated the phenomenon and the emergence of increasingly advanced technologies are transforming consumer habits.
Starting from these premises, Veepee, leader e-commerce in the field of flash-sales, anticipates what will be the new challenges of online shopping.
First of all, there is no conflict between physical and virtual stores. “The consumer does not belong to an exclusive channel, he buys in the store and on the internet, he often searches online directly at the point of sale, other times he goes to the store to get information and then buys in the online store – says Andrea Scarano, Country Manager of Veepee Italia -. It therefore makes no sense to contrast traditional trade with e-commerce. We simply now have more tools available to speak to our customers. Even the physical experience will be able to transform itself, making the integration between on and off increasingly pushed, sophisticated and full of services before, during and after the sale, in favor of the customer experience ».
Andrea Scarano also wants to dispel the dualism of large players versus small traders. Digital represents a great opportunity, regardless of the size of the business. «The theme is the quality of the offer and the achievement of the interested target. There is space for everyone. In our flash-sales we have decided to host not only the big brands but also the small local producers who represent Italian excellence, in particular in the Gourmet channel dedicated to the Food & Beverage sector ». Precisely for the little ones, the various opportunities offered by e-commerce can represent the access channel to foreign markets.
New trends between sustainability and technology
In 2021, Veepee sees an even more ethical e-commerce. Consumers’ sensitivity towards the purchase of sustainable and environmentally friendly products is growing and the phenomenon of Re-Commerce, or second-hand market, represents a great opportunity, both from an economic and an ecological point of view. .
Second-hand products but not second-choice products, attention to quality must always be high: «Our experts are able to detect any counterfeits – explains Andrea Scarano -. In addition, each product is verified and based on its status, our partner assigns a vote and finally a certificate of authenticity is issued ».
As in many other sectors, Big Data and Artificial Intelligence are destined to play an increasingly central role. What is still missing, in the context of data analysis, is the right know-how and the presence of sufficient professional figures to respond to the growing demand. Data can also be fundamental in reducing waste: they allow you to anticipate demand and optimize stock management. «Predictability will have an increasingly important impact for sustainability and for the reduction of waste, as well as the optimization of logistic flows which has a great impact because it impacts on climate change – underlines Scarano -. How often does it happen, for example, to receive two deliveries on the same day at home, from two different couriers? ».
Another key player in the development of e-commerce is Artificial Intelligence, which increasingly acts as a personal shopper, able to provide personalized recommendations and suggestions. But it is not destined to undermine the human factor, which according to Andrea Scarano always remains central: «I believe in technology at the service of people and not vice versa. So I do not imagine collections studied at the table through algorithms ».
Another crucial pillar for the growth of e-commerce is the user experience: not only the product counts, but also the context. Experience indeed. Data can help build a purchase journey that is as personalized as possible. Furthermore, companies are trying to integrate new technologies and solutions for a greater humanization of the user experience, trying to make the customer live an experience that is as close to reality as possible. It ranges from the use of virtual reality to new methods, such as Live Shopping, a sort of interactive teleshopping, in which it is possible to interact with salespeople and buy with a click.