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The number of people shopping online using a smartphone increases year after year, generating a significant volume of business: in 2019, desktop browsing declined from 35.4 to 28.4 million users per month, with mobile usage reaching 67%.
Surveys conducted by the Netcomm consortium show that in Italy the e-commerce sector is constantly growing, with the potential to reach a 55% increase: this positive trend is involving more and more sectors, even those that initially seemed almost completely excluded, such as furniture, the pharmaceutical market, and the wellness and beauty sector.
But, which e-commerce sectors are growing the most?
The use of augmented reality and the development of applications have allowed users to virtually experience furniture and home décor accessories in their properties even before purchase, generating sector growth of +29%.
The trend of online shopping malls, driven by major international players, is reaching growth of +39% and a share of around 14.5% of total revenue.
The fashion sector is experiencing strong growth, both in terms of customer base expansion and overall revenue; in fact, a growth rate of +21% is estimated. In particular, Italians show a strong inclination to use specialized multi-brand portals: digital information channels increasingly influence choice, from the manufacturer’s official website to e-commerce product listings.
The growing use of smartphones has generated an increase in online tourism: in Europe, 47% of travel-related searches are conducted from a mobile device, and more than 70% of travelers use their smartphones while traveling to search for accommodation, monuments, places, and points of interest.
This online expansion also affects the personal care and home automation sectors, and sales of services, especially in the insurance sector, are gradually increasing, although at a slower pace.
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Focusing on online channels is the solution adopted by companies to increase web visibility: omnichannel strategy is the trend to follow in order to boost sales by promoting the integration of e-commerce with physical stores.
Through the internet, consumers gather information, compare prices, and decide whether to complete their purchases in-store or online: therefore, integration between sales channels, regardless of sector and product type, is of fundamental importance for any type of business. This is especially true for businesses operating in the industrial world, where distribution among wholesalers, agents, and sales representatives must be reviewed.
Businesses with physical stores will need to optimize their sales strategy by connecting and integrating the web with the physical world, particularly by encouraging purchases via smartphones. The digital trend is increasingly affecting Western countries, where technological development is advancing exponentially, following the model of countries such as China and India: it represents a new way of approaching social life that places the smartphone at the center of lifestyle and increasingly reduces the distinction between Business to Consumer (B2C) and Business to Business (B2B).
Today, purchasing professional products and services requires immediacy and speed: consumers are ready, but small and medium-sized enterprises may struggle to offer what users demand. In this regard, it is necessary to accelerate service personalization and offer tailored solutions that simplify the online purchasing process and allow customers to receive their orders more easily and quickly.
Customer service and sustainable packaging that is easily recyclable become essential elements in facilitating the relationship between businesses and end customers: e-commerce is increasingly shortening the distance between information and purchase, encouraging the final click to acquire products. MBE e-commerce solutions are designed to support small and medium-sized enterprises throughout their growth process: whatever your sector, we help you give your business a competitive edge, from creating your digital storefront to managing shipments and received orders. Contact us to find the solution that best suits your needs.
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