{"id":17749,"date":"2017-02-09T11:13:14","date_gmt":"2017-02-09T10:13:14","guid":{"rendered":"https:\/\/neikos.it\/2017\/02\/09\/food-ecommerce-in-italy-shopping-online\/"},"modified":"2023-11-09T16:53:38","modified_gmt":"2023-11-09T15:53:38","slug":"food-ecommerce-in-italy-shopping-online","status":"publish","type":"post","link":"https:\/\/neikos.it\/en\/2017\/02\/09\/food-ecommerce-in-italy-shopping-online\/","title":{"rendered":"Food ecommerce in Italy, shopping online."},"content":{"rendered":"<p>According to data collected by the <a title=\"https:\/\/www.osservatori.net\/it_it\/osservatori\/ecommerce-b2c\" href=\"http:\/\/www.osservatori.net\/it_it\/osservatori\/osservatori\/ecommerce-b2c\" target=\"_blank\" rel=\"noopener\">B2C eCommerce Observatory<\/a> of the School of Management of the Politecnico di Milano and <a title=\"https:\/\/www.consorzionetcomm.it\/\" href=\"http:\/\/www.consorzionetcomm.it\/\" target=\"_blank\" rel=\"noopener\">Netcomm<\/a>,<strong>food ecommerce in Italy in 2016 grew by 30 percent<\/strong> compared to 2015, <strong>worth 575 million euros<\/strong>.<br \/>\nThis is a relevant figure when we consider that the growth, in the same time frame, of online sales in the technology sector increased by 22 percent. In the <a title=\"elaborate on the topic\" href=\"https:\/\/neikos.it\/en\/2017\/01\/16\/italy-and-ecommerce-fashion-leads-the-trend-and-ecommerce-becomes-fashionable\/\">fashion industry<\/a> by 35 percent. Just to give a couple of examples.<br \/>\nHowever, today ecommerce food accounts for only a tiny percentage of Italian sales from online trade (3 percent).<br \/>\nHowever, this figure could change within a few years and reach a higher percentage, as the sector is clearly growing.<\/p>\n<h2>The online food market: what Italians buy and why<\/h2>\n<p>In food &amp; grocery, we can identify three different segments that lend themselves to online sales:<\/p>\n<ul>\n<li>grocery food (supermarket food products)<\/li>\n<li>food and wine (gastronomic and alcoholic products)<\/li>\n<li>catering (ready-made food)<\/li>\n<\/ul>\n<h3>Ecommerce for supermarkets and delivery to the floor<\/h3>\n<p>Online purchases referred to the grocery <strong>food segment,<\/strong> in 2016 reached a <strong>value of 188 million euros<\/strong>.<br \/>\nA <strong>40 percent growth<\/strong> over 2015.<br \/>\nThis is mainly the shopping done on supermarket e-commerce sites with floor delivery.<br \/>\nThe first large supermarkets to get involved include: <strong>Carrefour<\/strong>, <a title=\"https:\/\/www.esselungaacasa.it\/ecommerce\/nav\/welcome\/index.html\" href=\"https:\/\/www.esselungaacasa.it\/ecommerce\/nav\/welcome\/index.html\" target=\"_blank\" rel=\"noopener\"><strong>Esselunga<\/strong> <\/a>e <a title=\"https:\/\/www.tigros.it\/shop\/home\" href=\"https:\/\/www.tigros.it\/ebsn-shop\/index.html#!\/shop\/category\/offers\/20533\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <strong>Tigros<\/strong><br \/>\n<\/a>.<br \/>\nNot all Italian cities are covered by home delivery services. But it is possible to<strong> do the shopping online and pick it up at the supermarket<\/strong>, saving time and money.<\/p>\n<h3>Online shopping<\/h3>\n<p>Alongside these supermarket chains we also find such major players as: <a title=\"https:\/\/www.eataly.net\/it_it\/\" href=\"http:\/\/www.eataly.net\/it_it\/\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <strong>Eataly<\/strong><br \/>\n<\/a><strong> Amazon&#8217;s <a title=\"https:\/\/primenow.amazon.it\/onboard?sourceUrl=%2F\" href=\"https:\/\/www.amazon.it\/b?node=7195544031\" target=\"_blank\" rel=\"noopener\">Prime Now<\/a><\/strong> and <a title=\"https:\/\/www.supermercato24.it\/#\/ href=\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <strong>Supermarket24<\/strong><br \/>\n<\/a><strong>.<\/strong><br \/>\nDrivers of this newest<strong> trend of online shopping<\/strong>.<br \/>\nThe advantage of these realities, in addition to <strong>saving time and money<\/strong>, is the ability to receive the groceries on the same day, even within 1 or 2 hours of placing the order.<\/p>\n<h3>The online food and wine<\/h3>\n<p>As for the <strong>food and wine segment<\/strong>, growth was lower than for grocery: in fact, online sales grew &#8220;only&#8221; 17 percent in 2016.<br \/>\nHowever, although food and wine is the segment of the food sector with the lowest percentage of growth, it is still the one with the highest <strong>value of purchases<\/strong>. At just <strong>over 240 million euros<\/strong>, it accounts for nearly <strong>47 percent of the value of online groceries<\/strong>.<br \/>\nVendors in this segment include manufacturers, specialty retailers, such as <a title=\"https:\/\/www.eataly.net\/it_it\/\" href=\"http:\/\/www.eataly.net\/it_it\/\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <strong>Eataly<\/strong><br \/>\n<\/a>, and marketplaces, such as <a title=\"https:\/\/www.ebay.it\/rpp\/gusto\" href=\"http:\/\/www.ebay.it\/rpp\/gusto\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <strong>eBay<\/strong><br \/>\n<\/a>, where the user has the opportunity to buy directly from the producer without commission on the final value of the sale of products.<\/p>\n<h3>Online catering<\/h3>\n<p>The <strong>catering segment,<\/strong> on the other hand, saw a <strong>29 percent growth<\/strong> in 2016 compared to 2015, reaching <strong>90 million euros<\/strong>.<br \/>\nThe home food delivery service is certainly not new. In fact, it has been possible for a long time now for us to pick up the phone, order our favorite pizza and have it delivered directly to our homes.<br \/>\nBut today the service is different and thanks to new technologies. It is possible to<strong> order lunch or dinner<\/strong> in a much faster and more fun way.<\/p>\n<p>In many cases, in fact, you can <strong>view the menu online<\/strong>. It allows you not only to get an overview of all the restaurant&#8217;s specialties, but also to get a preview of what you&#8217;re going to eat.<br \/>\nIn addition,<strong>ordering is really fast<\/strong>: once you have chosen your dish, just add it to your cart, pay directly on the site, and in a <strong>short time you will have it on your table<\/strong>.<br \/>\nSpeeding things up even more are <a title=\"https:\/\/www.ubereats.com\/milano\/\" href=\"https:\/\/www.ubereats.com\/milano\/\" target=\"_blank\" rel=\"noopener\"><br \/>\n  <strong>UberEATS<\/strong><br \/>\n<\/a>, an Uber-branded food delivery service that landed very recently in Italy, and <strong>Deliveroo<\/strong>, a home delivery service. Both guarantee receipt of the order in 30 minutes.<\/p>\n<h2>Food and mobile shopping<\/h2>\n<p>Most likely the push toward this openness to online sales depends on the <strong>new needs and habits of modern consumers<\/strong>.<br \/>\n<strong> Consumers <\/strong>today are much more<strong> savvy about navigation<\/strong> and have easy access to technological tools that enable them to shop quickly and easily.<br \/>\nSuffice it to say that <strong>21 out of every 100 online purchases in Italy <\/strong>are made<strong> from a mobile device<\/strong>. Purchases via smartphones, in general, increased by 51 percent in 2016 compared to 2015.<br \/>\n<strong>In the food sector<\/strong>, <strong>purchases via smartphone<\/strong> have also seen exponential growth. They<strong>doubled <\/strong>to<strong> 100 million euros<\/strong>, or <strong>17 percent of total e-commerce in the industry<\/strong> (25 percent if tablet purchases are added).<\/p>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-4203 size-full\" src=\"https:\/\/neikos.it\/wp-content\/uploads\/2017\/02\/Food-online_versione-2.png\" alt=\"Food ecommerce in Italy\" width=\"1200\" height=\"2180\" srcset=\"https:\/\/neikos.it\/wp-content\/uploads\/2017\/02\/Food-online_versione-2.png 1200w, https:\/\/neikos.it\/wp-content\/uploads\/2017\/02\/Food-online_versione-2-275x500.png 275w, https:\/\/neikos.it\/wp-content\/uploads\/2017\/02\/Food-online_versione-2-768x1395.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/h3>\n<h4>Why do Italians do their shopping on the Internet?<\/h4>\n<p>Before understanding the reasons why Italians increasingly decide to shop for groceries online, it would be interesting to understand what is the <strong>profile of the Italian who chooses online supermarkets<\/strong>.<\/p>\n<p>According to data collected by <a title=\"https:\/\/www.casaleggio.it\/\" href=\"https:\/\/www.casaleggio.it\/\" target=\"_blank\" rel=\"noopener\">Casaleggio Associati<\/a>, the average Italian is short on time, orders groceries from the office, and lives in large cities (Rome, Milan, and Bologna).<br \/>\nThe <strong>Internet<\/strong> offers possibilities that make<strong> purchasing<\/strong> more<strong> fun and interesting<\/strong>. These include the ability to choose and compare many products, access information on their composition and use.<br \/>\nIn addition to these advantages, certainly among <strong>the reasons why Italians shop on the Internet<\/strong> include:<\/p>\n<ul>\n<li>convenience for purchase;<\/li>\n<li>The timely delivery of groceries;<\/li>\n<li>The wide selection of products and availability;<\/li>\n<li>the lower prices compared to the physical store.<\/li>\n<\/ul>\n<h2>The advantages of opening a food e-commerce<\/h2>\n<p>According to the results of surveys conducted by <a title=\"https:\/\/www.casaleggio.it\/\" href=\"https:\/\/www.casaleggio.it\/\"> Casaleggio Associati<\/a>, there are many companies in the food sector that have decided to employ the <strong>Internet as a sales channel to build customer loyalty<\/strong>.<br \/>\nAmong the benefits found, the main ones are definitely:<\/p>\n<ul>\n<li>The largest number of customers reachable;<\/li>\n<li>The lower cost of managing online initiatives.<\/li>\n<\/ul>\n<h3>How to promote your own food e-commerce<\/h3>\n<p>In order to sell food products online, but especially to <strong>sell well<\/strong>, some steps must be followed.<br \/>\nIt will then be possible to <strong>gain more visibility<\/strong> and thus <strong>increase the likelihood of success<\/strong> of one&#8217;s e-shop.<br \/>\nIt is necessary therefore:<\/p>\n<ul>\n<li>Have a mobile-oriented <a title=\"Neikos ecommerce solutions\" href=\"https:\/\/neikos.it\/en\/prodotti\/ecommerce-development\/\">e-commerce platform<\/a> (sales from mobile devices are growing steadily);<\/li>\n<li>plan a targeted strategy on <a title=\"Social media presence\" href=\"https:\/\/neikos.it\/en\/prodotti\/social-media-marketing\/\">social networks<\/a> (one should never forget the persuasive power of a good image, especially in the food industry);<\/li>\n<li>Have an <a title=\"Engine positioning - SEO\" href=\"https:\/\/neikos.it\/en\/prodotti\/web-marketing\/engine-positioning-seo\/\">optimized website<\/a> with content aimed at enhancing the brand image and able to engage users (special attention should be paid to the purchase process, which should be simple and intuitive);<\/li>\n<li>Carry out promotional activities that aim to build customer loyalty online and offline, for example by sending samples for customers to try and promote new products.<\/li>\n<\/ul>\n<h3>Selling online: the benefits for the entire Italian food sector<\/h3>\n<p>For the <strong>Italian food ecommerce sector, <\/strong>the increase in sales and the growth of sellers who decide to open the virtual shop is an advantage not to be underestimated.<br \/>\nIt offers the possibility of:<\/p>\n<ul>\n<li>make our products known not only to Italians but to the entire foreign public, which can undoubtedly enhance and increase the economy;<\/li>\n<li>enhance our territory and promote the high quality of the productions of small local entrepreneurs, who would otherwise struggle to establish themselves;<\/li>\n<li>access to a wider range of products, which is certainly an added value for the industry.<\/li>\n<\/ul>\n<h4>Online food business. No longer just large companies<\/h4>\n<blockquote><p>If until recently it was unthinkable to buy salad or a chicken breast via pc or smartphone, the data we have just seen show us that this is now the reality and companies have only to adapt.<\/p><\/blockquote>\n<p><strong>The figures for online food &amp; grocery sales are certainly surprising<\/strong>, especially when we consider that until a few years ago, e-commerce seemed to be reserved for a narrow niche of product sectors (technology and fashion for example) or for medium to large companies able to invest in e-commerce.<\/p>\n<h4>Food market grows and goes digital<\/h4>\n<p>Today, however, things have changed.  <strong>Technology is now within everyone&#8217;s reach<\/strong>, and it is also <strong>easy to use.<br \/>\n<\/strong>This, has certainly led to an <strong>increase in the use of technology services<\/strong> even by companies that until yesterday were unable to access them, perhaps due to lack of adequate resources, both monetary and skilled personnel.<br \/>\nUser-friendly technology and reduced service costs have given a big boost to<strong>innovation in the Italian food sector<\/strong>. Indeed, it has witnessed <strong>exponential growth<\/strong> and today<strong> food &amp; grocery e-commerce is worth nearly 600 million euros<\/strong>.<\/p>\n<h4>Neikos Digital Agency&#8217;s experience for the food industry<\/h4>\n<p><strong>Neikos<\/strong> <strong>Digital Agency<\/strong> has diverse <strong>expertise in the food sector<\/strong>: with the creation of web portals, corporate websites, product catalogs, ecommerce, online marketing interventions, SEO activities, SEM, Social and strategies customized to the client&#8217;s business goals.<br \/>\nNeikos Web Agency&#8217;s food clients include <strong>both big brands<\/strong> and<strong> small companies <\/strong>of interesting<strong> typical products<\/strong>.<\/p>\n<p>We suggest you browse our selection of <a title=\"https:\/\/neikos.it\/tag_schede\/food-wine\/\" href=\"https:\/\/neikos.it\/en\/tag_schede\/food-wine-en\/\">work done for food companies<\/a> and discover some of the business solutions adopted to <strong>penetrate markets with the most appropriate business tools<\/strong>.<br \/>\nFor the beverage sector, Neikos Digital Agency has created the following. <a title=\"Winery shop\" href=\"https:\/\/neikos.it\/en\/prodotti\/ecommerce-development\/winery-shop\/\"><br \/>\n  <strong>Winery<\/strong><br \/>\n<\/a>, a platform that includes everything a wine producer might need to create a website, present their wines and sell them online.<\/p>\n<p>If you do not yet have an online shop and are interested in setting one up or improving the<a href=\"https:\/\/neikos.it\/en\/prodotti\/ecommerce-development\/\">e-commerce<\/a> you already have, we can set up an appointment to talk about possible prospects for your business. <a title=\"contacts\" href=\"https:\/\/neikos.it\/en\/contact-and-quote-requests\/\"><br \/>\n  <strong>Contact us<\/strong><br \/>\n<\/a>!<\/p>\n<p>If you want to learn more, also read our two research papers:<\/p>\n<ul>\n<li><a title=\"More on this topic\" href=\"https:\/\/neikos.it\/en\/2017\/02\/28\/ecommerce-italians-increasingly-multidevice-food-growing-steadily\/\">Ecommerce: Italians increasingly multidevice, food growing steadily<\/a><\/li>\n<li><a title=\"More on this topic\" href=\"https:\/\/neikos.it\/en\/2018\/11\/14\/food-ecommerce-and-the-role-of-large-retailers\/\">Food ecommerce and the role of large retailers<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Food sector in Italy: online food &amp; grocery grows 30 percent and is worth nearly 600 million euros.<\/p>\n","protected":false},"author":2,"featured_media":15725,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[381,382],"tags":[449,477,476,466],"class_list":["post-17749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-en","category-news","tag-food-wine-en","tag-internet-en","tag-mobile-technology","tag-online-sale"],"acf":[],"_links":{"self":[{"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/posts\/17749","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/comments?post=17749"}],"version-history":[{"count":1,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/posts\/17749\/revisions"}],"predecessor-version":[{"id":17752,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/posts\/17749\/revisions\/17752"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/media\/15725"}],"wp:attachment":[{"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/media?parent=17749"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/categories?post=17749"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/tags?post=17749"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}