In 2023 l 'B2c eCommerce in Italy it is worth 54,2 billion euros, 6 billion more (+13%) compared to last year. As pointed out by the last one Observatory eCommerce B2c, the incidence of Online shopping of the total retail it rises to 13% (it was 12% in 2022). Almost two thirds of this growth comes from the increase in online purchases of services (19,2 billion euros, +25%), primarily thanks to the recovery path of Tourism and Transport (+30%). Product eCommerce, on the other hand, reaches 35 billion euros (+8%), a more controlled growth compared to previous years and largely linked to inflation. The most dynamic sectors, with growth rates in line with or above the average (+8%), are beauty (+11%), information technology and consumer electronics (+8%) and publishing (+8%). They follow clothing (+7%) and furniture and home living (+7%), while food is struggling (-0,5%).
“After a marked acceleration in the last three years, the number of Italian digital consumers has stabilized at 33 million. This is a portion of very demanding customers, who no longer make a distinction between online and offline but who ask for an increasingly personalized offer from both digital stores and more traditional stores", he maintains Robert Smooth, president of Netcomm.
eCommerce: the importance of artificial intelligence
The dynamics observed in Italy in the last two years are not different from those of the international context. Technologies capable of improving consumer relationship activities and optimizing back-end processes are gaining ground. Some examples concern the use ofArtificial intelligence to personalize the customer experience when browsing, choosing and purchasing online; The Virtual Try-on to allow shoppers to virtually test-drive a product using cameras; L'Extended Reality to simulate the "physicality" of the in-store visit also through digital channels.
