The closure of physical retail outlets during the Coronavirus (COVID-19) pandemic encouraged retailers to expand into e-commerce in 2020 and 2021. Many physical retailers collaborate with existing delivery platforms.
There is a need to accompany the product offer, not only with data, but also by creating storytelling. This means integrating into the product offer a descriptive component made up of text, interactive videos and vocal content.
Mobile e-commerce has become a key element of developing and growing omnichannel approaches to retail sales in Italy. The experience of the COVID-19 pandemic in 2020 has made mobile e-commerce a favoured channel for many consumers in Italy.
The economic recession in the wake of COVID-19 is expected to continue to exert pressure on job security, disposable incomes and purchasing power in the short to medium term. Nonetheless, consumers in Italy are increasingly immersed in digital technologies, which will continue to support a positive growth trend in mobile e-commerce over the forecast period.
Mobile e-commerce will also be supported as it tends to encourage more impulse purchases through social media, personalised advertisements, and omnichannel strategies that allow consumers to interact with their favourite companies directly through their mobile phones, whenever and wherever they are. Consumers are also likely to remain drawn to safer and more hygienic shopping methods, such as mobile e-commerce, especially in the short term, as the COVID-19 experience is still a factor in the decision making of consumers.
Over the forecast period, the mobile channel will be increasingly important for users for online purchases. Indeed, smartphones are frequently used within the shopping experience in order to find point of sales, take pictures of products on sale, find information about products, compare prices, read product reviews and use coupons and vouchers.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mobile E-Commerce (Goods) industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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