E-commerce: an opportunity not to be missed

The Covid-19 pandemic has accelerated the digital transformation processes that were already underway, the strategic importance of digital for Italy’s competitiveness and growth is now widely recognized. For a decade, technological innovation has been at the heart of the political and institutional agenda with substantial investment, programmes at national and l
ocal level, working groups and task forces debated on the subject. Despite this, according to indicators of the Digital Economy & Society Index (DESI) carried out by the European Commission to monitor the state of digitalization of the Union economy and society, in 2020 Italy is among the last European countries positioning itself only ahead of Bulgaria, Greece and
Romania. Worse than 2019 when it was in 24th place. The final verdict is merciless: we live in a “digital middle ages”.
Thus the health emergency has made the knots come to the comb about the shortcomings but, at the same time, it has outlined a path to be taken and to be taken as soon as possible. This applies to the Public Administration which, in the tangle of bureaucracy, will have
a lot of work to do to trigger the appropriate processes, and it applies to small and medium-sized enterprises that have the opportunity to approach the new digital tools integrating tradition and innovation.
Let’s consider ecommerce. According to a report by Unioncamere that analyzes the evolution of the sector, in the last 5 years Italian companies selling online have risen to 10,000 units for a total of 23,000, at the same time there has been a decline of 45,000 operators in retail. The biggest increase comes from companies i
n Southern Italy where Campania and Basilicata have recorded a good pace of growth but Lombardy is at the top of the ranking with 4,406 online sales sites.
What are the benefits? Surely an online platform allows you to reach a wider clientele than that of a physical store, plus it represents a virtual showcase of products that remain online 24 hours a day, so users can search for information and buy products at any time of the day and night. Thus
, especially in the months of lockdown, for some shopkeepers it was the way to continue to maintain a relationship with their customers but the pandemic has also permanently affected the purchasing habits of consumers. Research published by Izi-Comin&Partners, out of a sample of 1,037 Italians, 68% will continue to buy online.
In addition, there has been a feeling of greater confidence that in addition to the classic sectors such as books and electronics, Italians are more likely to buy clothing and accessories.
E-commerce is an important tool to give a boost to the decisive recovery of consumption but it should not be forgotten that even selling through digital channels requires the right skills. It is not enough just to create a platform and showcase your products. To achieve good results it is necessary to combine targeted marke
ting strategies and constant work over time that will certainly lead to the desired results.

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