Iuliiafromitaly

Mobile-first

As e-commerce grew in popularity across Italy in 2020, many consumers turned to mobile devices to make purchases, with 51% of B2C purchases taking place on a smartphone. As mobile purchases continue to increase, advertisers and affiliates need to ensure that their website is well-equipped to support mobile traffic. Brands should have a responsive website, mobile site, or app, and of course, a tracking system that can support cross-device tracking alongside the right reporting. Mobile tech affiliates such as Button or Singular can help brands looking to reach consumers on mobile devices via the affiliate channel. In addition, many loyalty, deal, and voucher sites now also provide state of the art parallel tracking, which speeds up load times and boosts conversions.

E-commerce trends in Italy
Accessible delivery services

As more Italians adapted to living and working from home, their purchasing needs also centred around convenience and staying safe during the lockdown. In Italy, the Food and Grocery sector saw the largest increase, with a value of € 2,7 bn a +70% Year-over-Year. E-commerce giant Amazon also became the most popular online store in Italy, experiencing exceptional growth during the lockdown. Shoppers turned to Amazon to purchase staples such as wine and food as well as, home-office equipment and fitness products. Brands looking to expand to Italy should ensure they can offer quick and accessible delivery options. Buyers are placing increasing importance on fast and tailored delivery services, with collection points and couriers offering 48-hour delivery services rising in popularity.

How to implement a marketing strategy for the Italian market