Between Black Friday and Cyber Monday, Italians will spend 2 billion euros online at the end of 2022, an increase of 8% over the same period of 2021. The numbers come from the B2c Observatory of the Milan Polytechnic according to which the sectors interested in the trend in the upside will be clothing, IT and electronics, jewellery, perfumes, body care products, home furnishings and toys.
A positive trend is also expected for online food and wine shopping.
Inflation and the return to full activity of physical stores, however, influence the dynamics of online consumption.
Although the 12-month growth is concrete, it remains lower than that recorded in online purchases in the last five years, where the rate averaged +23%.
Not surprisingly, a trend detected by the
Observatory is to extend the discount period.
The promotional campaigns will not only be limited to the days around Black Friday but start before and go beyond Cyber Monday itself, the Monday following the weekend of offers.
"The objective is twofold: to try to reach as wide a user base as possible and to try to spread purchases over a longer period to avoid overloads and congestion of the network close to Christmas" are the words of Valentina Pontiggia, director of the Observatory eCommerce B2c Netcomm - Politecnico di Milano.
According to a recent survey conducted by Shopify, which develops and markets the e-commerce platform of the same name, social networks are also becoming an important channel for the purchase of products and services, especially by younger people.
Italians choose Instagram (38%) as their favorite social app for shopping, which precedes YouTube (37%) and Facebook (36%).
Preferences change according to age groups:
Millennials focus on Facebook while the younger ones (18-24) let themselves be inspired by TikTok.
For Shopify, the so-called "social commerce" has taken on an important role in users' purchasing habits, so much so that 41% of Italian SMEs are present on the main social networks with their offers, to intercept a larger share of consumers.
