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Now in its 18th edition, the research by Casaleggio Associati analyzed the data relating to online sales in 2023 which recorded a growth in turnover of 27,14% for a total of 80,5 billion euros. However, the difference was strong between sectors. The Marketplaces sector recorded the greatest growth (+55%), followed by Travel and Tourism (+42%), and Animals (+37%). However, there are markets that have suffered the impact of the economic crisis such as the Electronics sector which saw a decline of -3,5% and Jewelery and Watches which lost in terms of pieces sold (-4%) while gaining however in terms of turnover (+2%) only thanks to the increase in prices. Unlike the previous year, when inflation contributed half of the growth, the average price increase in the Ecommerce sector in 2023 was 6,16%, leaving a substantial volume growth of 20,98%.
2024 will be the year of AI-Commerce: “Ecommerce of the future may no longer require customers to search through the products of various sites, but only to describe their needs to their personal AI agent who will take care of the rest. A new revolution for e-commerce.”, explains CA president Davide Casaleggio.
Two-thirds of merchants (67%) say AI will have a significant impact on e-commerce by the end of the year, with a third saying the transformation is already underway. The first innovations brought byartificial intelligence are today about the efficiency of business processes such as the creation and management of content and product images and the automation of advertising activities.
Companies that have integrated AI into their processes have adopted it for the creation of content and images (for 24% of those interviewed), for data analysis and forecasting (16%), the automation of advertising activities ( 14%) and other processes (13%). For 13%, AI is already used for customer care management and for 10% for personalizing the customer journey (10%). Finally, 9% of those interviewed also use it to design new products. Among marketing activities, SEM (Search Engine Marketing) activities continue to attract the majority of investments (38%), in second place with 18% are SEO (Search Engine Optimization) activities, in third place is Email Marketing with 12%.
Among the social networks considered most effective, Instagram is once again first with 38% of preferences, followed by Facebook (29%) and Whatsapp (24%). It should be noted that the Top 3 is made up of companies all belonging to the Meta group. The presentation event of the new report at the Swiss Chamber in Milan with InPost as Main Partner was sold out with a large number of companies participating.
Sara Barni (Head of Ecommerce at Family Nation) reiterated the importance of sustainability for e-commerce and how it can also be developed through charitable initiatives, Marco Tiso (Online Managing Director of Sisal) showed how it is already possible today to see the significant impact of artificial intelligence applied to businesses and finally Daniele Manca (Deputy Director of Corriere della Sera) and Davide Casaleggio took stock of the ongoing change, the prospects of artificial intelligence and the need to manage the ownership of company data. It is possible to download the complete research “Ecommerce Italia 2024” in Italian and English on the site:
https://www.ecommerceitalia.info/evento2024
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