The 21st Netcomm Forum shows a market growing 6% with fewer companies: the selection phase has begun.
The twenty-first edition of Netcomm Forum in Milan presented the Observatory data produced with Politecnico di Milano: Italian B2c eCommerce is worth EUR 66.6 billion, up 6%, with roughly 35 million online buyers.
The number that really matters
The market grows, but the number of companies selling online is falling. Volumes are concentrating among the more structured players: the era when simply opening an online shop was enough is over.
What sets the winners apart
In the projects we run, the difference always comes from the same things: controlled margin per channel, reliable logistics, local payment methods in foreign markets and a direct relationship with the customer.
The theme of the edition
"Value Commerce": no longer growth at any cost, but value per customer. A change of language that reflects a mature market.
Conclusions
For Italian SMEs the message is harsh but useful: without specialisation or international expansion, the domestic market alone no longer justifies the cost of running an online channel.
CEO & Co-Founder of BusinessLabs. I have attended major international trade shows since 2015 and share here experiences and insights for online sellers.
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