Se infatti in Italia nel 2015 la moda ha realizzato vendite online per 2,1 miliardi di euro, con un aumento del 19% e rappresentando il 9% del fatturato totale delle vendita online, in Europa i dati sono ancora più positivi. Nei paesi europei dove i limiti tecnologici non sono presenti, il settore fashion Made-in-Italy è infatti l’acquisto principale tra tutti i beni italiani esportati online.
I dati provengono da Osservatori.net e da Kom.online e indicano un aumento esponenziale delle vendite per tutto l’anno 2015.
L’abbigliamento e le calzature rappresentano nell’export online oltre 3,9 miliardi di euro di vendite e il 65% delle transazioni totali, un volume ancora più importante del food e del design. La spesa media annuale per utente in Europa è pari a 569 euro, mentre in Italia si scende a 295 euro: questo dato conferma quanto vendere online in Europa i propri prodotti tessili sia redditizio.
Dagli stessi dati emergono 3 tendenze fondamentali da riconoscere nell’export europeo, rispetto a quello italiano; tutte e 3 evidenziano quanto una buona preparazione, un sito adatto e competenze adeguate possano fare la differenza tra un e-commerce di moda made-in-Italy di successo e uno da scarsi risultati.
Il risultato fondamentale che emerge da questi dati è che, dove i limiti tecnologici non sono presenti e le competenze adeguate vengono utilizzate, si ha un aumento sostanziale delle vendite online, sopratutto di prodotti d’export Made-in-Italy, come quelli legati alla moda nostrana. In definitiva, un sito poco attraente e intuitivo significa che il 36% degli utenti lo abbandonano senza alcuna interazione e la difficoltà di navigazione e pagamento portano il 53,9% degli utenti ad abbandonare il carrello dello shopping, risultando in una conversione nulla.
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