La moda Made in Italy è il protagonista dell’export europeo

La moda Made in Italy è il protagonista dell’export europeo

25 novembre 2016,   By ,   0 Comments
Gli ultimi dati lo confermano: il settore moda è il protagonista degli e-commerce di tutto il mondo e, in particolare, la moda Made-in-Italy ne è il fiore all’occhiello, specialmente in Europa.

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

I dati provengono da e da 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.

L’export europeo

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.

  1. Nel 2015 sono stati 5,8 milioni i compratori da tutti i paesi d’Europa che hanno importato online beni dall’Italia, in particolare, delle moda italiana.
  2. Il tasso di conversione europeo è alto. Mentre in Italia i siti vetrina sono ancora la norma, in Europa è l’e-commerce a farla da padrone. Il nostro tasso di conversione all’acquisto dei visitatori del sito è infatti pari allo 0,9%, contro una media dell’1,96% che vede in testa il Regno Unito (2,6%). Mentre da noi su 100 visitatori 1 compra, all’estero questa cifra raddoppia.
  3. L’abbigliamento per donna made-in-Italy occupa il 41% degli acquisti fashion all’estero, eseguiti tramite canali e-commerce italiani di export. Il target femminile allo stato attuale si conferma quindi il più interessante.

Cosa fa la differenza

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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