Home / Uncategorized / eCommerce VS Negozi, cosa dicono i dati! (E qual è l’errore)

eCommerce VS Negozi, cosa dicono i dati! (E qual è l’errore)

hello guys today: Milan metro, context completely different, and we're going to debunk one of the most common myths in the world of the shops and that is that the ecommerce you are eating the retail, it is not so we're going to find out why, where? You will see it immediately! Thank you Amazon for opening this temporary store and for allowing us to to make some considerations together, but in reality the considerations they still have to start, what should we talk about? but yes we mentioned it at the beginning, we must talk about that myth where it is said that commerce is eating the world of shops, but in reality it is not for nothing so! Let's talk about it as usual in front of our coffee ok


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it's a challenging speech, have to be honest of course there's always with me coffee eh! 🙂 So what are we talking about notes, research, census bureau of the USA, Casaleggio Associati, Confesercenti a lot of things guys, then: Retail Apocalypse this is the speech that made us start with this video, that is: "everyone these shops that are closing "because that's why we will try to understand it even though we do not have a magic wand, but the problem stems from the fact that many of the shopkeepers who follow us think that it is the fault of the ecommerce many have written to us saying "you guys teach a lot of things useful, but with the ecommerce of the middle you do a lot more effort "and among these (me read notes) the great accused is just Amazon, that's the reason why we went to see it, but it does not end here some data that would like to talk to you and who knows me knows that statistics and data takes them a little with pliers because an account is to understand the macro trend, the macro surveys and an account instead is the personal micro reality of the individual shop and ourselves, so here you have to take a look at data obviously make the decisions trying to understand where the direction goes But at the same time it is important to know that control is almost always in our hands, so this is the most important thing but let's see a little these data what they say, then first of all "growth of ecommerce in Italy" went to get some information and then also put the sources below in the video description, went to get some information and from 2013 -commerce grew by 6 percent by 8 percent, in 2015 by 19 percent one hundred in 2016 by 10 percent and in 2017 by eleven percent, this is one of the reasons why people say "Urca is the crisis, these businesses grow double-digit, the same and the ecommerce you are eating shops "but beware this is just ONE now we have seen growth, but growth must be contextualized what it is percentage that that market occupies on the total therefore it is true that it has grown to example in 2015 of 19 percent but the ecommerce market occupy? Census Bureau USA

hear hear gl ecommerce occupy only 98 percent of total sales "only?" the United States is very often, especially for Italy, an anticipatory trend, what it says, however Confesercenti in Italy, well today 2018 the e-commerce market makes 7-8 percent of total sales now first of all these data make it clear that if they have closed all these stores the problem is not commerce, the slice is too small to say ok is the fault of the commerce, however, let's move on

First of all what is meant by ecommerce? seems a trivial question eh, but with ecommerce means all those sales that are made online, now we will see why it is not a trivial like question, this means that if all sales are done online it is not said, (and this is something very specific in the definition of these research) that ecommerce also means: "online payment", translated means: do I buy online, I get home and pay cash on delivery? that is an e commerce Or, what's more interesting, I buy online and I come to collect in the store? This is also an ecommerce and it starts to feel that the shops are part of this thing in the ecommerce world so even here you have to be careful to see these trends, ok 9

8 percent United States 7-8 percent in Italy for here inside who is there? Are there only the Zalando on duty or the Amazon on duty? No, let's start to see that there are also shops inside, not just an important thing, Amazon e Zalando are marketplaces so a good part (51 percent to date) sales made by Amazon are made by other merchants or producers people who are not just online so here's "yes ok ecommerce" but of what we're talking about? is e-commerce against negotiations? it really contrasts this thing? let's continue What's inside this 7-8 percent market e-commerce in Italy we take this 7-8 percent, of this we can make one partition

Here source Casaleggio Associati, I put under the research that you can take because they encourage sharing, of this 70 per a hundred, so 70 percent of online sales in Italy, are tourism 30 comma four percent and 40 percent free time Of this 40 percent 29 percent are online games so even here what the i have to do shopkeepers? nothing, absolutely nothing so attention, we have debunked it now this myth with these few data, and we do not stop here, but already the fact of having this information allows us to understand that I am absolutely not ecommerce to have determined the closure of the shops because in the percentage of e-commerce market in addition to not being big enough, inside this percentage there are things that have nothing to do with shops then where is the problem? With this video I can not pretend to explain why shops close, we should talk about it for days or so weeks and the explanation would not be found yet, but on something you can think, first thing that comes to mind or better does not come to me this thing it is Confesercenti that pulls out this information and it's a thing about it mouth of all and that is the "change of buying habits", but what it wants really say this thing here, what it means "change of buying habits" well

1992 a person's budget for the clothing was of 136 percent 2016 the budget of a person dedicates clothing is 47 percent, ok has changed this means then do the shops no longer have to open? No, what arguments, this is not the point, however the clothing stores are more and more the number of stores clothing has grown a lot and instead the question or at least the budget has lowered and then already some explanation about it, here's what it is intends with a change in buying habits, that people they spend money differently distributing their budget in a manner different, but let's go to make other markets, first we saw that 70 per one hundred sales concern tourism and leisure And fashion? 2

2 percent of online purchases are about fashion It's very little, But what are the scary data that make "Retail Apocalypse"? Why it is not the fault of a shopkeeper if he thinks it is the fault of ecommerce but information that turns bad, I'll give you an example the fashion that is only one 22 percent has a 28 percent growth and so when one sees this given it is frightening, it is normal as a thing, but it is also normal that there is so much growth when the market is young, so if fashion has slowly started selling online (See Zalando, but not only) it is obvious that the greatest growth Or, health and beauty, + 39 percent of growth, one says "Ahh enough, all online buy" NO, because salutary and beauty are just the 03 percent in online sales

Another time, that's more small the market, obviously not a rule generalizing, but the smaller a market is, the more obvious it is when it is fresh and young, the more the growth is strong, ok? Food: more 43 percent of growth but it is only 27 percent of online sales Electronics! Which is the big accused, everyone buys online electronics, "yes hear, "27 percent growth? yes, but only 32 are bought online so I gave you these data to make you understand something important That ecommerce are not demolishing the world in stores, there is a change of the ways to buy people spend money differently, but not only let's see what other hypotheses can be brought out and debunked some other myth eh

Here we talk about Accenture, Accenture and we are talking about the millennials and young people in general, ie those who people say, "They'll buy everything online" are we so sure that so? I would do a mixture of what Accenture says, namely that the 68 percent of young people want integration between online and offline and what Confesercenti says: the young generations, the children aged 15 to 19, 20 and even up to 25 years, they are decision makers The younger they are, the more they are they are, but at the same time they have little confidence in the world around them This for personal reasons, for everything related to change of the family vision, the lack of an important support always internal to the family in short, people who make decisions, but trust little in the world These people need to go to the store, create relationships with the shopkeepers and 68 percent of them, and I go back to closing the circle of what I was saying before, they want integration between online and offline Not it's ecommerce versus shops, they want integration To give you an example, if i send a coupon by email or text message and if they have to print it, they will not they want to do this thing, they do not, they do not come to the store They want total integration, see for example AmazonGo you enter the store (these are stores that have opened in the United States) they enter the shop with their cell phones, they scan at the turnstile, they enter, they take and leave

Total integration between online and offline ok? I think I gave you enough data to make you understand things a bit another that I have not highlighted, but that I had written here between the notes, well, the lack of updating of shopkeepers We talk about online, we talk of ecommerce, but if a shopkeeper remains as it was in the eighties this it means that it also leaves out all the online channels that do this, everyone online channels that can help in sales and this means stay cut off, especially by the big brands and that instead they are moving very fast, I'll give you an example, and then we get to the which is why we did that fast tracking shot of Amazon at the beginning of the video, well there are realities like Amazon that has opened more than 100 stores in the United States, 100 shops, do not think that if it were so true that the sales – only online – were the future, Amazon would not open all those stores now with the shop we saw in Milan, the Amazon temporary store, a bit 'is one sorry, yes, to advertise during black friday but also to understand how the market reacts to the physical, the Italian market Now let's see to us, I'll give you the -my- interpretation of things then we actually see what you think of it, I would also like that write in the comments below even if you do not agree is not a problem indeed me I'd like to take out a discussion among you below I gave you the mine now, and you can put yours, but the concept is this: we are so sure that the question, this apocalypse of retail, is ecommerce against shops? Because the real problem is this vision the approach must be changed in a completely opposite way, it is not ecommerce versus shops, but it is ecommerce WITH stores Too many realities still do not use online to sell, too many realities do not promote with communications in social media through their e commerce, the jump from: look at my advertising on facebook to come shop is too big, in between here you have to put yourself ecommerce

When I do online advertising, Facebook, Youtube, all channels remarketing, with Google adWords all the channels I use here the ideal It is stimulating the purchase in your ecommerce and then people come to pick up a store and then once they pick up at the store they do upsell, cross sell and all that follows, all of this that is around him, but this is the kind of integration that is needed But how's it going exploited e-commerce? ok, it's not like one opens and bom, it's okay no, the ecommerce store has to do it in a very special way for not to change its nature, to continue to exploit its advantages especially relational But this is another matter and we'll see it in a next video, you let me know what do you think, in the meantime I finish my coffee, which by now will have cooled!

Source: Youtube

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