In recent times, Italians who have taken courage, breaking down the wall of distrust and make online purchases on e-commerce sites, have risen by leaps and bounds; there are about 10 million users who habitually buy on the Web, while more than 20 million claim to have made a purchase at least once in their lifetime.
People browsing on their smartphones spend an average of 38% of their time on e-commerce sites.
Even in our country, trends are reversing and more and more people are looking at products in the physical point of sale and then buying online, but let’s first try to better understand the profile of the average Italian “buyer”:
the age range is between 25 and 45 years old, mostly men (although women are on the upswing), with a high rate of college graduates, moreover the bulk of this market is concentrated in large urban centers. So it is clear that as the relationship between Italians and e-commerce is constantly growing, all owners of these platforms must necessarily take this data into consideration, because it may be time to shake up their business. There is no more time to underestimate the business opportunities that the web marketing has to offer in Italy as well. There are too many businesses that have opened marketplaces only to abandon them to their fate, or even worse, all those who still have not even considered the possibilities offered by the web.
E-commerce: interaction and multichannel, the keys to success
It is precisely the various modes of interaction offered by modern e-commerce that have contributed to the growth of this data. The latest-generation platforms make multichannel selling their strong point; the user is no longer a mere spectator of a product or service but interacts, through the site, directly with the company, feeling like an integral part of thepurchase. In this 3.0 selling perspective, all owners of these platforms must make sure that products can be reached from all existing devices.
Another key process is to have a thorough understanding of the potential target ‘s buying habits, but also to foster interaction between different customers, pay special attention to Social channels and improve the user experience as much as possible. A decisive factor in online shopping is the navigation path:
is very convenient for the user because it brings the user back to a still point with one click, without the need for endless turns. It makes the user understand where they are on the site, generating a kind of reassurance among whoever is browsing the site. Finally, make clarity and transparency your strengths, always make sure that your audience has a clear understanding of everything they are reading, there should be no form of misunderstandings, this will avert any and all future complaints. There are many and all important decisions to consider to ensure that a user, once they land on your site, has the best possible experience, but the absolute first remains the willingness to change and the foresight to interpret market dynamics.