Towards Black Friday 2022: the new map of marketplaces around the world
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Yocabè is an Italian startup committed to helping companies sell more and better on marketplaces such as Zalando, Amazon, Privalia and eBay and also this year, as in 2021, it has compiled a map of world ecommerce sites: by consulting it (it is visible below), you will discover some interesting news, from the constant growth of Zalando in Europe to the rise of the so-called M-Commerce in China, from the consequences of the war in Russia to the passion for beauty in India. Until the renewed interest in i drugsunderstandable after two years of pandemic.
Shopping
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Italy, especially electronics and fashion
The first fact that emerges is that online transactions are declining, which is another thing that could have been expected after the boom of 2020 and 2021: according to the Salesforce Shopping Indexglobal digital commerce has dropped by 3% year-on-year, which is a value that takes into account both the overall decrease in online traffic (-2%) and the decrease in total expenditure (-12%); in turn, global orders fell by 12% year-on-year (-17% from computers and -8% from mobile).
Despite this, 87% of Italians shop online (last year it was less than 80%) and 11% of the products sold in Italy fall on e-commerce, for a value of 33 billion euros. According to Idealo’s 2022 Italian e-commerce report, the most successful categories are electronics (54%), fashion and accessories (48%) and beauty products and perfumes (37%), which go to replace the best-selling products online in 2021which were clothing and footwear (36%), household electronic devices (36%) and books and building supplies (23%).
In terms of traffic, the ranking of the top 5 marketplaces in Italy in 2022 it continues to be led by giants such as Amazon, eBay and Aliexpress, followed by Zalando, dominant when it comes to clothing, accessories and footwear, which recorded a growth of almost 4% in one year; in fifth place is Manomano, dedicated to do-it-yourself.
What happens in Europe
Among the countries close to us, in France the most purchased products belong to the clothing and footwear category (50%), books and media (29%) and electronics (25%). Among the marketplaces, Amazon is at the top, followed by CDuscount, eBay, Aliexpress and Fnac, a French platform that resists at home. Here too, good performances by Zalando (54.4% growth on the average of monthly visits) and Manomano, with +14.58% compared to 2021.
In Spain, whose market has grown considerably since 2017 (the number of online buyers has risen from 59% to 73%), the most purchased products are clothing and footwear (64%), electronics (45%), books and media (40 %), cosmetics and skin care (37%). Here too, great space for generalist marketplaces such as Amazon, Aliexpress and the Spanish El Corte Inglés.
The United Kingdom stands out for the weight occupied by food: According to the US Online Grocery Report 2022, a third of British household food budgets are spent ordering online. Among the most purchased product categories, however, clothing and footwear stand out (64%), followed precisely by food (46%) and from books and media (40%). The platforms are more or less always the same, namely Amazon, eBay and Argos, followed however by Etsy and Asos.
Finally, the Germany: The products that end up most in German virtual shopping carts are electronic devices (53%) clothing and accessories (50%), furniture (39%) and beauty care products (21%). Among the sites, behind the usual Amazon, Real, eBay and Otto, Zalando and stand out Houzz, dedicated to furniture for the House.
Crazy about medicines
As we said at the beginning, it is interesting to note that bigger and bigger space they are taking the drugsespecially in the Scandinavian countries, Russia and India.
In Northern Europe, the share of those who buy online reaches 98% and the categories that are the most popular are clothing and footwear (55%), pharmaceuticals (38%), electronics (34%) and cosmetics (29%). In Russia, the ecommerce market is growing (by 50% in 2022), even if purchasing on foreign sites has obviously suffered a sharp decline (-27%) due to Western sanctions after the invasion of Ukraine: i most popular products have to do with consumer electronics, followed by clothing, medicine and food. In the end India, which is the second largest online market in the worldwith almost 658 million active users: the most bought genres, which also recorded a significant increase, are beauty and personal care (+143.3%), footwear (+67.8%), eyewear (+66. 2%) and pharmaceutical products (+62.4%).
China and M-Commerce
India is the second largest online market in the world because the first is China: 90% of the population that accesses the Web goes shopping and spends more and more, i.e. nearly $300 million on clothing, nearly $400 million on electronics, and $190 million on toys and hobbies. It is also thanks to the M-Commerce phenomenon (mobile commercei.e. those who buy online from their smartphone), also dominated by China, with a percentage of 80% against a global average of 67%.
Unsurprisingly, the group is leading the market Alibaba: the giant includes Taobao, a generalist platform and one of the most visited sites in the world, Tmall, dedicated to high-quality clothing, personal care, furniture and food products, and Kaola, which many Western luxury brands use to control the market Chinese.
The United States and the rest of the world
If Xi Jinping’s country is the one where you buy more online, the USA is the most connected: the number of people connected to the Internet exceeded the 300 million threshold for the first time (+8.4 million on 2021), with an Internet penetration rate of 92%. In the States, about 80% of the population purchases products or services online, mainly focusing on electronic devices (which have generated a turnover of over 161 billion dollars), fashion and beauty, and toys and hobbies.
In the end, the Middle East area, considered by analysts to be “a market with great potential”, characterized however by clear differences in terms of infrastructure development: the country with the highest number of connected inhabitants is Iran, with over 78 million users, but the highest penetration of The Internet is in Kuwait, with a percentage of 99% according to data from InternetWorldStats. Interestingly, among the most popular products, beyond the usual electronics and beauty, there is food, with a jump of more than 250% compared to 3 years ago.
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A (global) market that is still being defined
Vito Perrone, CEO of Yocabèrecalled that “in 2020 and 2021 e-commerce experienced strong development” and that “the health emergency and the restrictions had a major impact on consumption habits of Italians: many have started to rely on digital shops more frequently and for different purchases than usual, such as food, household items and personal care”.
And yet, “once the driving force of the coronavirus has ended, the reopening of shops and the surge in costs have led to a progressive slowdown in ecommerce above all relating to the products purchased abundantly over the previous two years: this has led to a slowdown in growth, which in some sectors has turned into a decrease”. Which is one of the reasons why “knowing not only the main marketplaces in each country and the relative weight in terms of traffic, but also which product categories are available for each of them, has never been more important for anyone who wants to expand online sales”.
@capoema
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