2018 ended with a trend that has been going on for several years now and also the 2019 It seems to start in the same way, with technology and clothing falling into the category of items most commonly purchased online by consumers.
Since the internet has become part of the daily life of Italian citizens, the concept of online shopping has become deeply rooted in the way of acting of the buyers themselves, who prefer to make purchases from home instead of going to various physical stores and behaving in a classic manner.
Data from various market research organizations shows that at least 80% of Italians made an online purchase in 2018, averaging one purchase per month. Women, in particular, represent the majority of shoppers who choose to make purchases directly online, while men tend to be less attracted to this option, although the number of men is increasing compared to previous years.
There are different reasons that make the Online shopping most enjoyable to carry out: variety of items, top quality merchandise, speed of delivery, recent items and very low prices are all different types of motivations that drive consumers to buy online.
The first growing sector of online shopping
There are two sectors that have stood out over the last few years, as in 2018, and that is the sector of fashion which, once again, has managed to distinguish itself for its ability to attract consumers with immense ease.
In particular, it is women who are the reason why this sector manages, year after year, to achieve an excellent result in terms of overall annual turnover: regardless of the age group, with a particular predisposition on the part of 20-year-olds up to around 50-year-olds, women decide to buy clothes online.
Fashionable clothes, new releases and vintage pieces, as well as those in stock, are among the most sought after items by women, making the fashion industry one of the best online.
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These are then accompanied by the purchase of underwear online, another sub-category that has managed to carve out a notable role for itself: more and more women have decided to use the web and e-commerce to buy underwear, both sexy and classic and comfortable, to give a touch of class to their look.
Men, on the other hand, leave the arduous task of shopping for clothing online to themselves: very few male consumers decide to make clothing purchases online, and that segment of shoppers focuses particularly on sportswear.
The mobile sector and online shopping
For several years now, smartphone purchases have also been an option for Italian consumers.
Suffice it to say that every e-commerce site today has an app that allows for hassle-free shopping with just a few taps of the mobile device, allowing customers to have a positive experience that's quick enough to complete.
In this case, most of the buyers fall into a fairly young target: in particular, they are 30- and 40-year-olds making purchases via smartphones and tablets, using both the mobile version of the portal where you can make your purchase and the various applications.
Mobile shopping has therefore become a significant trend in consumer behavior, with consumers preferring this solution over traditional shopping, even when it comes to purchasing via landlines.
Technology, the other evergreen of e-commerce
But top spot on the podium for the best growing sector in recent years isn't just clothing, which is closely followed by technology.
Although about five years ago technology was slightly overtaken by other sectors, such as tourism, in the last two years consumers have decided to consider it again, making it shine again.
Even in this case, the reasons that have made technology return to being a popular sector among online consumers are many: new products, extended warranty also valid at the points of sale of that brand of technological devices and very low prices compared to those offered by traditional stores have made it possible for this sector to recover the ground lost over the years.
Smartphones and smart watches are at the forefront of technology, with men passionate about these items and a larger portion of buyers: the novelties that fall within this sector manage to attract the male public, who focuses on specific searches to find the best possible product for their needs.
Third place instead, almost unexpectedly, for the sector of products dedicated to children, among which always stand out leaders ofclothing and toys, which represent the items most purchased by Italian buyers.
