2021 Italian Online Sales Report: Search volume for some clothing categories exceeded 200%!

Idealo , Europe’s leading international price comparison portal , has published its annual report on Italian e-commerce based on an analysis of Italians’ online trends and preferences over the past 12 months, as well as the most desired products and price trends.

Affected by various factors, e-commerce in Italy flourished in 2020, with consumers' research and interest in online purchases increasing by 99%. From the perspective of growth rate, 2021 is the year they "return to normal".

Italian consumers' purchasing intention in 2021 decreased slightly compared with 2020, but compared with before the epidemic in 2019, their interest in online shopping increased by 68%, and the growth rate is within the normal range.

In 2020, interest in home fitness products increased by 96% in Italian online shopping categories. In 2021, electronic products and clothing-related products have once again become the "protagonists" of Italians' online shopping, accounting for more than two-thirds of total purchase intentions. Electronic products account for 47%, sports and outdoor products account for 10%, and fashion and accessories account for 10%.

Smartphones are the most popular product online so far in 2021. Even though the price of mobile phones has increased by more than 10% due to chip shortages and other reasons, it has not been able to resist consumers' enthusiasm to buy them.

According to the survey, 7 out of 100 online users use a price filter when searching for smartphones. Almost half of them set the price between 100-300 euros. The focus is on models that are no more than two years old.

In fact, the price of new smartphones drops by an average of 5% three months after launch, and by an average of 10% after 6-7 months, reaching the most favorable price. Therefore, Italian consumers who want to buy a new smartphone will also have a clear understanding of the type and characteristics of the product they need.

In terms of clothing, there was also a wave of sexy underwear last year, with searches exceeding 200%. In addition, people's interest in work clothes and accessories has increased significantly, with searches for safety shoes exceeding 200%, and searches for work clothes such as cut-resistant or high-visibility jackets and gloves increasing by 113%. Consumers also showed great interest in sportswear, with searches for fitness clothes, cycling pants, running clothes, and football clothes increasing by 94%, 84%, 78%, and 76%, respectively.

In terms of home appliances, the product that Italians saved the most on by buying online last year was vacuum cleaners, with online prices falling by an average of 39%, which also boosted sales.

Based on the 2021 summary report, sellers can predict products that may be hot-selling this year, continue last year's sales boom, and make preparations in advance.

Italy

clothing