During lockdowns, digital purchases came into the lives of Italians in a big way, including many who had not made any before. A study by Netcomm, the Italian digital commerce consortium, released in May 2021 in partnership with MagNews, highlights how the health crisis has revolutionised the customer journey, increasing consumer adoption of digital touchpoints in the Food, Fashion and Personal Care sectors. More specifically, in Food, the share of fully digital purchases rose from 2% to 9.9% of the total. Digital wallet and online reviews are some of the most significant factors driving purchases. A slice that makes up one-tenth of the market is an opportunity no company can afford to ignore.
And Netcomm itself, in collaboration with Fiera Milano, is organising an Academy at TUTTOFOOD, on Friday the 22nd of October, where the hottest topics in e-commerce will be discussed. It will open with Lo scenario e i trend 2021 del Food & Grocery e-commerce [2021 Scenarios and Trends in Food & Grocery E-commerce] in which Mario Bagliani, Senior Partner of Netcomm Services, will talk about how to redesign Food supply chains with digital strategies and services in the light of key market data and new online purchasing behaviours in Italy and worldwide. Mario Bagliani will also lead Il progetto e-commerce e i suoi elementi chiave [E-commerce and its key features], illustrating the most effective channels and choices for setting up an e-commerce in Food, from digital marketing and logistics to data and performance.
It will also feature two events lead by Giulio Finzi, Senior Partner of Netcomm Services. The first, Vendere online attraverso i Marketplace [Selling online through Marketplaces], will delve into the issue of online sales development strategies in this major channel: B2B and B2C marketplaces are actually worth about 40% of all online sales. Lastly, Digital Export: vendere online nel mondo [global online sales], will analyse how digital technology contributes to company globalisation by reducing the distance between exporters and end customers, and through evolving supply chains.