Dipartimento di Ingegneria Gestionale

Digital trends in B2c

About the project

Digital innovation is changing the way companies can interact with people. The Research analyses the evolution, the market value and the application scenario of the eCommerce market, the Digital Media market and the Mobile technology for both managing relationships and payment transactions. Research activities are conducted within the eCommerce B2c, the Internet Media, the Mobile B2c Strategy and the Mobile Payment & Commerce Observatories of the School of Management of Politecnico di Milano.

E COMMERCE B2C
INTERNET MEDIA
MOBILE B2C STRATEGY
MOBILE PAYMENT & COMMERCE

Principal Investigators: Ivano Asaro, Raffaello Balocco, Andrea Lamperti, Riccardo Mangiaracina, Giuliano Noci, Alessandro Perego, Valentina Pontiggia, Valeria Portale, Nicola Spiller, Marta Valsecchi

Researcher team: Luigi Alicante, Ivano Asaro, Raffaello Balocco, Alice Chieppa, Claudio Conti, Jacopo Fracassi, Samuele Fraternali, Virginia Giudici, Andrea Lamperti, Riccardo Mangiaracina, Giuliano Noci, Valentina Palummeri, Alessandro Perego, Valentina Pontiggia, Valeria Portale, Mariachiara Primerano, Elisabetta Puglielli, Matteo Risi, Denise Ronconi, Giorgia Sali, Arianna Seghezzi, Chiara Siragusa, Nicola Spiller, Giulia Tua, Marta Valsecchi

Funders: Multiple

Duration

  • eCommerce B2c: 1999 – ongoing
  • Internet Media: 2006 – ongoing
  • Mobile B2c Strategy: 2001 – ongoing
  • Mobile Payment & Commerce: 2008 – ongoing

Partners: Netcomm

KEY RESEARCH QUESTIONS
OUTPUTS & IMPACT

KEY RESEARCH QUESTIONS

Digital innovation is changing the way companies can interact with people. The Research analyses the evolution, the market value and the application scenario of the eCommerce market, the Digital Media market and the Mobile technology for both managing relationships and payment transactions. Research activities are conducted within the eCommerce B2c, the Internet Media, the Mobile B2c Strategy and the Mobile Payment & Commerce Observatories of the School of Management of Politecnico di Milano.

More in detail, the main objectives of each Observatory’s research are:

eCommerce B2c
  • Analyse the online demand and offer in Italy
  • Analyse the marketing and communication tools and channels to attract traffic on eCommerce website and classification of platforms used by Italian merchants
  • Study the value-added services in delivery phase, exploiting merchants’ and logistics professionals’ perspective
  • Estimate the utilisation of payment systems and of preventive measures of frauds and analyse the innovative means and instrument of payment
  • Analyse services, technologies and most innovative business ideas about eCommerce
  • Study the impact produced by B2c eCommerce at firm and Country level
Internet Media
  • Estimate all forms of the Internet Media market
  • Identify emerging trends at international level and outline possible future scenarios in the Italian landscape
  • Analyze the approach of Italian companies to measuring advertising initiatives and Media Transparency
  • Critically analyze the evolution of the value chain and the strategies of the offer-side players
  • Study user behavior when using Media contents
  • Understand entrepreneurial dynamics in the Internet Media sector at Italian and international level
Mobile B2c Strategy
  • Analyse at an international level the role of Mobile in the digital macro-trends and in the creation of new business models
  • Analyse the profile and the behavior of the Italian Mobile users
  • Understand how Italian companies use the Mobile in the relation process with their customers
  • Identify and quantify the impact and the results of Mobile on the business
  • Estimate the Advertising market on Mobile and detect the main growth drivers and barriers
  • Estimate the Sms Bulk volumes, along with the market analysis of push notifications, chatbots and messaging new solutions
  • Analyse the evolution of wallet’s market
  • Critically understand the ongoing trends in the national and international startup market
Mobile Payment & Commerce
  • Analyse the offer of Mobile Payment & Commerce solutions
  • Examine the point of view and satisfaction level of current Italian Mobile Wallet users
  • Involve storekeepers to identify their needs and measure the value generated through Mobile Payment & Commerce solutions
  • Estimate the current value of New Digital Payments transactions and the growth forecast
  • Take a census of the main startups in the field of Mobile Payment & Commerce and identify the trends in innovation at international level;
  • Monitor the evolution of the legislative framework and study the main technological implications concerning security and privacy.

OUTPUTS & IMPACTS

eCommerce B2c
  • Mangiaracina R., Perego A., Seghezzi A., Tumino A. (2018) “Optimizing store-based picking in the e-grocery: a model to assess costs and benefits”, Proceedings of the XXIII Summer School Francesco Turco, 12-14 September 2018, pp. 318-326
  • Mangiaracina R., Perego A., Siragusa A., Tumino A. (2018) “An innovative multivendor warehouse in e-grocery: An activity based model to assess different configurations”, Proceedings of the XXIII Summer School Francesco Turco, 12-14 September 2018, pp. 311-317
  • Giuffrida M., Mangiaracina R., Perego A., Tumino A. (2018) “Entering China via cross border e-commerce: Logistics solutions and related challenges”, Proceedings of the XXIII Summer School Francesco Turco, 12-14 September 2018, pp. 270-276
  • Giuffrida, M., Mangiaracina, R., Perego, A., Tumino, A. (2017) “Cross-border B2C e-commerce to Greater China and the role of logistics: a literature review ” , International Journal of Physical Distribution & Logistics Management, 47(9), pp. 772-795
  • Mangiaracina, R., Perego, A., Perotti, S., & Tumino, A. (2016), “Assessing the environmental impact of logistics in online and offline B2C purchasing processes in the apparel industry”, International Journal of Logistics Systems and Management, Vol. 23 No. 1, pp. 98-124
  • Mangiaracina, R., Marchet, G., Perotti, S., Tumino, A. (2015). “A review of the environmental implications of B2C e-commerce: a logistics perspective”, International Journal of Physical Distribution & Logistics Management, 45(6), pp. 565-591
  • Mangiaracina R., Perego A., Campari F. (2012). “Factors Influencing B2c eCommerce diffusion”. World Academy Of Science, Engineering And Technology, 2012, Vol. 65, p. 311-319
  • Brugnoli G., Mangiaracina R., Perego A., “The eCommerce Customer journey. A model to assess and compare the user experience of the eCommerce websites”, Journal of Internet Banking and Commerce, 2009, vol. 14, no. 3
  • Mangiaracina R., Perego A., “Payment systems in the B2c eCommerce: are they a barrier for the online customer?”, Journal of Internet Banking and Commerce, 2009, vol. 14, no. 3
  • Mangiaracina R., Melacini M., “E-commerce in the grocery industry: an assessment of distribution strategies”, 2012, 3rd World Conference on Information Tecnology (WCIT). p. 1-10, Barcelona, Spain 2012
  • Mangiaracina R., Perego A., “Logistics strategies in the B2c eCommerce: Evidence from the Field”, 2008, FH Science Day, Linz, 6th November 2008, pp. 483-491

A5 REPORTS

  • “eCommerce B2c: cresce il mercato, ma aumenta il valore?”, October 2018
  • “Pagamenti e logistica per un eCommerce B2c di successo”, September 2018
  • “eCommerce B2c: piattaforme e strumenti per aumentare le vendite”, July 2018
  • “eCommerce B2c in Italia: servono visione, coraggio e perseveranza!”, October 2017
  •  “Food&Grocery in Italia: l’eCommerce è servito?”, June 2017
  •  “Food online: l’appetito vien comprando!”, Dicember 2016
  • “eCommerce B2c in Italia: esame di maturità per l’offerta”, October 2016
  • “L’online nel Fashion: Un canale che fa tendenza”, July 2016
  • “Social? Mobile? Multicanalità? Sì, ma sono servizio e convenienza la linfa dell’eCommerce in Italia”, October 2015
  • “L’eCommerce B2c in Italia: le Dot Com corrono, i retailer inseguono”, October 2014

 

FOCUS REPORTS

  • “Quanto vale l’eCommerce B2c in Italia?”, November 2018
  •  “Overview sulla catena del valore dell’eCommerce B2c: le fasi Act e React”, November 2018
  •  “Overview sulla catena del valore dell’eCommerce B2c: le fasi Attract e Interact”, October 2018
  •  “L’eCommerce B2c in Italia: le prime evidenze per il 2018”, August 2018
  •  “La user experience nell’eCommerce B2c in Italia”, March 2018
  •  “Il mercato dell’eCommerce B2c in Italia”, November 2017
  •  “L’eCommerce B2c in Italia: le prime evidenze per il 2017”, June 2017
  • “L’eCommerce B2c nel comparto Food&Grocery: mercato, modelli di business e trend in atto”, January 2017
  •  “Il mercato dell’eCommerce B2c in Italia”, November 2016
  • “L’eCommerce B2c nel comparto Fashion: mercato e customer experience”, September 2016
  • “L’eCommerce B2c in Italia: le prime evidenze per il 2016”, June 2016
  •  “L’eCommerce B2c: mercati internazionali e mercato italiano a confronto”, February 2016
  •  “L’eCommerce B2c nel comparto Food&Grocery: mercato, modelli di business e trend in atto”, February 2016
  •  “L’eCommerce B2c in Italia da Smartphone e Tablet”, January 2016
  •  “I sistemi di pagamento nell’eCommerce B2c: adozione, frodi e strumenti innovative”, January 2016
  •  “L’eCommerce B2c in Italia: l’analisi dell’offerta”, Dicember 2015
  • “Il mercato dell’eCommerce B2c in Italia”, November 2015
  • “L’home delivery e la logistica a supporto dell’Export”, April 2015
  •  “L’eCommerce B2c in Italia: il contributo dell’Export”, April 2015
  • “L’eCommerce B2c: mercati internazionali e mercato italiano a confronto”, February 2015
  • “I sistemi di pagamento nell’eCommerce B2c: adozione, frodi e strumenti innovative”, January 2015
  • “L’eCommerce B2c da nuovi device: stato attuale e prospettive”, January 2015
  •  “L’eCommerce B2c in Italia: l’analisi dell’offerta”, Dicember 2014
  • “Il mercato dell’eCommerce B2c in Italia: stato attuale e prospettive”, November 2014
  • “La logistica distributiva a supporto dell’ecommerce: fattore tattico o strategico?”, March 2014
  •  “I sistemi di pagamento nell’ecommerce B2c: adozione, frodi e strumenti innovative”, March 2014
  •  “Il mobile Commerce in Italia: stato attuale e prospettive”, March 2014
  •  “L’ecommerce B2c nel comparto dell’abbigliamento”, March 2014
  •  “La multicanalità: alternative progettuali, benefici”, criticità, February 2014
  • “Il mercato dell’eCommerce B2c in Italia”, February 2014
Internet Media

A5 REPORTS

  • “Internet Media: avanti tutta, ma avanti tutti?”, June 2018
  •  “Internet Media: è ora di misurarsi!”, June 2017
  •  “Internet Media: il dato è tratto”, June 2016
  •  “Internet Advertising: verso il 30% del mercato”, June 2015
  •  “Internet Media: verso i 2 miliardi di euro grazie a Mobile Video Social e Data-driven Advertising”, March 2014

FOCUS REPORTS

  •  “Internet Media: il punto di vista del consumatore”, August 2018
  •  “Data Strategy: dall’analisi del dato all’utilizzo strategico in ambito Media”, August 2018
  •  “Measurement Strategy e Media Transparency: lo stato dell’arte in Italia”, July 2018
  • “Internet Media: le startup finanziate a livello internazionale e italiano”, July 2018
  • “Internet Media: lo scenario del mercato italiano e i trend in atto”, July 2018
  • “Le Dinamiche del Mercato del Native advertising: dai nuovi trend al Digital Trade marketing”, February 2018
  •  “Internet Advertising: le dinamiche del mercato italiano”, January 2018
  • “Measurement Strategy: framework di riferimento e stato dell’arte in Italia”, November 2017
  • “Internet Media: le Startup finanziate a livello internazionale e italiano”, November 2017
  •  “Internet Media: il punto di vista del consumatore”, November 2017
  •  “Data Strategy: definizioni, caratteristiche e benefici attesi in ambito Media”, August 2017
  • “Internet Media: lo scenario del mercato italiano e i trend in atto”, July 2017
  • “Native Advertising: definizione, dinamiche di mercato e trend di sviluppo”, October 2016
  • “Internet Media: il punto di vista del consumatore”, September 2016
  • “Internet Media: lo scenario di mercato, i trend in atto e le opportunità per le Media Company”, July 2016
  •  “Internet Media: le Startup finanziate a livello internazionale e italiano”, July 2016
  •  “Data Management Platform: caratteristiche, obiettivi e benefici per le aziende”, June 2016
  • “Internet Media: il punto di vista del consumatore”, February 2016
  • “Internet Advertising: le dinamiche del mercato italiano”, January 2016
  • “Internet Media: le Startup finanziate a livello internazionale e italiano”, January 2016
  •  “Internet Media: overview del mercato e sfide per le Media Company”, September 2015
  •  “Social Network in Italia: mercato, utenti, offerta e trend in atto”, October 2014
  • “Video Online in Italia: mercato, utenti, offerta e trend in atto”, July 2014
  • “I Media su Tablet in Italia: mercato, utenti, offerta e trend in atto”, April 2014
  • “I Media su Smartphone in Italia: mercato, utenti, offerta e trend in atto”, April 2014
  • “Media e Internet Media: i numeri del mercato italiano”, April 2014
  • “New Internet: overview del mercato, trend in atto e sfide per gli editori tradizionali”, April 2014
Mobile B2c Strategy

A5 REPORTS

  • “Customer journey sempre più Mobile: ready for the next level?”, February 2018
  • “Mobile: think out of the box”, February 2017
  • “Strategia, Organizzazione e Dati: i pilastri della Mobile Transformation”, February 2016
  • “Mobile Economy: la via per la digitalizzazione del Paese”, May 2015
  • “Mobile Marketing & Service: la partita si fa seria!”, January 2015
  • “Mobile & App Economy: verso il 2% del Pil”, April 2014
  • “Mobile Marketing & Service: quando la strategia fa la differenza”, January 2014
  • FOCUS REPORTS
  • “Mobile App e Site: l’offerta delle top aziende italiane”, August 2018
  • “Mobile Advertising: le dinamiche del mercato italiano”, August 2018
  • “Il Mobile nel processo d’acquisto: il comportamento dei Mobile Surfer italiani”, July 2018
  • “Mobile B2c Strategy: i trend in atto”, April 2018
  • “Mobile B2c Strategy: le startup finanziate a livello internazionale e italiano”, September 2017
  • “Il Mobile nel processo d’acquisto: il comportamento dei Mobile Surfer italiani”, May 2017
  • “Mobile Advertising: le dinamiche del mercato italiano”, May 2017
  •  “Mobile B2c Strategy: il grado di maturità delle imprese italiane”, May 2017
  • “Push notification: obiettivi e player di riferimento”, October 2016
  • “Il Mobile nel processo d’acquisto: il comportamento dei Mobile Surfer italiani”, September 2016
  •  “La Mobile Enterprise nelle PMI nel 2015”, June 2016
  • “Mobile Compliance & Security”, June 2016
  •  “Mobile Advertising: le dinamiche del mercato”, May 2016
  •  “Mobile B2c Strategy: lo stato di adozione in Italia”, April 2016
  •  “Mobile Economy: dinamiche di mercato attuali e prospettiche”, February 2016
  • “Mobile Content e Mobile Apps: i numeri del mercato”, June 2015
  •  “Mobile Marketing & Service: l’offerta di Mobile App nel settore Utility Luce, Gas e Carburante”, April 2015
  • “Mobile Marketing & Service: le startup finanziate a livello internazionale e italiano”, April 2015
  • “Mobile Advertising: le dinamiche del mercato”, April 2015
  • “Mobile Marketing & Service: il punto di vista dei Mobile Surfer italiani”, February 2015
  • “Le startup di Mobile Content & App finanziate: lo scenario internazionale e la situazione in Italia”, December 2014
  • “Mobile Content e Mobile App: tutti i numeri del mercato”, December 2014
  • “Mobile & App Economy: il punto di vista del consumatore”, December 2014
  •  “Mobile Marketing & Service: l’offerta di Mobile App e Mobile Site nel settore trasporti pubblici nazionali”, December 2014
  • “Mobile Marketing & Service: l’offerta di Mobile App e Mobile Site nel settore utility e carburanti”, December 2014
  •  “Mobile Advertising: le dinamiche del mercato”, October 2014
  • “Mobile Marketing & Service: il punto di vista dei Surfer italiani”, July 2014
  • “Mobile Marketing & Service: il punto di vista dei Marketer italiani”, June 2014
  • “Mobile & App Economy: verso il 2% del Pil”, May 2014
  • “Mobile Content e Mobile Apps: quali i driver di sviluppo futuro?”, April 2014
  • “Mobile Internet: quali dinamiche di mercato?”, April 2014
  • “Le Startup di Mobile Content & Apps finanziate: lo scenario internazionale e la situazione in Italia”, April 2014
  •  “Telco mobili: quali i trend in atto e i possibili scenari futuri?”, March 2014
  • “Mobile Marketing & Service: stato attuale e prospettive”, March 2014

 

Mobile Payment & Commerce

A5 REPORTS

  • “Mobile Payment & Commerce allacciate le cinture!”, March 2018
  • “Mobile Payment & Commerce: fasten your seatbelts!”, October 2018
  • “Il Mobile Payment & Commerce alla conquista del mondo”, March 2017
  • “Mobile Payment & Commerce: conquering the world”, June 2017
  • “Mobile Payment & Commerce: engage your customers”, February 2016
  • “Mobile Payment & Commerce: non manca più nessuno!”, February 2015
  • “Mobile Payment & Commerce: un ponte tra il mondo fisico e il mondo digitale”, February 2014

FOCUS REPORTS

  • “Il costo degli strumenti di pagamento: il punto di vista dei piccoli esercenti”, November 2018
  • “Mobile Payment & Commerce i trend innovativi e la competizione allargata”, October 2018
  •  “Strategie di sviluppo dei New Digital Payment abilitate dal quadro normativo europeo e nazionale – Vol.2: lo scenario italiano”, July 2018
  • “Identità e Mobile: le opportunità racchiuse nello smartphone”, June 2018
  • “Identity and Mobile: The opportunities inside your smartphone”, June 2018
  • “Mobile Wallet: la User Experience piace ai consumatori?”, June 2018
  •  “Overview del Mobile Payment & Commerce in Italia nel 2017”, April 2018
  • “Il Mobile Payment & Commerce nel mondo: i casi Spagna, Svezia e India”, March 2018
  • “Mobile Payments Commerce in the world: Spain, Sweden and India cases”, October 2018
  •  “Mobile Payment & Commerce: il punto di vista di esercenti e consumatori”, August 2017
  • “Il punto di vista degli utilizzatori di Mobile POS: la cassa è davvero smart?”, June 2017
  • “Il Mobile Payment & Commerce nel mondo: i casi Cina e Regno Unito”, June 2017
  •  “Strategie di sviluppo dei New Digital Payment abilitate dal quadro normativo europeo e nazionale Vol.1: dai pagamenti alla Blockchain”, April 2017
  • “Overview del Mobile Payment & Commerce in Italia nel 2016”, April 2017
  • “L’evoluzione della normativa in ambito pagamenti digitali e l’impatto della Brexit sul mercato europeo dei servizi di pagamento”, August 2016
  • “I pagamenti digitali in Italia”, July 2016
  •  “Le Startup nel Mobile Payment & Commerce nel 2015”, July 2016
  • “Interessi, aspettative e modalità di ingaggio dei consumatori”, June 2016
  •  “Overview del Mobile Payment & Commerce in Italia: engage your customers”, May 2016
  • “Le soluzioni di Mobile Proximity Payment NFC a confronto: chi vincerà la sfida?”, April 2016
  •  “Le nuove norme per le commissioni dei pagamenti con carte: quali impatti sul mercato dei pagamenti digitali?”, August 2015
  • “Mobile POS: l’offerta italiana”, July 2015
  • “Pagamenti elettronici e Mobile Payment & Commerce: i valori del transato”, July 2015
  •  “Le Startup nel Mobile Payment & Commerce nel 2014”, July 2015
  • “L’offerta di Mobile Payment & Commerce in Italia nel 2014”, May 2015
  • “Mobile Payment & Commerce offer in Italy in 2014”, May 2015
  • “Il Mobile Payment & Commerce in Italia e nel Mondo nel 2014”, April 2015
  •  “Le startup nel Mobile Payment & Commerce”, September 2014
  • “Mobile Proximity Payment: le direzioni di lavoro per l’ecosistema italiano”, May 2014
  • “Gli italiani nel 2013 sono pronti per il Mobile Payment & Commerce”, May 2014
  • “Pagamenti elettronici e Mobile Payment & Commerce: i valori del transato”, May 2014
  • “Mobile Wallet War: chi vincerà la sfida?”, April 2014
  •  “L’offerta di Mobile Payment & Commerce in Italia”, April 2014
  • “Mobile POS: un nuovo modo di fare acquiring”, April 2014
  • “L’evoluzione della normativa in ambito pagamenti: un equilibrio tra regulation e deregulation”, March 2014
  • “Il Mobile Payment & Commerce in Italia e nel mondo”, March 2014

FUNDERS

  • eCommerce B2c: Accenture Interactive, Alpenite, Axerve, BRT Corriere Espresso, DHL Italia, Drop | e-business provider, eBay.it, GLS Corriere Espresso, GreenRouter, GS1 Italy,  Intesa Sanpaolo, Keros Digital, Mastercard,  Milkman, Nexi, Nexive, PAYBACK PayPal, Poste Italiane, PwC, SAP Customer Experience, STEF Italia, Stiva
  • Internet Media: Arkage, Ciaopeople, comScore, Digitalia ’08, Discovery Italia, Doxa, GEDI Gruppo Editoriale, Havas Group Media, IGP Decaux, Mediamond, Publitalia’80, Quantcast, Rai/Rai Pubblicità, RCS, RTI Business Digital, seedtag, SHAA, Sky Media, Sublime, Teads, Tradelab, Turbo, WebAds, Weborama
  • Mobile B2c Strategy: AdKaora, AppQuality, Beintoo, Doxa, Hic Mobile, Kaleyra, Ogury, RTI Business Digital, Stocard, Synesthesia, Toshiba Global Commerce Solutions; comScore, Enel, GS1 Italy, JoinTag, Posytron, Rai/Rai Pubblicità, rdcom.it
  • Mobile Payment & Commerce: Accenture, Agos, Banca Cambiano 1884, Banca di Asti, Banca Mediolanum, Banco BPM, Bancomat, BNL – Gruppo BNP Paribas, Cassa Centrale Banca – Gruppo Bancario, Cigierre – Compagnia Generale Ristorazione, Custom, Deloitte Digital, Deutsche Bank, Eni, Hype, ING, Ingenico, Intesa Sanpaolo, Kantar TNS, Mastercard, Mercury Payment Services, MSC Cruises, Nexi, PAX Italia, Pay Reply, PayPal, Postepay, Samsung Electronics Italia, Satispay, SIA, Sinergia – Iccrea Banca, SisalPay, Techedge, Sparkasse – Cassa di Risparmio, UBI Banca, UniCredit, UnipolSai, Visa