Salesforce State of Commerce: Latest E-commerce Trends in Italy

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The new edition of the State of Commerce report is available , which collects the results of the analysis conducted by Salesforce (NYSE: CRM), interviewing, between October 6 and November 8, 2023, 2,700 e-commerce professionals in 15 countries (including 200 in Italy) on the purchasing behaviors of over 1.5 billion B2B and B2C customers.

Additionally, Salesforce analyzed the shopping activity of more than 1.5 billion shoppers across 64 countries between Q3 2022 and Q3 2023 on websites running on Salesforce Commerce Cloud. To be included in this analysis, sites had to meet a minimum threshold of monthly visits and orders.

A good adoption of AI
According to the data collected, 74% of e-commerce accurate mobile phone number list companies in Italy already use AI : about a third (29%) have already fully implemented it while 45% are still experimenting with it. A further 27% are evaluating whether and how AI can be integrated into their activities.

Globally, only 3% of sales-related companies have no plans to introduce AI into their business. Nearly a third (29%) of e-commerce teams in companies have fully implemented AI into their workflows so far. Industry professionals who have already introduced AI into their operations report significant benefits in internal processes and productivity, attributing, for example, an average time saving of 6.4 hours per week to the technology .

Digital wallets are the preferred payment method
According to Salesforce Commerce Cloud data, in the third quarter of 2023, global use of digital payment methods such as Apple Pay and Google Pay grew 56% compared to the previous year. In Italy, 53% of organizations accept Apple Pay .

Globally, the data also shows a sharp increase in transactions made through digital wallets, while other payment methods, such as PayPal, Buy Now Pay Later (BNPL) services and bank transfers, are declining. In contrast to the rise of digital wallets is the decline of cryptocurrencies, a payment method that was on the rise until 2022, but whose adoption rates have since stalled .

Ecommerce a stage in the customer journey
Digital transactions are not limited to e-commerce website checkout pages. Most organizations are now incorporating transaction capabilities into other parts of the customer journey, connecting commerce to sales, service, and marketing channels. For example, 50% of Italian companies have payment capabilities in their marketing emails , and 96% see increased revenue from customer service channels.