ITALY
CROSS-BORDER ECOMMERCE REPORT
CRITICAL FACTS AND INSIGHTS FOR INTERNATIONAL EXPANSION
UPDATE 2014
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1. Introduction 3
2. Ecommerce Facts and Figures in Italy
4
3. Cross-border Ecommerce Opportunities 7
4. Industry Trends in Italy
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1.1. What’s Included in Each Country Report
1.2. Our Methodology
3.1. Language as a Key Driver
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4
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5. Preferred Payment Methods in Italy
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6. Mobile Payments in Italy
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7. Payment Service Providers
18
8. Ecommerce Fraud and Online Fraud Prevention
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9. Logistics in Italy
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10. Ecommerce Law in Italy
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11. Sources and References
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5.1. Domestic and Preferred Card Schemes
5.2. Alternative Payment Methods
5.3. Preferred Online Payment Methods
6.1. Mobile Wallet
6.2. mPOS Solutions
6.3. Schemes Backed
6.4. Mobile Operator Backed
6.5. Financial Institution Backed
6.6. Merchants Backed 6.7. Other Mobile Payments-related Initiatives
7.1. Major Acquirers in Italy
8.1. Payment Fraud Profile
8.2. Ecommerce and Mobile Commerce Fraud Prevention
9.1. Reverse Logistics
9.2. Good Returns Management Helps You Grow
10.1. Privacy and Data Protection
10.2. Consumer Protection
10.3. Digital Signatures and Authentication
10.4. Custom and Duties 10.5. Electronic Contracting
10.6. Computer Crime
10.7. Intellectual Property Rights and Labeling
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1. Introduction
In October 2013 the Cross-border Ecommerce Community was launched (http://www.crossborder-ecommerce.
com). The co-creators and partners in this initiative believe that we are stronger collectively, when we bundle our
knowledge. We provide facts and figures on mature and emerging markets, preferred payment methods, logistics,
risk and fraud, as well as ecommerce legislation and regulation. Our community is designed to become the industry’s
knowledge hub offering a deeper understanding of the various influences in ecommerce. We provide key insights that
can result in exciting initiatives and ultimately lead to international expansion for the benefit of all stakeholders within
the global dynamic of ecommerce.
More than ten thousands reports have been downloaded since the beginning of the CBEC initiative, which is indicative
of the high market interest in such comprehensive intelligence. The feedback and response we have received have
been really positive and we are happy to see that our reports have successfully addressed the market need.
We are committed to investing further effort, resources and time not only in extensive research, but also in publishing
the updated versions of the reports based upon 2013 data.
The diversity of payment methods, coupled with developing cross-border business models are considered key to
building and increasing your business. We address the markets need for more clarity and guidance by generating
valuable content on mature and developing markets which is a great asset in strategic decision making and
corresponding approaches. We share need-to-know insights, well documented research papers, industry reports
and info-graphics that highlight global opportunities creating a profitable cross-border ecommerce platform for
businesses to grow.
1.1. What’s Included in Each Country Report
A clear and comprehensive overview of the ecommerce and online payments platform, which includes updates on
the most relevant industry indicators and country specifics:
• Ecommerce facts and figures
• Cross-border ecommerce
• Industry trends
• Preferred payment methods
• Mobile payments
• Payment service providers • Ecommerce fraud and online fraud prevention
• Logistics
• Ecommerce law
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1.2. Our Methodology
In this analysis, we rely mainly on secondary research from multiple sources, including: Internet World Stats, Eurostat,
MarketResearch, consultancy companies, card schemes and ecommerce associations. We then combine this with
primary research from industry thought leaders, payments as well as fraud experts within our CBEC partners, with
very solid knowledge about the local/regional online payments and the ecommerce landscape. In addition, we use
our own resources and skill sets to provide clarity whenever we come across conflicting data records, facts and
statistics collected from multiple sources. Lastly, it is important to mention that these reports are based upon data
from 2013, unless otherwise stated.
There are significant variations in ecommerce development and the use of online payment methods across countries,
with transactions ranging from small values to substantial sums, initiated via a range of payment instruments and
driven by different business models. As ecommerce (and implicitly online payments) development is driven by country
specific factors, and also registers different growth levels, data availability varies significantly between countries. Some
of them have various organizations/market research firms/indexes that publicly and consistently reveal ecommercerelated data. Other countries are presented with the challenge of a language barrier, making data gathering and
reliability more difficult. Therefore, in some cases we had to gather our information from unrelated data sources.
By bringing together and sharing expertise from multiple sources we hope you will gain a thorough understanding
of the different influencing factors that shape the ecommerce dynamics and will help you keep up with the growing
consumer demands in this ever changing marketplace. Success depends on knowing how to engage customers in
today’s global, omni-channel commerce reality.
2. Ecommerce Facts and Figures in Italy
The ecommerce market in Italy is still finding its feet. With under 60% internet penetration rate, and a relatively low
urban population compared to other European countries, the landscape is still underdeveloped. Yet, ecommerce
is taking form, driven largely by huge mobile, particularly smartphone, penetration. Over a fifth of the population is
purchasing via their mobile or tablet. Cross-border activity is also prominent, with almost a third of Italian consumers
having purchased from a non-Italian website, largely driven by lack of availability in their domestic market.
• Total Population
- 60 million
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• Age Breakdown
- 43% of the population in Italy are between 25 and 54.
Age Breakdown in Italy
13.8%
21.0%
9.8%
■ 0-14
■ 15-24
■ 25-54
12.4%
■ 55-64
■ 65 and over
43.0%
CIA World Factbook
• Religion
-Italy is mostly a Christian country, with 80% observance. The majority of this figure is Roman Catholic, but there
are small numbers of Jehovah's Witnesses and Protestants.
Religions of Italy
Atheist / Agnostic (19.4%)
Muslim (0.6%)
Christian (80.0%)
CIA World Factbook
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• Urban Population
- 69%
• Internet Penetration
- 58.5%
- 36 million users.
• Mobile Penetration
- 159%, one of the highest penetration rates in Europe.
• Tablet Penetration
- 19.6%
- Up almost 5% from 2012.
• Smartphone Penetration
- 38.4 million smartphone users, 64.1% penetration.
- Increase of 23.5% from 2012.
• Online Shoppers
- 15.8 million
• Ecommerce Sales
- EUR 11 billion
• Ecommerce Penetration
- 44.1%
• Ecommerce CAGR (2008 – 2013)
- 18.2%
• Mobile Commerce
-Online retail websites and apps are visited by 23.8% of smartphone owners, followed closely by shopping and
price guides at 22.6%.
- Usage of retail apps showed the strongest year-over-year increase of 74.8%.
-21% of smartphone users, approximately 8 million people, purchase goods on their mobile at least once a
month. Italy is second only to the UK for mobile commerce in the EU (UK, Germany, France, Italy and Spain).
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• Mobile OS Platforms
- Android is the preferred mobile operating system in Italy at 67.3%.
Preferred Mobile Operating Systems in Italy
1.0%
17.0%
■ Android
2.1%
■ iOS
■ Blackberry RIM
■ Microsoft
12.6%
■ Other
67.3%
Kantar World Panel, 2014
3. Cross-border Ecommerce Opportunities
•Driven by lack of availability in their domestic market, about 30% of the Italian population, 16.8 million people,
bought goods or services from non-Italian websites.
• Italian consumers mostly purchase from the UK and Germany.
Italian Consumers Purchasing Cross-border
the UK (12.5%)
Germany (9.6%)
France (5.8%)
the USA (8.0%)
China (5.4%)
PostNord – Ecommerce in Europe, 2014
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• There are also 4.2 million Italians buying from US websites and 2.8 million buying from China.
•Export does not match ecommerce import as only one in four Italian merchants sell abroad, but those who do
mostly sell to Germany, Spain and the UK.
Italian Merchants Selling Cross-border
Germany (3.4%)
the UK (2.8%)
Spain (3.4%)
France (1.7%)
PostNord – Ecommerce in Europe, 2014
• Fashion, food and tourism were Italy’s leading ecommerce exports in 2013.
• The top cross-border category for online shoppers in Italy was discount air tickets.
3.1. Language as a Key Driver
•The official language in Italy is Italian, spoken by 93% of the population.
•Other languages spoken in Italy include German, spoken by approximately 300 thousand people, Slovene
spoken by approximately 80 thousand people and Albanian, spoken by 80 to 100 thousand people.
•Italian is one of the official languages of Switzerland, together with French and German, with 0.5 million speakers.
•There is common use of Italian in Malta, where 2 out of 3 of the population, approximately 280 thousand, speak
it fluently.
•There are also one million Italian speakers in the US. In Canada, Italian is spoken by over 660 thousand speakers.
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4. Industry Trends in Italy
•51% of Italian consumers said they would be more likely to shop from a retailer if they could buy online and
collect the item in-store. 59% want the ability to buy online and return items in-store.
• Travel and transport remained the largest single category of Italian ecommerce purchases, at 43%.
• Of internet retail in Italy, the top categories are Consumer Electronics and Apparel and Footwear.
Top Online Retail Categories in Italy
In EUR Millions
Traditional Toys and Games (32.9)
Food and Drink (400.1)
Media Products (566.1)
Housewares and Home Furnishings (19.2)
Home Improvement and Gardening (7.4)
Home Care (41.3)
Consumer Appliances (160.0)
Consumer Healthcare (56.9)
Consumer Electronics (817.0)
Apparel and Footwear (786.9)
Beauty and Personal Care (188.6)
900
800
700
600
500
400
300
200
100
0
Euromonitor International – Internet Retailing in Italy, 2014
•The ecommerce website with the greatest percentage value share in Italy is the non-Italian online platform eBay,
with 18.7%.
Major Online Retailers in Italy
In % value share
eBay (18.7%)
Amazon.it (9.2%)
Esselunga A Casa (3.3%)
Privalia (3.0%)
Mediashopping.it (2.6%)
Pixmania (2.4%)
Mediaworld.it (2.2%)
Apple (1.7%)
Internetbookshop.it (1.5%)
Trony (1.5%)
Euromonitor International – Internet Retailing in Italy, 2014
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•Italian consumers have high expectations for delivery service, with 63% consumers believing it to be very
important that goods be delivered free of charge.
•Italian online shoppers are more price conscious than other European countries. 63% of Italians confirm that
that lowest price is a very important issue when choosing which website to buy products from.
5. Preferred Payment Methods in Italy
5.1. Domestic and Preferred Card Schemes
• Visa is the preferred credit card scheme in Italy, with 56.2% share.
Credit Cards in Italy
1.0%
42.8%
■ Visa
56.2%
■ MasterCard
■ American Express
Euromonitor International – Credit Cards in Italy, 2014
5.2. Alternative Payment Methods
• Mybank is an e-authorisation solution which enables safe digital payments and identity authentication through
a consumer’s own online banking portal or mobile application. It is an infrastructure which facilitates real time
ecommerce services between seller and buyer banks across Europe.
•Prepaid Voucher is an electronic stored value voucher, which could be redeemed through SMS and be transferred
instantly in a user’s account for immediate use.
• Prepaid Card is a payment card with monetary value stored into it, without maintaining an account with a bank.
• PayPal is an online payments and money transfer service that allows you to send money via e-mail, phone, text
message or Skype. Founded in 1998, PayPal offers products to both individuals and businesses alike, including
online vendors, auction websites and corporate users.
• Neosurf is a pre-pay voucher payment method. The shopper purchases a voucher from an outlet such as a
newsagent. The voucher has a face value and the shopper can make purchases up to the voucher value. Any unused
value is retained on the voucher for future use.
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5.3. Preferred Online Payment Methods
Preferred Online Payment Methods in Italy
2.2%
5.6%
4.6%
25.6%
2.6%
■ Credit / Debit Card
■ PayPal
■ Cash or Cheque
■ Bank Transfer
16.4%
■ Prepaid Card
■ Other Money Transfer e.g. Western Union
■ Prepaid Voucher
7.3%
22.7%
■ Other
■ Mybank
12.9%
http://www.datamonitor.com
Find out more about online payment methods in Italy and how to increase conversion.
6. Mobile Payments in Italy
Using cash is still the traditional mindset in Italy and security is a major concern for Italian users.
A very recent and up-to-date research carried out by SWG on a sample of 1000 Italian citizens, on perceptions
and attitudes with respect to digital payments, shows a typical two speed country, with a sharp contrast between
a portion of the population refractory in using digital payment means (defined as "low users", who collect 35% of
all respondents ) and a share, on the contrary, highly digitized that would like further enhanced opportunities for
the use of digital forms of payment (defined as "heavy users" who collect 23% of all respondents). 65% of Italians
believe that electronic payments have to be increased in terms of security, but simplicity (streamlined user-experience
improvements) is only important for 25% of the sample.
The differences between low users and heavy users are derived from two key factors: the cultural attitude with
respect to the digital world, in a broad sense, and practical experience along with the degree of awareness of the use
of electronic payment instruments.
The Mobile Payments in Italy section will provide details on the similarities and differences between the mobile
financial services providers and the solutions available on the Italian market.
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6.1. Mobile Wallet
Mobile wallet solutions are provided by major banks, telecom operators and merchants. Most of them enable
payment either in-store or online by using a credit card linked to the wallet. The type of transaction is CNP (Card-NotPresent) in both circumstances.
In the case of the mobile wallet that also enables a mobile proximity payment via NFC, the in-store purchase is
done via contactless, by the use of the dematerialised payment card stored in the Secure Element (SIM embedded).
In such a case, the transaction processed at POS terminal is CP (Card-Present).
Here is a detailed list of the available mobile wallet solutions:
•In October 2014, CheBanca! launched its wallet solution called WOW. With WOW, clients can pay bills, transfer
money with the SendMoney function powered by PayPal, top-up phone cards, pay Telecom Italia bills, confirm
with the smartphone the payment of a purchase made on the MasterPass circuit.
• In July 2014, BNL Gruppo BNP Paribas launched its wallet solution based on NFC, called YouPass.
•In June 2014, TIM launched its TIM Wallet solution based on NFC. Telecom Italia aims to increase the use of mobile
payments and make TIM Wallet available throughout Italy, after experimenting in the Milan area for two years.
• In June 2014, Mediolanum bank launched its Wallet solution based on NFC.
• In April 2014, Vodafone launched its wallet solution based on NFC.
•In early 2012, Banca Sella launched its UP Mobile wallet, based on QR Codes. Banca Sella is also playing the
role of the acquirer for merchants that want to use UP Mobile. UP Mobile is used for online transactions as well.
•In December 2011, Intesa Sanpaolo bank launched its “Move and Pay” wallet solution based on NFC (initially
supported only by Noverca telecom operator).
•In July 2009, Banca Popolare di Sondrio launched its Mobile Wallet solution, dubbed WiW Mobile, developed
and powered by Siteba (now a company of ICBPI group).
6.2. mPOS Solutions
A closer look at the Italian mPOS market can allow us to consider the following scenarios:
• mPOS solution offered by newcomers;
• mPOS solution offered by traditional Payment Services Provider.
In the first case, newcomers deal with an aggressive full acquiring proposition by disintermediation of the traditional
acquiring banks. They can provide such a service, either by acting as Payment Facilitator (in Italy, they must be at
least Payment Institutions) or as Agent of the Acquirers (in most cases cross-border Acquirers).
In the second case, mPOS solutions are offered by traditional banks using their own Acquirer.
Telecom operators are mainly involved in any upfront proposition but, in some case, they provide the sales network to
the benefits of the mPOS players.
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In Italy, the main competitors in the mPOS market are:
Newcomers
• payleven;
In September 2014, Cambielli Edilfriuli Group, a national group in the distribution of plumbing supplies and
payleven, entered a distribution partnership. Under the terms of the agreement, payleven’s chip-and-PIN
card reader will be available throughout all the Cambielli Edilfriuli Group’s 200 local stores across Italy.
The payleven solution allows business owners to accept card payments on the go, without fixed costs.
The solution is compliant with the new regulation requiring all business owners and professionals to accept
debit card payments for any transaction over EUR 30. Following this agreement, customers are able to
collect the device free of charge at any Cambielli store after registering online. The card reader connects via
Bluetooth to a smartphone or tablet. Furthermore, in September 2013, payleven signed an agreement with
financial institution Poste Italiane which makes the payleven mobile card payment services available to all
clients of Banco Posta in Italy. Using the payleven solution SMEs, as well as freelancers, can accept debit
and credit cards through an app on their smartphone or tablet.
• JUSP;
Jusp, the mPOS solution for smartphones, tablets and PCs, announced the availability for sale of its mPOS
solution in July 2014. Following a pilot program, the company will provide its mPOS solution to more than
3,000 agents in Italy.
• Wallet-E, with its Wallet-ABILE solution;
In November 2013, Infracom Italy SpA, a national telecommunications operator and data center, and Wallet-E
signed an agreement for the development and innovation of services payment.
• Moneynet (Bassilichi group) with its DoctorPay solution.
Traditional Payment Services Providers
• Banca Popolare di Vicenza, with its POS-sibile solution;
• CartaSi (ICBPI Group);
• UBI Banca;
• Intesa Sanpaolo bank, with its “Move and Pay Business” solution;
In November 2013, Vodafone Italia joined forces with financial institution Intesa Sanpaolo Bank and its
mobile payment subsidiary Setefi to develop a cashless payment kit targeted at traders in Italy who do not
yet have a point-of-sale (POS) system. The kit developed by the three companies consists of a smartphone
or tablet from Vodafone and Setefi’s ‘Mobile Move and Pay Business’ POS. The mPOS reader offered
accepts payment via Visa, MasterCard and cards of the Bancomat consortium. Although there is no rental
charge or activation cost for the reader, customers pay a fee for each transaction based on actual usage.
After downloading the free Android or iOS app, the Vodafone smartphone or tablet connects with the POS
via Bluetooth and customers can begin receiving payment for goods or services.
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In theory, Italian mPOS market should have benefited by the Ministerial Decree on 9 January 2014 (the so called
“Obbligo POS” Decree), which would entered into force by 1st July 2014. The Decree constrains merchant to accept
electronic payment instrument for purchase over EUR 30 but, the absence of sanctions in case of non-observance,
weakened the application. Consequently, the expected boost effect on mPOS market was neglected.
6.3. Schemes Backed
•MasterPass, the digital payment solution from MasterCard, became available in Italy starting with March
2014, following MasterCard’s agreements with the country’s financial institutions and an increasing number of
participating retailers. The new service is available to consumers through their banks, including Banca Generali,
BNL Gruppo BNP Paribas, BPM Banca Popolare di Milano, UBI Banca, Findomestic, CheBanca!, Banca Monte
dei Paschi di Siena. About 4000 Italian retailers have enrolled for MasterPass to date (Media World, Esselunga,
Monclick, Meridiana among others). Italian consumers will be able to use the service when shopping from all
types of devices.
•Visa has announced that it is replacing its V.me digital wallet service with Visa Checkout, a new payment
service that enables consumers in the US, Canada and Australia to pay for goods online, on any device, in “just
a few clicks”. Visa Europe will continue to support V.me and has pledged to invest a further EUR 200 million
in the digital wallet service. V.me by Visa will be available in Italy, along with Germany, Ireland, Norway and
Sweden by the end of 2014.
6.4. Mobile Operator Backed
Italy has five major telecom operators (one of them is an MVNO – PosteMobile – evolving in Full MVNO) that provide
mobile payment services to Italian consumers: Telecom Italia (TIM), Vodafone, Wind, H3G, PosteMobile. Each of them
is differently involved in several initiatives, depending on the type of mobile payment services they provide:
1. Mobile proximity (NFC) for the in-store purchase
In such a scenario, telecom operators provide a real-estate service for the SIM they own, by renting to the banks a
portion of the UICC as the Secure Element. Inside the Secure Element, a Mobile Contactless Payment Application
(i.e. an EMV Payment Application) is hosted. By having, in this case, a dematerialized Payment Card (e.g. a credit
card or a prepaid card) integrated in the Secure Element, telecom operators are able to work in a sort of ecosystem
that is also developed by bank-owned Italian processor SIA, and in which all the stakeholders are interoperable.
Telecom operators also provide their own Mobile Wallet, via which they can offer to clients (i.e. the Cardholders/
Network Subscriber) a streamlined G.U. (User Interface) and the opportunity to store any other applications (payment
application or not-payment application such as loyalty, couponing and transportation ticketing).
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Here is a detailed list of the most recent developments involving telecom operators:
•In April 2014, Vodafone Italia introduced the SmartPass mobile payments system and Vodafone Wallet.
SmartPass is a NFC-based payments system that allows customers to wave their smartphone at a point-of-sale
terminal in order to pay for goods and services. A PIN is only needed for purchases over EUR 25. Over 150,000
POS in Italy support NFC and this is expected to grow thanks to the expansion by Maestro. Earlier, Vodafone
rolled out SmartPass in its other European markets, and in Italy it's working with MasterCard, Maestro and
CartaSi to integrate the system with payment cards. With the Vodafone Wallet application for smartphones,
customers can set up accounts with their payment card details, as well as other loyalty cards and transport
passes. This can then be used for SmartPass payments. To use SmartPass, customers need a NFC-based
smartphone and a SIM. Vodafone estimates there are already more than 8 million NFC-enabled smartphones in
use in Italy, and it has issued over 200,000 SIMs supporting the technology.
•In July 2013, Italian telecom operator Wind teamed up with BNL BNP Paribas Group, SIA Group and
MasterCard to trial a mobile contactless payments service in Italy. The trialled service allows Italian consumers
to make contactless payments via their NFC-powered Samsung smartphones in retail locations which accept
MasterCard PayPass. Purchases are made via a Classic Credit Card issued by BNL and virtualized on an NFC
SIM provided by Gemalto. To access the service, users select mobile as a method of payment on the ‘YouPass
BNL’ mobile app and place the smartphone close to a contactless-enabled POS device. Users can also access
an overview of their mobile contactless transactions via a dedicated portal on the BNL website.
•In October 2014, Italian MVNO PosteMobile launched a new range of NFC-enabled cards, dubbed 'Super SIM
NFC', available from all Italian post offices. The SIM cards allow customers to use their smartphones to pay with
their existing Postamat and Postepay cards. The operator will also be introducing a wider range of advanced
services to the Super SIM NFC, including transport payment facilities, as well as loyalty and couponing
programmes.
•In July 2014, Vodafone Italia announced it is working with high-end Italian food market chain Eataly on a pilot
project that lets 2,500 staff tap their NFC-enabled smartphone or scan a QR code on a smart poster to order
and pay for groceries that are then delivered to their home or office.
•In May 2013, Italian public transport companies TPER Transport Passenger Emilia-Romagna, ANM Napoli and
START Romagna signed an agreement with Telecom Italy and SIA Group to develop and test a mobile ticketing
platform enabling Italian citizens owning smartphones to purchase and validate tickets directly through their
mobile phones. This project begins according to the instructions provided by the Italian Ministry of Transport
contained in the Digital Agenda foreseeing the dissemination of electronic ticketing systems interoperable at
national level. This system uses NFC technology. The mobile ticketing SIM-based NFC platform, which will
be created by Telecom Italy and SIA (through its subsidiary TSP) in cooperation with transport companies, is
set to ensure full interoperability, both at mobile operators and transport companies level according to GSMA
standards. The platform will also be open to other public transport companies and other local mobile operators.
2. Mobile Remote (SMS, SimToolkit, App) for P2P/P2B cases
So far, Italian mobile operators are not specifically involved in any Mobile Remote Payment P2P or P2B initiatives with
their own strong proposition. The only exception is PosteMobile, with its long time track record support for Remote
Financial Services they provide by associating the SIM to a PostePay Card or BancoPosta Account.
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Some telecom operators like TIM or Vodafone also announced to offer a P2P service by the use of their Mobile Wallet
(see above the “Mobile Wallet” section).
3. Carrier billing (SMS)
In Italy, since April 2011, the biggest project for carrier billing services is MobilePay, a payment platform created by the
six Italian mobile operators: Fastweb, Poste Mobile, Telecom Italia Mobile, 3 Italia, Vodafone and Wind. It is powered
by Netsize (a Gemalto group’s company). MobilePay is designed to enable micropayments for digital services, using
smartphones, PCs and tablets. MobilePay allows customers to buy both individual content and subscription services.
With MobilePay, all the user needs is his/her mobile phone to buy a digital product and it doesn’t require a credit card
or a current bank account. The cost of the content will be deducted directly from the smartphone credit if the client
uses a top-up card, or it will be charged to his smartphone account if he’s a subscription customer.
Other cities have in place a similar service. Back in 2012, the first city was Florence, with the service promoted by bus
network ATAF in collaboration with TIM, Vodafone, Wind and 3 Italia. Having sold over 2 million tickets by the end of
2013, the same service was implemented in 10 other cities, in collaboration with their local transportation companies:
Savona, Bari, Genoa, Treviso, Mantua, La Spezia, Pisa, Prato, Brescia and Pistoia, starting with October 2014.
In early July 2014, there were other two announcements regarding services provided by A-Tono agency, still in
collaboration with the telecom operators TIM, Vodafone, H3G and Wind. From 9 July 2014, in Vicenza, it is possible to
use the smartphone credit to buy electronic tickets and, from July 22, in Padua, where the service was already active by
the end of 2013, but only available for urban transport, the inclusion of suburban transport has become available as well.
In April 2014, European mobile operator payment provider DIMOCO rolled out a new service for billing digital content
via direct carrier billing in Italy. With this solution, business customers can host and brand their payment page in their
individual corporate design. Digital content is set to be billed via one-click-payment.
6.5. Financial Institution Backed
Financial institutions are also acting as PSP Payment Services Provider (i.e. banks, Payment Institutions, eMoney
Issuer and Poste) and are differently involved in several mobile payment initiatives, depending on the type of services
they provide:
1.Mobile Proximity (NFC-based) for the in-store purchase;
2.Mobile Proximity (QR Code-based);
3.Mobile Remote (QR Code-based) for online purchase and postal payment slip (bills);
4.Mobile Remote (SMS, SimToolkit, App) for P2P or P2B cases;
In the first case (Mobile NFC), SIA (one of the main Italian banking processor) provides a TSM hub, leaving all the
stakeholders (banks and telecom operator) to be interoperable.
In the second and third case, since 2012, Banca Sella, along with its UP Mobile wallet and Banco Popolare, and since
2014, with its YouPay Mobile App, deal with a Mobile Payment proposition based on QR Code.
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As per the latter case (Mobile Remote for P2P or P2B), SIA announced (16 October 2014) a SEPA-compliant
smartphone-based mobile money transfer service, called “Jiffy”, enabling users to send and receive money to and
from their smartphone contacts. The service, which uses SEPA credit transfers, is available on Android, iOS and
Windows Phone operating systems. The Jiffy app links users’ current accounts, the IBAN code of the account and
the customer’s phone number. Within the app, users can select the recipient from their contacts list, enter the amount
and send. Recipients also need to be registered with the service to have the funds transferred. The app includes a
registration invite. UBI Banca is set to roll out the service across its network. Also, Intesa Sanpaolo bank unveiled
plans to start rolling out the services in the near future.
Italian banks are also involved in many Mobile Wallet and mPOS projects; see above (in the “Mobile Wallet” and
“mPOS” section) a list of the services they provide.
6.6. Merchants Backed
The sole mobile payment project that is backed by Italian merchants is powered by the Movincom Consortium.
Born in July 2008, Movincom is a consortium that brings together and represents business entities and institutions
concerned about taking action on the payment of goods and services via mobile phone. Movincom developed a
standard for payments via mobile phones, which allows all the companies belonging to the consortium to receive
payments from the mobile phone. This system simplifies the process of choosing and purchasing especially for
customers with applications and readers of two-dimensional codes.
The consortium brings together and represents several entities by inserting them into the BeMoov circuit, the mobile
payment system promoted by the consortium:
• Merchants: companies, businesses or service providers (public and private) interested in starting the mobile
channel for the sale, payment, and access to services by their customers;
• Aggregators: subjects such as trade associations that aggregate operators that may have interest to enable
mobile commerce services.
To date (October 2014), there are more than 40 merchants and partner members of the Consortium developing a
potential of more than 1700 facilities nationwide. They represent ten categories, between public and private, ranging
from leisure to public utilities.
BeMoov is based on a Mobile Wallet and payment is done by using the credit card linked to the wallet.
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6.7. Other Mobile Payments-related Initiatives
On top of the major developments described in this report section, some commercial mobile payment propositions
offered in Italy by vendors are also visible.
•System integrators such as Auriga, CWBI, TAS are based on MyBank, a payment system provided to the banking
community owned and managed by PRETA S.A.S. and developed by EBA Clearing.
• Auriga
• CWBI
• TAS
•In October 2014, CartaSI (ICBPI group), along with Visa Europe and Equens (another company of ICBPI group),
announced the support of the new specification for NFC payment in their wallet, called MySi, available by the
end of 2014.
7. Payment Service Providers
• Adyen: independent global multichannel payment company offering businesses a fully outsourced payment
solution. The company supports all relevant sales channels, including online, mobile and Point-of-Sale (POS).
•BNL POSitivity: a joint venture between BNL and First Data, dedicated to managing point-of-service (POS)
payment transactions.
• CartaSi: credit card service provider in Italy, serving 700 banking outlets, 415.000 merchants and 7 million customers.
•ConsorzioTriveneto: a company mainly focused on processing credit and debit card payments with their POS
service. Currently, Consorzio Triveneto contributes 15% of the total turnover generated by its parent company.
•Digital River: global cloud-commerce, payments and marketing solutions to companies in software, consumer
electronics, computer games, video games and other markets.
• Dovetail: enterprise-class solutions that support the processing of banking payments. The Dovetail Payment
Services Hubs automates the processing of a wide range of payments, from bulk ACH (Automatic Clearing
House) clearing to global RTGS (Real Time Gross Settlement) settlement, supporting both straight through
processing and manual entry and repair.
• GlobalCollect: a local e-payment solutions for international Customer-Not-Present channels such as Internet,
mail and telephone orders. Via a single-interface payment platform, the company offers access to a portfolio of
local, alternative and international payment methods in almost 200 countries and 170 currencies.
•MonetaWeb MonetaWeb: virtual POS Setefi S.p.A. (a subsidiary of Intesa Sanpaolo Group), designed for
businesses and professionals engaged in the sale of its products and services at a distance. It handles online
payments through the circuits Money, Visa, Mastercard, American Express, Diners Club and JCB.
• Paymill: enables online businesses and services to accept payments on their websites. Paymill has been launched
in Germany in August 2012 and has been expanded to 34 countries in total within Europe in November 2012.
•PayPal Pro: allows merchants to accept credit card transactions when purchasing through PayPal Pro. Users
enter their credit card details during the checkout process and never leave the merchant website.
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•Phoenix Informatica Bancaria Spa: an Italy-based company with over 56,000 POS terminals managed
throughout Italy. Phoenix Informatica Bancaria provides a solution to simplify procedures to be done in accepting
payments.
•SIA Group: designs, creates and manages technology infrastructures and services for financial and central
institutions, corporations and public administration bodies, in the areas of payments, e-money, network services
and capital markets.
• Wirecard: international provider of electronic payment and risk management solutions. Wirecard uses its own
bank as a credit card acquirer and issuer in all of Europe. Founded in 1999, Wirecard has offices throughout
Europe, the Middle East and Asia.
7.1. Major Acquirers in Italy
•The major acquirers in Italy are: Setefi S.p.A, CartaSi, BNL Positivity, JCB International, Diners Club International
and SOFORT AG.
Find out more about the most relevant PSPs, payment gateway services and processors in Italy here.
8. Ecommerce Fraud and Online Fraud Prevention
In Italy, as elsewhere, the growth of ecommerce and mobile commerce brings increasing threat of online and mobile
fraud. Carefully tailored fraud prevention measures play an important part in countering fraudsters and protecting
genuine consumers.
8.1. Payment Fraud Profile
While Italy remains a country where cash payments dominate, growth in card usage has been stimulated by the Italian
government’s ‘war on cash’, which was designed to limit the use of cash to transactions below EUR 1000 in order to
restrict the black economy. The increased security offered by chip-and-PIN technology, and the expansion of innovative
payment solutions such as contactless transactions, is expected to accelerate this trend.
Italy is one of the largest markets in Europe for open loop prepaid cards, and prepaid and debit cards remain the
favoured card types among Italian consumers. These cards guarantee lower fees and commission, and are perceived
to offer a higher degree of security and better control of expenses.
In line with card usage, card fraud has grown steadily in the eurozone’s third largest economy in recent years, although
Italy’s Ministry of Economy and Finance reported a year-on-year slump in credit card fraud in August 2013. According to
FICO, card fraud increased by EUR 1.1 million to reach EUR 56.8 million in 2013. Counterfeit fraud accounts for half of
this total (EUR 28.4 million) and is largely attributed to cross-border usage. Domestically, the spread of EMV is expected
to lead to a decline in this type of fraud. Card-not-present transactions now account for 25% of fraud (EUR 14.2 million)
and lost and stolen cards 18% (EUR 10.2 million).
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When fraud is considered as a proportion of total sales, Italy’s recorded level of 2.1 basis points compares favourably
with France (7.4) and the UK (5.9).
Credit cards are now the preferred payment method for online transactions, making effective card fraud prevention a
priority as ecommerce expands. ReD customer data indicates that online attempted fraud rates for cards issued in Italy
compare favourably with those in France and the UK.
Attempted Fraud Rate (EUR) by value, by card issuing country
Saudi Arabia (0.16%)
Spain (0.26%)
Sweden (0.31%)
Germany (0.34%)
Ireland (0.38%)
Italy (0.42%)
Switzerland (0.43%)
Belgium (0.46%)
UK (0.49%)
Netherlands (0.50%)
France (0.59%)
Turkey (0.68%)
Japan (0.88%)
Canada (0.90%)
USA (0.94%)
China (1.05%)
Mexico (1.21%)
Brazil (1.22%)
Australia (1.35%)
Luxembourg (1.39%)
1.4
1.2
1.0
0.8
0.6
0.4
0.2
0.0
ReD European customers, January – June 2014
8.2. Ecommerce and Mobile Commerce Fraud Prevention
There are widely differing estimates of the size of the ecommerce market in Italy. The Centre for Retail Research reports
that online sales grew 18.6% in Italy in 2013, but still describes it as an ‘immature market’, representing just 2.1% of
the total retail market in Italy. Ecommerce news predicts online sales to reach EUR 13.2 billion in 2014 and flags the
importance of accepting the Italian credit card CaraSi, which is the most frequently used card for online sales.
According to Casaleggio Associati, online sales have increased rapidly in Italy, delivering value over EUR 22.3 billion in
2013, with leisure and tourism accounting for 54% and 27% of the market, respectively. Over 49% of online merchants
are investing in the mobile sales channel according to Casaleggio Associati, and mobile commerce is expected to pass
EUR 1 billion in 2014.
Verified by Visa is mandated for all ecommerce merchants in Italy, but evidence from Chase Paymentech suggests
that Italian consumers have a high level of intolerance for delays in transaction processing caused by 3D Secure
enrolment and, as such, they hit the cancel button at a high rate. While cardholders are looking for greater security,
in Italy, as in many other countries, they are intolerant of delay. Risk-based 3D Secure authentication, whereby
merchants only push high risk transactions through the 3DS route, and a combination of 3D Secure with other fraud
prevention techniques that can enable the acceptance of failed 3DS transactions, are likely to gain favour in future.
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Over 50% of Italy’s online merchants are selling into international markets, with fraud losses reportedly higher than
for domestic transactions. Casaleggio Associata reports that 29% of turnover now comes from foreign countries.
Effective fraud prevention support is crucial for international expansion and fraud strategies should be developed
to take account of the different payment preferences and buying behaviours of consumers in other countries. Access
to global fraud data can play a very significant role in enabling effective detection of fraudsters operating abroad.
For more information on cross-border and domestic ecommerce fraud, mobile fraud, fraud
prevention and the importance of tailored fraud rules, visit www.redworldwide.com.
9. Logistics in Italy
After years of lagging behind other thriving e-tail economies in Western Europe, Italy has been recording significant
increases of greater than 20% since 2012. In Q2 2013, 13.8 million individual users, or 47.7% of all Internet users
have made an online purchase and 24% of those surveyed said that they had made more than 5 online purchases
during the first quarter.
The Italian B2C delivery market has been dominated by domestic players such as Poste Italiane, SDA (part of the Poste
Italiane group) and Bartolini until fairly recently. In 2009, Hermes entered the Italian market with a network that, by now,
has grown to 65 delivery depots and 1,000 delivery vehicles, as compared to SDA’s 85 depots and 4,000 vehicles.
While Italian online shoppers predominantly buy from domestic web shops, merchants are very much aware of the
opportunities presented by cross-border ecommerce. 55% of these merchants successfully apply a cross-border
strategy and, on average, 27% of their total 2012 revenue came from online payments abroad. In Europe, Italian web
shops primary serve French, German, English and Swiss online shoppers.
9.1. Reverse Logistics
Return ratios for online sales range from 5% for general goods to 15 % for electronics and over 40% for fashion.
For over 70% of online shoppers an easy returns solution is a key decision factor in their buying decision. Therefore,
by implementing returns policies, merchants can drive sales.
What distant sellers need to realize primarily in the electronics and battery area is that it is obligatory to register the
quantity of items that are put to market. The so called European WEEE regulation obliges manufacturers and retailers
to be registered and report also the items that are taken back from the market. An example would be a coffee
machine which is end-of-life and needs registration (often in bulk) in the right ledger. Non compliance can bring fines
of EUR thousands.
In many cases, there are also options to prevent items ending up classified as waste and create a second life with
specialized refurbishing companies. Britcom is a key player in domestics appliances and smaller electronics, but
there are also good options via eBay.
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9.2. Good Returns Management Helps You Grow
The cross-border market nowadays is the fastest growing and, therefore, offers you the most possibilities to win new
customers. Moreover, international customers spend more per transaction and often return rates are significantly
lower. So, next to a good transaction management, the returns often provide a challenge to enter into new markets.
The challenge to link all the transaction, client and logistics information is already an impotant hassle in domestic
markets, let alone a return of cross-border ecommerce sale. Working with specialists in this area like Cycleon, the award
winning logistics company, is taking away the hassle while being able to concentrate on the marketing of your product.
For more information on International Reverse Logistics solutions, visit www.cycleon.com.
10. Ecommerce Law in Italy
Ecommerce, privacy and data protection in Italy are regulated by different laws, which will be presented in the section
below. It will include also law information of consumer protection, digital signature, customs and duties. Find out
more about ecommerce law in Italy.
10.1. Privacy and Data Protection
The collection and use of personal data in Italy is governed in line of principle by the Data Protection Code (Legislative
Decree No. 196 of June 30, 2003, “the DPC”), which was enforced on January 1, 2004. The DPC provides a number
of principles and codes of conducts for the elaboration, processing and storage of personal data, taking into account
also particular instances and eventual specific purposes for the gathering of such data (e.g. in case of media,
scientific or historical purposes). The DPC also sets the minimum-security measures, which are requested for the
protection of personal data, in particular in case of electronic processing of data. A closing appendix of the Code also
sets the specific provisions related to the processing of personal data for juridical or public security reasons.
The DPC applies to the processing of personal data in connection with the provision of publicly accessible electronic
communication services on public communication networks. Under Section No. 122 of the DPC, it is prohibited
to use an electronic communication network to gain access to information stored in the terminal equipment of a
subscriber or user to store information or monitor operations performed by such users. Section No. 122 of the DPC
also prohibits the installation of cookies for profiling purposes, regardless of the user’s consent, yet allowing cookies
utilizing the “opt-in” system.
Traffic data must be erased or made anonymous when no longer necessary for the purpose of offering services and,
in all circumstances, providers must ensure that personal data is processed lawfully and fairly. The DPC ensures that
personal data must be processed, stored and secured respecting individual privacy rights, fundamental freedoms and
dignity, in particular, with regard to confidentiality, personal identity and the right to a correct and secure processing
of personal data.
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10.2. Consumer Protection
Consumer protection in Italy (including product liability and advertisement) is mainly regulated by the Consumer
Code (Legislative Decree no. 206 of 6 September 2005, as amended by the Legislative Decree no. 21 of February 21,
2014, implementing the New European Directive on consumer rights - 2011/83/EC), which applies also to ecommerce
services.
The Consumer Code regulates all aspects of consumer law, with special focus in contracts, product safety,
advertisement, access to information, public services, consumer associations and access to justice. Article 140 bis
establishes the possibility of filing of class actions in defense of consumer associations, provided common instances
and related individual rights apply. The Consumer Code was issued under article no. 153 of the Treaty Establishing
the European Community (C 321), which establishes the main framework on which European Union Members
should contribute to protecting the health, safety and economic interests of consumers, as well as promoting their
right to information, education and organization. The Consumer Code protects individual and collective rights of
consumers with special emphasis in health, product/service safety and quality, adequate information, advertisement,
exercise of commercial practice in good faith, consumer education, transparency and equity in contractual
obligations, development and support of consumer associations, and the provision of public services with efficiency
and quality standards.
10.3. Digital Signatures and Authentication
In Italy, the Digital Signature was introduced for the first time by article no.16 of Regulation no. 513 of 1997, and is
now regulated by the Digital Administration Code, which provides for the recognition of equal rights and prerogatives
between an electronically-signed document (as defined) and the equivalent paper document signed by the relevant
authors. With regards to the principles of proof, under article no. 2703 of the Civil code, electronically-signed
documents provide full evidence.
10.4. Custom and Duties
Import duty and taxes are due when importing goods into Italy from outside of the EU, whether by a private individual
or a commercial entity. The import duty and taxes payable are calculated on the value of the imported goods, plus the
cost of importing them (shipping and insurance). The standard VAT rate for importing items into Italy is 22%, with a
few exceptions, attracting VAT at reduced rates of 10% or 4%. VAT is calculated on the value of the goods, plus the
international shipping costs and insurance, plus any import duty due.
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10.5. Electronic Contracting
Electronic contracting is regulated by the general provisions of the Italian Civil code, the Consumer Code and the
Legislative Decree no. 70 of April 9, 2003 (in the Oficial Journal of 14 April 2003, General Series no. 87, Ordinary
Supplement no.61), the latter implementing EC Directive 2000/31 on certain legal aspects of information society
services. Legislative Decree no. 70/2003 sets out specific regulations related to the obligations of information that
service providers must comply with in order to carry correctly on any selling and transaction. In particular, the Legislative
Decree no. 70 of April 9, 2003, aims to promote the free movement of information society, including ecommerce.
The “New” Consumer Code (amended by the Legislative Decree no. 21 of February 21, 2014, transposing the
European Directive on Consumer Rights - 2011/83/EC) introduces a number of significant changes to offer a greater
protection to consumers concerning the total cost and any extra fees of the product or service, more information
duties for the traders, ban pre-ticked boxes on websites, withdrawal delay extended to 14 days, elimination of
surcharges for using credit cards and telephone lines and protection of the consumer for digital products.
10.6. Computer Crime
In Italy, cybercrime is part of a specific section of the Criminal Code. Law no. 48 of March 18, 2008 has ratified the
Council of Europe’s Convention on Cybercrime of 23 November 2001, and administrative liability of entities is foreseen
by law in case cybercrime is performed by managers or officers in the ultimate interest of such entities.
10.7. Intellectual Property Rights and Labeling
The granting of intellectual property rights in Italy stems from the general principles of the Constitution, Civil Code,
Legislative Decree No. 30, of February 10, 2005 (Industrial Property Rights Code, hereinafter the “Code”), Ministry
Decree No. 33 of January 13, 2010 No. 33, on the Implementing Regulation to the Italian Industrial Property Code and
Law No. 633 of April 22, 1941, on Copyright Protection. Such laws regulate the granting and protection of different
patents, trademarks and other trade names and distinctive signs (different from trademarks), as well as other IP
assets, such as geographical indications, know how, denominations of origin, designs, inventions, clinical trials, utility
models, design, domain names, topographies of semiconductor products, trade secrets and patents on new plant
varieties. Law No.633/1941 establishes also, on its part, protection of artistic works whenever fundamental elements
of artistic value and creativity are detectable. Such works include literature, music, visual arts, architecture, industrial
design, theatre and cinema works, in their various modes and terms of expression. Software and computer programs
and databases may also be protected, wherever innovation is introduced and/or an arrangement of contents renders
such craftsmanship unique.
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11. Sources and References
•Chapter 2, 3 and 4: Data and research provided by Payvision – www.payvision.com; The World Bank Data
IBRD IDA, 2014; CIA World Factbook, 2013; The World Bank Data IBRD IDA, 2014; Internet World Stats, 2014;
The World Bank Data IBRD IDA, 2014; Statista – Tablet user penetration rate in Italy from 2012 to 2018, 2014;
ComScore Mobile Advisor Study, 2014; eMarketer - B2C Ecommerce Climbs Worldwide, as Emerging Markets
Drive Sales Higher, 2013; Statista - B2C ecommerce sales in Italy from 2012 to 2017, 2014; Euromonitor
International - Internet Retailing in Italy, 2014; ComScore – The Role of Mobile in Online Shopping and Buying,
2014; Kantar WorldPanel, 2014; PostNord – Ecommerce in Europe, 2014; eMarketer - In Western Europe,
Internet Users Hop (Borders) to Shop, 2014; BBC Languages; Your Guide to Italy – Minority Languages in Italy;
Wikipedia; ComScore and UPS - Pulse of the Online Shopper Europe Study, 2013; Osservatorio ICT & School of
Management del Politecnico di Milano - Osservatorio Ecommerce B2C, 2013; Euromonitor International – Credit
Cards in Italy, 2014;
•Chapter 5, 6 and 7: Data and research provided by PAY.ON - ww.payon.com; www.thepaypers.com;
In-depth interview with Roberto Garavaglia-Management Consultant & Payments Strategy Advisor, author
of CloseToPay www.closetopay.com; Source: www.datamonitor.com; wmpoweruser.com/chebancas-wowe-wallet-comes-with-windows-phone-support/; www.primaonline.it/2014/06/18/186581/bnl-gruppo-bnpparibas-lancia-il-nuovo-servizio-youpass-bnl/; www.doctorpay.it/; www.telecomitalia.com/tit/en/innovazione/
nfc-tim-wallet.html; www.mediolanumwallet.it/; android.hdblog.it/2014/06/24/Mediolanum-Wallet-nuovaapp-di-Banca-Mediolanum/; www.popso.it/cm/pages/ServeBLOB.php/L/IT/IDPagina/923; www.finsmes.
com/2014/07/jusp-launches-mpos-solution-with-large-insurance-company.html; www.infracom.it/it/categoriacomunicati-stampa/161-accordo-infracom-wallet-e; www.doctorpay.it/; www.nfcworld.com/2014/07/17/330421/
visa-inc-abandons-digital-wallet-ambitions-visa-europe-continue-investing/; www.telecompaper.com/news/
vodafone-launches-smartpass-payments-in-italy--1007026; www.telecompaper.com/news/postemobilelaunches-new-super-sim-nfc-cards--1044256; www.nfcworld.com/2014/07/29/330685/vodafone-italia-pilotssmart-shopping-posters/; www.a-tono.com/news/il-biglietto-del-bus-ora-si-paga-con-il-credito-telefonico/;
www.nfcworld.com/2014/10/27/332285/sia-offers-europeans-instant-p2p-payments-jiffy/; www.movincom.it;
www.bemoov.it/; www.corrierecomunicazioni.it/tlc/30396_cartasi-in-arrivo-i-pagamenti-mobili-via-nfc.htm; www.
creditcall.com/wp-content/uploads/2014/04/visa-europe-list-of-pci-dss-validated-member-agents.pdf; Ogone Acquiring partners and Payment methods Business to Consumer, 2014 and UnionPay.com;
• Chapter 8: ReD - www.redworldwide.com; ReD European customers, January – June 2014;
• Chapter 9: Cycleon B.V. www.cycleon.com
• Chapter 10: WITL www.worlditlawyers.com/international-ecommerce-law/
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