According to a study conducted by Confcommercio Lombardia, 83% of businesses have a website and/or a presence on social media, with 38% having been online for over 10 years, 43% for over five years, and 19% having recently joined. Seven out of ten businesses reported an increase in business and customers thanks to their online presence. For 40% of businesses, the percentage of customers visiting their store through their website and social media increases by an average of 20% during holiday shopping seasons like Christmas, as well as during sales events like Black Friday.
The study also revealed an increase in the use of e-commerce channels, with one in four businesses having an online store and half of them having activated it in the last five years. Of these businesses, 45% reported an increase in sales volumes, and 7 out of 10 offer in-store pick-up. Carlo Massoletti, vice president of Confcommercio Lombardia, emphasized the importance of websites and social media as tools to promote businesses and attract customers to physical stores, especially during key sales periods like the holiday season. Personal relationships remain crucial, even for businesses with e-commerce channels, as many customers prefer in-store pick-up.
The size of businesses in the tertiary sector, including retail, requires a targeted approach from institutions to support their digital transformation. Specific measures and training programs are needed to make digital tools inclusive rather than exclusive, and to ensure that they support physical businesses and contribute to the vitality of cities. Confcommercio Lombardia’s study focused on various types of stores, including grocery, non-food, and mixed retailers, with 90% of them classified as microenterprises. The study aimed to understand the levels of awareness among businesses regarding the digital transition affecting the socioeconomic fabric.
Overall, the findings highlight the positive impact that websites and social media can have on businesses, with a significant number reporting growth in their customer base and sales. The holiday season, in particular, presents an opportunity for businesses to leverage their online presence to drive foot traffic to their physical stores. The study also underlines the increasing importance of e-commerce channels, with more businesses investing in online platforms and seeing tangible benefits such as increased sales volumes. Institutions are urged to support businesses in adopting digital tools effectively and ensure that they complement traditional brick-and-mortar operations.
