In a recent interview, the CEO of the “Diesel” brand Massimo Piombini stated that in the second and third quarters of 2020, web sales grew by 40% compared to the same period in 2019. Thanks Covid. The pure e-commerce site alone represents 16% of total direct B2C (Business to Consumer) sales. The company claims that these results would probably have occurred even without the Covid emergency, but we know very well that these are statements that can be classified as opinions, and therefore lack any statistical foundation. The reality is that this health crisis has been a blessing for some sectors and death for others: just think of the tourism and trade fair sectors. Diesel’s empirical experience must teach one clear thing: e-commerce is NOT for everyone. Only those companies that have “planned” these 5 important factors in the smallest detail can think of exploiting this epochal change in mentality: careful selection of products to sell online, definition of a precise target, competitor analysis, multi-channel online campaigns, post-sales analytics.
