The Automotive Aftermarket industry has seen its importance to increase in recent years. At the same time, online sales of aftermarket parts and services have continued to grow rapidly, in parallel to the development of B2c eCommerce worldwide. However, it has not been yet attested the importance of Automotive Aftermarket B2c eCommerce in Italy. Starting from the gaps within the scientific literature, this research aims at investigating and analysing in a quantitative way the Italian Automotive Aftermarket eCommerce landscape. First, to identify all the players involved in the industry, was made a census of all the web portals which are offering aftermarket parts to both Italian private and professional customers. Then, it was established a framework aimed at the quantification of the B2c eCommerce. The results coming from those analysis allowed an overview over the Italian consumer segment. However, it came up the question of what are the factors which are shaping the industry landscape. Competition in the market was found to be extremely high, and merchants need to differentiate themselves to compete against few established market leaders. To give an answer, was implemented an analytical model that investigates and analyses the impact of the different websites’ functionalities on merchants’ performances. The object of this model is to statistically assess which initiatives are having the best impact on the estimated turnover of each web portal. Obtained results gave a better comprehension over different dynamics and best practises among the different segments of a highly variegated industry which is the Automotive Aftermarket. Finally, an analysis of real case studies has given confirmation of results obtained by the model, understanding the positive influence of the main determinants of websites’ performances as well as the main barriers to the implementation of them.
Il settore dell’Aftermarket automobilistico ha visto la sua importanza crescere negli ultimi anni. Allo stesso tempo, le vendite online di ricambi e servizi post-vendita hanno continuato a crescere rapidamente, parallelamente alla crescita globale dell’eCommerce B2c. Tuttavia, non è stata ancora attestata l'importanza del settore delle vendite online a privati nell’Aftermarket automobilistico in Italia. Partendo dalle lacune della letteratura scientifica, questa ricerca mira a indagare e analizzare in modo quantitativo il panorama dell’eCommerce riguardante l’Aftermarket automobilistico italiano. Innanzitutto, per identificare tutti gli attori coinvolti nel settore, è stato fatto un censimento di tutti i portali web che offrono parti aftermarket sia ai privati che a clienti professionali in Italia. Successivamente, è stato implementato un framework volto alla quantificazione del segmento eCommerce B2c. I risultati derivanti da tali analisi hanno permesso di fornire una panoramica sul commercio elettronico a privati in Italia. Tuttavia, è emersa la questione su quali siano i fattori che stanno plasmando il settore. La concorrenza in tale mercato è risultata estremamente elevata, ed i merchant devono sapersi differenziare per poter competere con pochi consolidati leader del mercato. Per dare una risposta, è stato implementato un modello analitico volto ad indagare e analizzare l'impatto delle funzionalità dei diversi siti web sulle prestazioni dei merchant. L'obiettivo di questo modello è di valutare statisticamente quali iniziative hanno il miglior impatto sul fatturato stimato di ciascun portale. I risultati ottenuti hanno fornito una migliore comprensione delle diverse dinamiche e delle best practises tra i diversi segmenti di un'industria altamente variegata quale è l'Aftermarket automobilistico. Infine, un'analisi da diversi case studies ha dato conferma dei risultati ottenuti dal modello, permettendo quindi di comprendere l'influenza positiva dei principali fattori determinanti per le prestazioni dei siti Web nonché i principali ostacoli alla loro implementazione.
B2c eCommerce in the automotive aftermarket : a market analysis and a model to assess the online customer journey
MAZZOLENI, GUGLIELMO
2016/2017
Abstract
The Automotive Aftermarket industry has seen its importance to increase in recent years. At the same time, online sales of aftermarket parts and services have continued to grow rapidly, in parallel to the development of B2c eCommerce worldwide. However, it has not been yet attested the importance of Automotive Aftermarket B2c eCommerce in Italy. Starting from the gaps within the scientific literature, this research aims at investigating and analysing in a quantitative way the Italian Automotive Aftermarket eCommerce landscape. First, to identify all the players involved in the industry, was made a census of all the web portals which are offering aftermarket parts to both Italian private and professional customers. Then, it was established a framework aimed at the quantification of the B2c eCommerce. The results coming from those analysis allowed an overview over the Italian consumer segment. However, it came up the question of what are the factors which are shaping the industry landscape. Competition in the market was found to be extremely high, and merchants need to differentiate themselves to compete against few established market leaders. To give an answer, was implemented an analytical model that investigates and analyses the impact of the different websites’ functionalities on merchants’ performances. The object of this model is to statistically assess which initiatives are having the best impact on the estimated turnover of each web portal. Obtained results gave a better comprehension over different dynamics and best practises among the different segments of a highly variegated industry which is the Automotive Aftermarket. Finally, an analysis of real case studies has given confirmation of results obtained by the model, understanding the positive influence of the main determinants of websites’ performances as well as the main barriers to the implementation of them.| File | Dimensione | Formato | |
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2018_04_Mazzoleni.pdf
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https://hdl.handle.net/10589/139405