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By Adam Satariano and Emma Bubola
NAPLES, Italy – Ludovica Tomaciello had never been buying groceries on Amazon before getting caught in her parents’ house in March for blocking the coronavirus in Italy. One afternoon, bored of scrolling through TikTok, she saw favorites she then tracked and ordered on Amazon.
When the package arrived, he got hooked. He temporarily registered with Amazon Prime and went to the site to buy a tapestry and neon to customize his room; Air Jordan magenta tops, jeans and sneakers; and a remote control to take wireless selfies for Instagram.
“My mom said, “Can you avoid this?” said Tomaciello, 19, who is reading language, while at a café near her home in Avellino, about 20 miles east of Naples. When outlets reopened in May, Amazon remained their favorite way to buy food because of convenience, variety, and pricing, he said. A friend even asked her to use it to discreetly ask for a pregnancy test.
Amazon, one of the biggest pandemic winners, as others in its established peak markets, the United States, Germany, and Britain, rushed to buy everything from toilet paper to board games. The e-commerce giant is now also falling into his hands after retail outlets closed for months due to coronavirus.
The replacement was pronounced in Italy, one of the first countries affected by the virus. Historically, Italians prefer to buy at points of sale and pay in cash. But after the government imposed the first national virus blockade in Europe, the Italians began buying parts online. in record numbers.
Even now, as Italy has done more than the maximum number of countries to oppose the spread of the virus and others are returning to stores, the shift in behaviour towards e-commerce has not stopped. People use Amazon to buy staples like wine and ham, as well as Internet cameras, printer cartridges and fitness bracelets. At one point, orders for inflatable pools on the site were so outdated that some consumers complained.
“The change is real, the replacement is profound and the replacement came to stay,” said David Parma, who conducted surveys on the evolution of behavior in Italy for Ipsos in Milan. “Amazon is the biggest winner. “
North America is Amazon’s largest market and accounts for about two-thirds of its global customer business of $245. 5 billion, but seattle-based company has focused on Europe and new markets to grow.
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