Europeans have not only kept millions of Italians glued to their TV but in June 2021 the ‘football-mania’ produced a goal assist for national e-commerce related to sport opening a new trend in online shopping for Italians. Starting with the category of Amazon ‘Sport and Leisure’ which has become the third most sought after ever reaching about 10% of the total searches, behind only the traditional ‘Home and kitchen’ (18%) and ‘Electronics’ (13%) and even ahead of ‘Shoes and bags’ (8%). The picture emerges from the data analyzed and disseminated by da Witailer, an innovative startup that helps companies increase online sales on the Amazon channel and marketplace.
Through dedicated software and services, Witailer has in fact analyzed the online searches of users in the last month of June for this category of products, and, within the category “Sport and Leisure”, at the level of search term – or more always searched for this category on Amazon.it – the biggest growth in the last 12 months has certainly been the term ‘Italy’s jersey’ – even grown over 350 times – and to follow the ‘Italian national football shirt’.
But with the ‘cup’ landed in Rome, the search term that is fully part of the new trends – that is, 12 months ago still did not appear among the Amazon search terms – has become Italy european 2021 jersey‘: the searches related to this search term started in May 2021 and in just one month it became the 235th most searched term on Amazon.it: a considerable number, if you think that the terms searched every day on the marketplace there are over 150,000, Witailer analysts point out.
In June, football clothing dominated the online commerce giant
Football clothing has therefore dominated last month when, among the first 150 most searched terms on Amazon.it there was ‘Italy jersey’, also the first most searched term in the sub-category of reference ‘football clothing for fans’. “This is a relevant data – explains Federico Salina, CEO and Co-founder of Witailer – since in the rest of the year the top positions for searches in this sub-category are occupied not by the national team jersey but by those of specific teams such as Inter, Milan or Juve. “In addition, in June 2021, the sub-category ‘football clothing for fans’ was in the top 10 with the highest estimated search volume while 12 months ago it wasn’t even in the top 30.
For Witailer analysts it is “interesting to note that from April to June 2021 searches for ‘Italy 2006 jersey’ also increased: this search term has gained over 100,000 positions in just 2 months, in June 2021 it was in fact among the top 5,000 most searched terms on Amazon.it “. And even the flag of Italy quickly climbed the ranking of searches on the giant e-commerce, increasing by more than +400 times in the last 6 months. The term was among the top 2000 most searched on Amazon.it, “a similar positioning was seen only in spring 2020 due to the pandemic” comment startup experts.
But what happens in other countries? In Spain, searches for ‘camiseta españa’ have grown over two hundred times in the past 12 months and in June 2021 this search term was among the top 750 most searched search terms on Amazon.es. As for ‘bandera españa’, however, this has grown five times in the last 6 months: in June 2021 it was among the top 2,500 most searched search terms on Amazon.es. Finally, in the UK, searches for ‘england football shirts’ have grown by more than 213 times in the last 12 months (in June 2021 among the top 70 most searched search terms on Amazon.co.uk. ‘England flag’, on the other hand, experienced a growth of +1000 times in the last 6 months and in June 2021 it was among the top 67 most searched search terms on Amazon.co.uk.