Our e-commerce service was launched in 2011. The e-commerce channel (viamilanoeshop.eu), dedicated to the sale of our own airport services, immediately distinguished our system from other European airports by its various features:
- the first European airport website to offer the true online purchase of services beyond simple reservations;
- one of Europe’s broadest ranges of airport services offered through an e-commerce channel.
Products currently on sale on the e-commerce site include:
- parking (Linate, Malpensa and Bergamo airports)
- car valet
- VIP lounges
- fast track
- baggage wrapping
- Milan city pass.
The turnover of our online services has grown steadily from 2011 right through to today, as shown clearly in the following chart.
E-commerce REVENUE TREND (Euro)
Source: SEA
Following the major technological trends, we focused our e-commerce strategy on encouraging purchases through apps, smartphones and tablets.
APP + MOBILE E-COMMERCE rEVENUE (EURO)
Source: SEA
With the aim of further simplifying the mobile shopping experience, SEA is working to introduce innovative one-click payment tools: Apple Pay, Amazon Pay.
In the coming years, the growth of SEA e-commerce will continue to be one of the main priorities of our digital strategy. The current e-commerce site, mainly focused on the sale of SEA services for departing passengers, will be further enriched with products and services for the travel needs of our passengers both on arrival and on departure. Through a single platform, and a single transaction, the user will be able to purchase products and services covering all stages of his or her journey, from trip planning and time at the airport right up until arrival at the final destination.
This is an innovative airport sector business strategy that embraces the model adopted by several leading low-cost airlines (e.g. easyJet), which exploit their contact with customers purchasing flights to sell a range of other travel-related products and services.