{"id":27932,"date":"2016-05-12T10:15:32","date_gmt":"2016-05-12T08:15:32","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=27932"},"modified":"2023-02-27T14:15:01","modified_gmt":"2023-02-27T14:15:01","slug":"ecommerce-geoblocking","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/ecommerce\/ecommerce-geoblocking\/","title":{"rendered":"Ecommerce, Geoblocking e acquisti transfrontalieri"},"content":{"rendered":"<p>Il commercio online \u00e8 lo strumento pi\u00f9 efficace per realizzare il mercato unico e globale che molti sognano. Nell&#8217;ultimo periodo si \u00e8 per\u00f2 diffuso l&#8217;utilizzo da parte degli store online del <strong>geoblocking<\/strong> che va esattamente nella direzione opposta.<\/p>\n<p>Uno dei grandi obiettivi dello sviluppo dell&#8217;ecommerce \u00e8 infatti il superamento delle barriere e dei confini per mettere a disposizione degli utenti di tutto il mondo gli stessi prodotti e gli stessi servizi. Sembra per\u00f2 che i commercianti non siano affatto d&#8217;accordo. Per questo in molti hanno scelto di utilizzare il geoblocking ovvero quella pratica che permette di <strong>differenziare cataloghi, prezzi ed offerte<\/strong> in funzione dello stato da cui proviene la richiesta.<\/p>\n<p>Secondo una recente indagine promossa direttamente dalla <strong>Commissione Europea<\/strong> soltanto il 37% dei retailer online consente agli utenti di completare con successo l&#8217;acquisto di beni e servizi in modo &#8220;transfrontaliero&#8221;.<\/p>\n<p>Lo studio si \u00e8 concentrato su circa 10000 portali ecommerce in cui si \u00e8 verificata l&#8217;applicazione dei <strong>sistemi di geoblocking<\/strong>, la fase di attivazione di questi meccanismi ed eventuali categorie di prodotto e\/o paesi di origine in cui questo avviene pi\u00f9 frequentemente.<\/p>\n<p>\u00c8 emerso come il 2% dei siti testati ha negato l&#8217;accesso all&#8217;utente oppure lo ha reindirizzato verso il sito &#8220;nazionale&#8221;. Nel 27% dei casi invece l&#8217;utente non ha potuto effettuare la registazione, indispensabile per poter effettuare l&#8217;acquisto. Il venditore si \u00e8 rifiutato di fornire il servizio o consegnare il prodotto all&#8217;utente nel 32% dei casi mentre nel 26% non \u00e8 stato possibile concludere l&#8217;acquisto a causa del fallimento della procedura di inserimento dei dati della carta di credito.<\/p>\n<p>Un dato particolarmente preoccupante \u00e8 il seguente: il 44% degli store online che utilizzano il geoblocking, nonostante l&#8217;obbligo legale, non comunicano all&#8217;utente <strong>limitazioni della fornitura e\/o della consegna<\/strong> in nessuna fase della procedura d&#8217;acquisto.<\/p>\n<p>Bisogna anche considerare che il geoblocking si basa sull&#8217;<strong>indirizzo IP dell&#8217;utente<\/strong> che in alcuni casi potrebbe vedersi danneggiato. Se ad esempio si trovasse all&#8217;estero, potrebbe non essere in grado di visualizzare contenuti in streaming legati ad un contratto attivo semplicemente perch\u00e9 si trova in un paese diverso.<\/p>\n<p>Dalla ricerca della Commissione Europea \u00e8 emerso anche che il geoblocking \u00e8 maggiormente applicato su prodotti delle categorie elettrodomestici (86%) mentre per quanto riguarda i libri si \u00e8 riscontrata la percentuale pi\u00f9 bassa (60%).<\/p>\n<p>Il Commissario Europeo alla Concorrenza Margrethe Vestager ha cos\u00ec commentato:<br \/>\n<cite>&#8220;Non solo la pratica dei geoblocchi impedisce ai consumatori europei di acquistare prodotti online in altri paesi dell\u2019UE, ma esistono casi in cui tale pratica \u00e8 il risultato di restrizioni previste da <strong>accordi tra fornitori e distributori<\/strong>. Il fatto che un\u2019impresa che non occupa una posizione dominante decida di non vendere all\u2019estero esula dal campo di applicazione del diritto della concorrenza. Tuttavia, se la pratica del geoblocco viene adottata in virt\u00f9 degli accordi, va verificato se non siano all\u2019opera <strong>comportamenti anticoncorrenziali<\/strong>, cui si pu\u00f2 porre rimedio utilizzando gli strumenti di cui l\u2019Unione Europea dispone in materia di concorrenza.&#8221;<\/cite><\/p>\n<p>Nei prossimi mesi vedremo come si evolver\u00e0 la situazione. Per la met\u00e0 del 2016 \u00e8 prevista la pubblicazione di una <strong>relazione preliminare<\/strong> seguita, nei primi mesi del 2017, dalla <strong>relazione finale<\/strong>. Grazie a queste sar\u00e0 possibile apprezzare meglio il fenomeno ed analizzare le azioni proposte dalla Commissione Europea per risolvere questa problematica.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il commercio online \u00e8 lo strumento pi\u00f9 efficace per realizzare il mercato unico e globale che molti sognano. Nell&#8217;ultimo periodo si \u00e8 per\u00f2 diffuso l&#8217;utilizzo da parte degli store online del <strong>geoblocking<\/strong> che va esattamente nella direzione opposta.<\/p>\n","protected":false},"author":4,"featured_media":27986,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[83],"tags":[267,156,72,99,380,261,84],"class_list":["post-27932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-aspetti-economici","tag-aspetti-legali","tag-e-commerce","tag-geolocalizzazione","tag-ip","tag-unione-europea","tag-vendite-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ecommerce e Geoblocking - blog.artera.net<\/title>\n<meta name=\"description\" content=\"L&#039;ecommerce \u00e8 lo strumento pi\u00f9 efficace per realizzare il mercato unico che molti sognano, il geoblocking per\u00f2 va nella direzione opposta.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.artera.net\/it\/ecommerce\/ecommerce-geoblocking\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ecommerce e Geoblocking - 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