Report from the eCommerce Forum in Milan: the state of Italian eCommerce and future prospects.
The eCommerce Forum in Milan remains the reference event for Italian eCommerce. Here's what I learned.
The State of Italian eCommerce
Key Numbers
- €48 billion transacted in 2024
- +13% compared to 2023
- Food & Grocery growing strongly
Challenges
- Increasingly compressed margins
- Rising customer acquisition cost
- Logistics as a differentiator
Emerging Trends
D2C (Direct to Consumer)
Brands are increasingly bypassing retailers.
Social Commerce
TikTok Shop and Instagram are changing the rules.
Sustainability
Sustainable packaging is no longer optional.
Opportunities
For Italian vendors:
- Made in Italy: Still an incredible asset
- Specialized niches: Less competition, more margins
- Export: eCommerce as an internationalization channel
My Take
Italy is catching up on eCommerce. Opportunities are there for those who can seize them.
eCommerceMilanoItaliaD2C
Author
Francesco Luigi Ziccheddu
CEO & Co-Founder
CEO & Co-Founder of BusinessLabs. I have attended major international trade shows since 2015 and share here experiences and insights for online sellers.
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