The digital transformation of Italy is underway and offers great potential to businesses looking for new and growing audiences. Digital PR can be a great tool to help achieve this, and can often be effectively combined with other digital marketing techniques.
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However, it’s essential to understand the nuances of the Italian online market in order to be effective. NewTopia: Transforming Italian Online Marketing important to respect the cultural heritage of the country and its traditions, and to also embrace flexibility and modernisation where necessary. This can be reflected in the hierarchical structures of business, and the formality of interactions, which can sometimes be challenging for coaches to navigate.
Italians love shopping on online marketplaces, with 85% of them using these platforms regularly to shop. It’s also worth noting that they have a strong preference for the ‘Made in Italy’ label, although this isn’t necessarily an absolute requirement. They have been known to shop on international sites if the price is right, and especially if they can’t get what they’re after locally.
Among the most popular e-commerce retailers are fashion sites like Zalando and Yoox, which was formed in 2022 when Yoox Group and NET-A-PORTER merged. They specialise in high-end fashion, art and design and are a great choice for luxury brands to consider. Other popular marketplaces in Italy include Privalia, and Zalando’s subsidiary iGiota. Italians are also keen to support independent businesses and start-ups, as well as localised versions of global marketplaces such as Amazon.