While the digital transformation continues to revolutionize every sector globally, even B2B ecommerce in Italy and Europe is undergoing profound changes. Historically, the adoption of B2B e-commerce in Italy has been slower than in Northern European countries and the United States. However, recent trends show an acceleration in this field, driven by the need for companies to remain competitive in an increasingly digital market.
B2B Ecommerce, Italy a Market to Keep an Eye on
He explains it Lance OwideSenior Director and General Manager of B2B ecommerce by BigCommerce stressing that in Italy, the B2B e-commerce sector is gaining momentum, as highlighted by Netcomm’s (B2B Digital Commerce 2023 Report. According to the report, 61% of Italian B2B companies with revenues above 2 million euros are active in the B2B e-commerce market. Currently, these companies generate 11% of their total turnover through digital channels, a percentage that could rise to 25% in the next three years. QuThis growth demonstrates how Italian companies are increasingly recognizing the importance of digital channels to expand their market reach and improve operational efficiency.
Traditionally, the expert explains, the Italian B2B market has been characterized by consolidated relationships and a strong preference for face-to-face interactions. However, the pandemic has accelerated the shift to digital solutions, forcing companies to adapt to new ways of operating. Although the transition in Italy has been slower than in other European markets, there is now a clear push by Italian manufacturers and distributors to close the gap with their Northern European competitors. This shift is further reinforced by the benefits offered by B2B ecommerce, such as improved customer service, market expansion, greater operational efficiency and the ability to attract new customers.
The comparison with Europe
Comparing the situation of B2B e-commerce in Italy and in Europe with the United States, similarities and differences emerge. Like European companies, American companies have also recognized the value of digital transformation. However, European companies, and especially Italian ones, continue to place great importance on personal interactions and to focus on customer experience and long-term relationships. This cultural difference influences the approach to B2B ecommerce in each region. Italian companies, for example, often favor customization and localization, adapting their ecommerce solutions to meet the specific needs of customers.
Despite the slower pace of adoption in Italy, the future of B2B e-commerce in the country looks promising. The ongoing digital transformation is opening up new opportunities for businesses looking to stand out in a competitive market. Companies that adopt the **composable commerce** model are particularly well positioned to succeed. This model allows them to move away from monolithic platforms that are costly to maintain and inflexible, and to create tailored ecommerce experiences that can quickly adapt to the ever-changing needs of the market.
The European market as a whole “presents both challenges and opportunities for B2B ecommerce. The regulatory landscape, including cross-border VAT and e-invoicing, as well as region-specific payment providers, presents challenges for businesses to address. However, those that can master these regulations while offering localized and trusted ecommerce experiences will have a significant competitive advantage. Furthermore, the growing emphasis on sustainability in Europe offers businesses a unique opportunity to align their ecommerce strategies with environmentally friendly practices, thereby increasing their appeal to customers.”
“Crucial moment”
Interest in e-commerce B2B in Italy is growing strongly, cAs demonstrated by the fact that 13% of companies that do not currently have a B2B ecommerce platform are ready to adopt one within the next 12 months, according to the same Netcomm report. This percentage has doubled since 2021, a sign of a significant change in the market. The main reasons behind this adoption include improving and innovating the service offered to current customers (39%), expanding into new geographical areas (30%), and the possibility of attracting new customers (24%). These data demonstrate that Italian companies are increasingly recognizing the benefits of B2B ecommerce, especially in the enterprise sector.
In conclusion, “the B2B ecommerce sector in Italy is at a crucial moment. The increasing digitalization of B2B transactions, driven by the need for efficiency, customer centricity and market expansion, is transforming the way companies operate. Italian companies are finally realizing the potential of B2B ecommerce and, with the adoption of digital solutions, we expect significant growth in the coming years. Leveraging the flexibility ofthe composable commerceand by responding to the specific needs of individual markets, Italian and European companies will be able to seize new opportunities and strengthen their competitiveness on the global market”.
