The digitalisation of small and medium-sized Italian businesses continues to accelerate. According to the new survey by Italiaonline on 2024 data, the “Digital Presence and Communication” market has reached a total value of 3.8 billion euros, with a growth of 12% compared to the previous year and an average annual rate (CAGR) of 14.4% in the last five years. But the most significant news comes from the artificial intelligence front: the adoption of AI among SMEs has grown by 50%, with over a quarter of companies (26.7%) declaring they are actively using or testing it in 2025.
Digitalisation, investments and budgets are growing
The survey, conducted on a sample of 10 thousand companies representing the Italian productive fabric (from nano to medium-sized companies with up to 250 employees and 50 million euros in turnover), shows a now consolidated trend: 15% more companies have invested in digital communication during 2024, and approximately 20% have increased their budgets. The average investment value per company remains stable at 2,243 euros, but the audience is expanding: almost 1.7 million companies have invested in digital, a sign that even the smallest companies are actively committing resources to digitalisation.
To learn more and download the research for free, click here.
E-commerce and social media drive growth
Among the digital channels, e-commerce is the most dynamic segment: with 402 million euros of investments and an 83% growth compared to 2023, it is now a strategic lever also for SMEs. Both the number of companies selling their products and services online (around 150 thousand) and the average value invested (2,715 euros) are increasing.
This is followed by company websites, on which almost 700 thousand companies focus (+6%), for a total value of 940 million euros, and the Search&Display segment (including Advertising on search engines, SEO activities and Display Adv), on which over 400 thousand companies invest for a total value of 673 million euros (+11%).
The weight of social media is also growing: for the first time, companies investing in Facebook, Instagram and TikTok are almost equal to those investing in their own website. There are 676 thousand companies for a total market of 595 million euros. Almost half of the spending is intended for managing the online presence, while the rest finances advertising activities to reach new targets.
Influencer marketing enters the strategies of SMEs
An emerging trend is that of influencer marketing, which records an increase of +37% in just one year, for a value close to 100 million euros. A signal that demonstrates how even the smallest companies are experimenting with innovative communication methods, once reserved for large brands. Significant increases are recorded in the marketplace market (investments in platforms for online sales such as Amazon, E-bay, etc.) and sector portals (e.g. the Home professionals segment, such as PgCasa) which grow by +22% and +8% respectively.
AI, from experimentation to stable integration
Research data shows that the adoption of AI by SMEs is growing steadily, with 26.7% (+50% compared to 2024) of companies testing or using it steadily in 2025. In particular, compared to 2024, more companies have permanently integrated AI into their activities (9.4% versus 6.3%) or have started experimenting with it (17.3% versus 11.6%).
However, a significant share (43.5%) is aware of the potential of AI but has not yet tested it, while 29.7% is still uncertain or not using it.
The main applications concern the creation of content (55.2%), followed by photos and videos (31.9%), optimization of advertising campaigns (22.8%) and management of online reviews (22.6%). Followed by chatbots, virtual assistants, website creation and CRM.
AI and digital as competitiveness levers
For years alongside Italian companies in the digital transformation journey, Italiaonline today strengthens this role by accompanying SMEs also in the adoption of artificial intelligence. With solutions such as AI Review Management, AI-optimized sites, AI SEO, Google AI and AI (generated) content creation tools, the company aims to make new technologies accessible and immediately usable, helping businesses grow and stay competitive in an ever-changing market.
