In a discount store on the southern outskirts of Rome, it TuttoYouTube be hard to guess that 59-year-old Angela would become an internet superstar. But the down-to-earth Chinese immigrant has become a deus ex machina whose videos soothe even the most stressed shoppers. She has achieved this by using a clear video format and addressing common problems in an informal, humanistic way. But racial prejudice persists in Italy and it remains to be seen whether her success is merely a result of this or, more optimistically, a sign that Italians are becoming more open to immigrant communities.

The e-commerce market in Italy has been on the rise in recent years and is expected to reach nearly EUR36 billion in 2024. The influx of new consumers and the development of mobile commerce are responsible for this growth. However, the country lags behind its European counterparts in terms of fixed broadband and many SMEs cannot afford to upgrade their infrastructure.

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Despite this, there are still 44 million regular internet users in Italy. The country primarily uses Google for online searches and is home to several major e-commerce platforms, including Amazon, eBay, Subito, Zalando, and more.

With a population that’s passionate about food, wine, and culture, the opportunities for local e-commerce are abundant. To tap into this lucrative market, it’s vital to speak the language of Italians and offer an intuitive, user-friendly experience. Optimising websites for voice search, providing comprehensive FAQ sections, and generating positive reviews can all help to boost website visibility in Italy.