E-Commerce in Italy 2016


April 2016

Downolad the Report

Tenth Edition


13th April 2016

Milan Chamber of Commerce

The tenth edition of  “E-commerce conference in Italy” was held  Wednesday, April 13th, 2016 at the Chamber of Commerce of Milan.

Maurizio Benzi, partner at Casaleggio Associati, presented the results of the 2016 Report, followed by representatives of important e-commerce companies who have taken part to the conference as  guest speakers: Just Eat, Loviit, Quomi, Alibaba, Boraso and Zalando.

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  • 13th April 2016
  • Milan Chamber of Commerce



The conversion rate of the Italian companies is among the main topics analyzed in the research .

Which are the factors that lead to increase conversions and how do they affect the entire purchase process? Is the purchase process simple and straightforward? How to increase the value of the visits?

Learn how to increase conversions and sales on your website with the help of our tools, methods and skills.

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The Casaleggio Associati’s research “E-commerce in Italy” is the study of the Italian e-commerce market in terms of numbers, trends and the strategies adopted by major market participants.

Since 2007, the research and the conference “E-commerce in Italy” made by Casaleggio Associati represent an important event for networking and an update for operators of e-commerce in Italy, with extensive coverage in the media industry.

  • Participants

    Participation is limited to e-commerce merchants: business owners, CEOs, general managers, marketing managers, responsible for e-commerce and responsible Internet.

  • Panel

    The survey is carried out annually on a sample of 3,000 companies based in Italy between multinationals and SMEs.

    Take part to the panel!
  • Media

    National and specialist press publications, online magazines and industry experts.




Maurizio Benzi
Casaleggio Associati


Graduated in Economics at the Catholic University in Milan, is professionally involved in the Internet since 1998.
He has always been interested in the future of digital innovation and the role that the Internet exercises in people’s lives.
He specializes in the definition of online strategies for businesses and communication projects and digital marketing.
After numerous experiences in consulting in the Web, since 2004 works with Casaleggio Associati. Currently he manages the projects of some of the major customers of the company.
From May 2015 he became partner of Casaleggio Associati and joined the Board of Directors of the company.


Daniele Contini
Just Eat


Daniele Contini is Country Manager of Just Eat in Italy with responsibility for the development of the brand in the territory. Reference figure in the Italian digital economy for having contributed to the launch of numerous startups, Contini enters Just Eat in 2015 where he leads a structure which continues to grow with more than 4,000 restaurants in Italian affiliates. Formerly he was Chief Operations Officer of Schibsted Classified Media for South-East Europe, Africa and Mexico,  contributing to the international development of the Norwegian media group, and following the results obtained as CEO of Subito, where he led the company from startup to one of the first online Italian company. After the degree in Social Communications, Contini has started its journey in a web agency and then landed to Microsoft doing marketing in the Internet division and helping to launch MSN Italy – and eBismedia (Fastweb) in 2000 for the management of entertainment and gaming themed sites and channels.


Ludovic Des Garets


Ludovic des Garets, from January 2016 is Sr Director of Go to Market Strategy and Operations for DOCOMO Digital in Italy, France, Benelux and all Mediterranean countries.  He is responsible for DOCOMO Digital business development on three different fields: Loviit e-commerce payments, DOCOMO Digital m-commerce enabler and all services on B2C content with Operators and Partners of the business environment.  Ludovic began his career in Buongiorno during 2008 as B2C Managing Director of France, thanks to Buongiorno acquisition of ITOUCH MOVILISTO.  Graduated at EBS – European Business School in Paris between 1991 and 1995, Ludovic has completed in 2013 a master in Leading Strategies for Outstanding Performances at Paris HEC.


Daniele Bruttini


Daniele Bruttini is co-founder and MD in Quomi. He has a profound experience in the digital startup environment: after having sold his first startup (Energiachiara.it), he worked for long time for the Rocket Internet group: at first he was Country Manager Italy for Wimdu, a competitor of Airbnb, then he moved to Berlin for Zalando, where he held the position of Commercial Head Italy for Zalando, actively contributing to the setup and scaling of the company on the Italian market. Lately, he moved to Amsterdam as Country Manager Italy for Travelbird, Dutch startup in the online travel business. In June 2015 he moved back to Italy to launch Quomi.


Christina Fontana


Christina Fontana is Senior Manager Business Development for Alibaba Italy focused on introducing Italian companies to the Alibaba eco-system.  After graduating from the University of California, Berkeley in Political Economy of Industrial Societies she began her career in Europe where she successfully brought  a number of Internet start-ups to Italy in technology, media and telecommunications sector.


Massimo Boraso


A businessman who has built himself with a strong expertise in eCommerce and Digital Marketing.
He’s recognized and appreciated for his vision ability in the digital business thanks to ideas and projects that often have anticipate times .
He has founded several highly successful reality and continually invests in new promising Startup.

Alessandro Pantina


Graduated in Economics at the Faculty of Turin after several experiences in strategic consulting and an MBA at the Collège des Ingénieurs de Paris he begins its journey in Zalando in 2012 as analyst before moving to with marketing first for the Italian market and then for Southern Europe.



    We are not satisfied of visits. We convert them into customers and lead.
    Every day we work to allow our customers to increase online sales, become a market leader and strengthen leadership. We are pioneers in Italy of "Conversion Marketing" and move contacts, rouse sales.


    Loviit is the one-stop-shop payments partner enabling e-commerce retailers to easily expand “cross- border”. Our complete solution simplifies payments and invoicing management with a new technical tool, taking all the risks and guaranteeing a merchant’s cash flow with weekly full pay-outs. With Loviit merchants improve conversions and allow internationalisation in 1-click.

  • OnShop

    Simplicity and security for online payments. OnShop is a pre-paid card that can be used to purchase products and services on the websites of associated vendors. It looks like a cash voucher with a printed PIN and it’s distributed in real time in over 70,000 cafes, tobacconists and retailers affiliated to LIS – Lottomatica Italia Servizi, in fixed values from 25 to 300 Euros.


    Poste Italiane is the largest infrastructure in Italy that provides integrated delivery services, logistics and parcels, eCommerce, collection and payment, financial, insurance, mobile phones and digital communications throughout the national territory to households, companies and the Public Administration.


    Locker InPost Italia, is the italian branch of Inpost, multinational polish company leader in “parcel lockers” network, present in 23 countries with more than 10.000 employees. Lockers are delivery machines, that allow the fastest and most convenient method of shipping and collecting parcels (and returns) 24/7/365 with no queues, at a convenient location. Locker Inpost Italia manages the biggest and widespread network of lockers in Italy, almost 350 lockers already installed, in continuous growth in order to ensure the best coverage of territory.


    HiPay Group is an expert in online payments. It offers online publishers and e-retailers next generation payment solutions in order to leverage their businesses. HiPay brings added value to payment processing with specific solutions, suited for each merchant, on data, mobile and international development. HiPay owns two European licenses: e-money issuer and payment institution, in order to support e-merchants in all their payment needs.
    HiPay has offices in 6 European countries and in Brazil, and has over 150 employees.


    TrenDevice is the #1 website in Italy to buy and sell used iPhone and iPad. Established in 2014 as a spinoff of BuyDifferent, historical Italian e-commerce dedicated to everything Apple, TrenDevice boasts two offices in Italy and one US subsidiary. TrenDevice is an integrated reCommerce platform where you can buy certified pre-owned iDevices with a 12-month warranty. Each iDevice has passed over 30 tests carried out by specialised technicians. Or you can sell your used iDevice: free home pick-up by an insured courier, free return delivery, and payment in cash directly to your bank account.


    Mdirector is an email and sms marketing software of Antevenio group.
    Antevenio is listed on Alternext market of NYSE-Euronext Paris Exchange with an annual turnover of approximately EUR 24 million.
    Antevenio provides advertising and marketing services throughout Europe and South America.


    Accengage is the European #1 Push Notification Technology for mobile apps & websites, enabling leading brands to communicate in a targeted, personalized, automated and synchronized way with their app users and website visitors. Our 300+ international clients include market leaders such as Vente-Privée, Zalando, Leroy Merlin, KLM Privalia, BNP Paribas, etc.


    Mylittlejob is a crowdsourcing service, which allows companies to outsource tasks online.
    We work for the e-commerce industry: highly-skilled academics of 17 different nationalities, from all kinds of fields of study, complete a test and take care of content creation, such as product descriptions, banners, graphics and translations as well as research and data entry. With a pool of more than 121, 000 students, we help our clients reach high levels of performance both in the short and long term.


    Adabra is a web based app that allows any e-commerce to increase revenue. It helps delivering a tailored and pleasant shopping experience. Adabra is cross channel and cross device, allowing the e-commerce to follow the customer through the entire journey. We gather, process and normalise huge amount of data, so your site audience is split in segments. These segments allow you to deliver different tailored actions, from product recommendations to e-mail marketing to customer service.


  • Visibility

    • Logo on the report and on event marketing kit
    • Joint Press Release
    • Stand Gold / Silver at the conference
    • Dedicated area on the website
    • Interview on the Youtube channel

  • Report

    • Speech reserved for a company speaker
    • Networking spaces and contact

  • Formation

    • Possibility to reserve an afternoon workshop



E-Commerce in Italy 2015

In 2014 e-commerce has been profoundly transformed by maintaining an enviable growth for a country used to seeing her GDP decreasing every year. The growth of 8%, however, is still very limited given that markets like the UK have ten times the e-commerce transactions and continue to have growth similar to ours. Or that the world market of e-commerce gallops with growth expected this year by 20.9% and that it will reach 1.6 trillion dollars by the end of 2015. The marketplaces and foreign actors are positioning in our market and are responsible for the transformation that we are seeing, where the Italian online retailers, in particularly in consumer electronics and publishing, are giving way to economies of scale that they cannot fight.

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Davide Casaleggio
Casaleggio Associati



Marco Porcaro




Vincenzo Cannata




Salvatore Cobuzio

Martha’s Cottage



Marcello Messina




Valentina Visconti




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