Strategies, Data, and Technologies: GMDE at Ecommerce Italia 2025

The 19th edition of the Casaleggio Associati research confirms the key role of technology in the growth of Italian ecommerce

This year, GMDE once again took part as an Advisor in the event “E-commerce Italia 2025 - Ecommerce and Artificial Intelligence: an ongoing revolution”, held on April 9 and organized by Casaleggio Associati, a benchmark in research and strategic analysis within the Italian digital landscape. It was a unique opportunity for discussion among experts, companies, and tech providers to explore emerging trends, future scenarios, and the latest data in the sector.

E-commerce in Italy: a growing but transforming market

According to the research data, Italian e-commerce revenue reached €85 billion in 2024, showing a 6% increase over 2023, with 2.33% attributable to inflation. The top revenue-generating sectors were Travel & Tourism (€21.8 billion), Marketplaces (€14.8 billion), and Leisure & Entertainment (€13.4 billion). Among the main digital strategy goals that surveyed companies aim to achieve in 2025 are:

• Increase in profit and revenue (64%)
• Customer loyalty (44%)
• Boosting brand awareness (45%)
• Acquiring new customers (41%)

E-commerce and Regulation: transparency and safety at the core

A primary focus was on the regulatory framework's evolution directly affecting the e-commerce sector. Key areas of intervention include:

• Omnibus Directive: introduces obligations regarding transparency in reviews, offers, and price comparability;
• Tax and customs duties: new rules for the fiscal management of online sales and extra-EU import/export;
• Product information verifiability: accuracy and traceability of product descriptions become mandatory;
• Upcoming regulatory updates (from July 1, 2025): stricter controls on foreign sellers and marketplaces;
• Transparency for influencers and creators: sponsored content must always be disclosed (“disclosure” obligation);
• Accessibility and inclusivity: Platforms must become increasingly accessible, with specific guidelines for vulnerable groups (e.g., users with disabilities and minors).

Technology and ‘Italian-ness’: two priorities for the future

The analysis presented a clear picture: only 20% of the top e-commerce players in Italy are Italian. The theme of digital sovereignty and enhancing local entrepreneurship will be central in the coming years.
In this scenario, technology plays a pivotal role: the average e-commerce team in Italy consists of just eight people — a number that highlights the urgent need for integrated, scalable, and intelligent tools to manage processes, content, and customer journeys with an omnichannel mindset. This is where GMDE supports companies in their digital transformation paths with solutions that strengthen e-commerce infrastructures and boost efficiency and performance.

Among these, Shopware stands out — a flexible and modular platform designed to support the omnichannel growth of Italian and international businesses. Two of the platform’s most advanced features include:
 

1. Rule Builder allows for the creation of automated logic without writing code. For instance, users can automate:
   • Sending of promotional emails or order confirmations
   • Activation of discounts for customer segments
   • Specific conditions based on behavior or timing
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2. Digital Sales Rooms, a module designed to optimize premium B2B and B2C sales through three experience levels:
   • Pre-curated session: tailored selection of products and content
   • Pre-guided session: purchasing support via digital agents
   • Showroom: Live sessions with screen sharing, real-time quotes, and availability
   •  

These features integrate perfectly with GMDE’s technological approach, which combines:
• A PIM system (Product Information Management) for centralized product information management;
• A DAM solution (Digital Asset Management) for organising and distributing digital assets.
 

Our strategic and operational vision aims to guide companies on a sustainable, data-driven growth path that puts the customer at the center. We do this by optimizing processes, ensuring regulatory compliance, and personalizing the experience across all touchpoints — building digital ecosystems that evolve with market needs.

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