Website positioning in Italy

What marketplaces do Italians use?

The most popular five marketplaces in Italy are:

1. amazon.it
2. ebay.it
3. aliexpress.com
4. ago.com
5. etsy.com

In terms of revenue, Amazon.it clearly dominates the Italian e-commerce market, reaching $6.9 billion, ahead of Shein.com ($1.6 billion), Apple.com (744.6 million) and Zalando.it (591.4 million).

Also worth mentioning is Yoox, a globally recognized platform based in Italy, specializing in premium fashion and designer goods. It is part of the Yoox Net-a-Porter Group and serves a luxury clientele around the world.

Commercial relations

Italy maintains an extensive network of trade partnerships around the world, with particularly strong ties to both its European neighbors and key international markets. According to OEC data, the main destinations for Italian exports are:

• Germany ($20.1 billion)
• United States ($14.8 billion)
• Spain ($7.95 billion)
• Switzerland ($7.56 billion)
• United Kingdom ($6.25 billion)

Exports

Italy's export economy is extremely diverse and advanced. In 2023, according to the OEC, Italy's top export products are:

• Machinery and equipment ($20.6 billion)
• Pharmaceutical products and pharmaceutical preparations ($12.2 billion)
• Food products ($9.38 billion)
• Chemicals ($8.47 billion)
• Metallurgical products ($7.89 billion)

Exports mainly come from industrial centers such as Milan ($12.6 billion), Turin ($4.82 billion), Florence ($4.77 billion), Vicenza ($4.68 billion) and Bologna ($4.37 billion).

Imports

The Italian import market is equally significant. The main import products in 2023 are:

• Oil and gas ($12.2 billion)
• Metallurgical products ($11.2 billion)
• Chemicals ($11.2 billion)
• Motor vehicles, trailers and semi-trailers ($10.3 billion)
• Pharmaceutical products and preparations ($8.84 billion)

Italy imports mainly from Germany ($20.1 billion), China ($13.6 billion), the Netherlands ($8.8 billion), Spain ($8.2 billion) and Belgium ($6.24 billion).

For Polish companies planning to expand, Trading Economics data shows that trade between Poland and Italy is significant - Polish exports to Italy reached $17.29 billion in 2024, while imports from Italy reached$17.78 billion in the same period. This places Italy among Poland's most important trading partners.

Italian consumers

Italian consumers are increasingly willing to use online shopping, although they still lag behind other European markets in terms of e-commerce adoption. The average Italian e-customer spends about $1007 annually, an amount that is expected to rise to $1,480 by 2027, according to PPRO data.

Among the various demographic groups, those aged 35-44 are particularly active in mobile e-commerce and drive most of the growth in this segment.

Optimizing for mobile devices is a must - 54% of web traffic in Italy comes from mobile devices, 43% from desktops and laptops, and just 2% from tablets.

Mobile commerce

Mobile devices are playing an increasingly important role in Italian e-commerce:

• Italians make 40% of online purchases via mobile devices
• Mobile e-commerce in Italy generates €7 billion in sales, thanks mainly to young adults aged 35-44
• The penetration rate of mobile devices in the country is 68.5%

Delivery

In the Italian e-commerce market, the key parcel providers handling domestic and international deliveries are:

• BRT (Bartolini)
• SDA (part of Poste Italiane)
• DHL
• GLS
• UPS

VAT rates in Italy

Italy applies differentiated VAT rates for different categories of goods and services.

The standard VAT rate is 22% and applies to most goods and services. However, there are reduced rates for selected categories:

• 10% VAT for the supply of electricity for certain uses, medicines, pellets and selected children's products (such as powdered milk)
• 5% VAT for certain health services, food herbs, selected transportation services and district heating services
• 4% VAT for certain food, beverages, agricultural products, and e-books and e-journals that meet specific requirements

VAT regulations in e-commerce

For e-commerce companies operating in Italy, it is important to understand several key VAT issues:

1. Intra-Community Supplies: Exports and intra-Community supplies are exempt from VAT under certain conditions.
2. Distance selling in the EU: The turnover threshold for cross-border sales in the EU is €10,000. Companies exceeding this threshold must charge VAT at the rate in the customer's country - either by registering in each country or using the One Stop Shop (OSS) system.
3. Importing goods: For shipments of less than €150 from outside the EU, sellers can simplify customs procedures by charging import VAT at the time of sale and declaring it through the Import One Stop Shop (IOSS) system.dłowo implement several important VAT issues:
4. Intra-Community Supplies: Exports and intra-Community supplies are exempt from VAT under certain conditions.
5. EU distance sales: A pan-European turnover threshold of €10,000 applies to all distance sales crossing EU borders. Companies exceeding this threshold must charge VAT at the rate applicable in the customer's country, either by registering in each country or using the One Stop Shop (OSS) system.
6. Importing goods: For shipments under €150 from outside the EU, merchants can simplify customs processes by charging import VAT at the time of sale and declaring it through the Import One Stop Shop (IOSS) system.

Consumer protection and regulation

Italy maintains rigorous product quality, safety and labeling standards, reflecting a strong culture of consumer protection.

For companies entering the Italian market, Decree No. 116 of September 3, 2020 imposed strict obligations for environmental labeling standards for all packaging in Italy. The goal is to reduce environmental impact by:

• Use of identification codes to facilitate reuse, recovery and recycling
• Provide consumers with information on proper waste handling

The regulations apply to all B2C packaging (primary product packaging and shipping packaging) and B2B packaging that requires material to be marked with an alphanumeric code.

For more detailed information, companies can refer to the Italian Ministry's Guidelines and the Italian Packaging Consortium.

SEO of websites in Italy

As more and more Italian Internet users begin the shopping process with online searches, a strong presence in search results is becoming a key factor for success in Italy.

Search Engines

Unlike some markets with a more diverse search engine landscape, Italy is the kingdom of Google. We are talking about a crushing dominance of 93.76%, which in practice means that SEO strategies should focus primarily on Google's algorithms. The other players are of minor importance:

• with a share of 4.14%
• Yahoo with a microscopic 0.8% of the market
• DuckDuckGo and Russian Yandex oscillating around 0.48%

This near-monopoly position of Google gives you a certain advantage - master Google's ranking factors for the Italian market, and you basically solve the puzzle of your visibility. However, don't completely underestimate Bing, especially if you are targeting business professionals or certain age groups, where its usage is somewhat higher.

Site optimization

Technical excellence is of paramount importance in Italy, where users have less patience with slow-loading pages and unintuitive mobile versions than their northern European counterparts. Website positioning in Italy requires a solid technical foundation.

Start with a comprehensive audit that will check:

• Site architecture that is easy for search engines to index
• Flawless mobile responsiveness (crucial, given 54% of traffic from smartphones)
• Lightning fast load times (Italians are quick to abandon slow sites, especially on mobile networks)
• Meta elements tailored specifically to Italian search behavior
• Structured data to help Google understand the context of content in the Italian market

Choosing a domain extension

For companies in Italy planning a long-term presence in the market, it is definitely worth considering a domain with a .it extension, which immediately signals local relevance and commitment to Italian customers.

To register a .it domain, you must:

• Use an accredited registrar for an Italian top-level domain
• Provide Italian tax code or identification number for non-Italian entities

The alternatives are:

• Create a subdomain (e.g., it.yourfirma.com)
• Use of a subdirectory (e.g., yourfirma.com/it)

A local .it domain not only boosts user confidence, but is also better perceived by Google for searches from within Italy, which can improve your position in local search results.

Analysis of competition in Italy

A thorough analysis of the competition in the Italian market allows you to understand the specifics of local SEO strategies. When researching competitors, it is useful to answer questions:

• Which keywords generate the most traffic for competitors?
• What Italian sites link to competitors' sites?
• Which content formats perform best in the Italian market?
• What marketing strategies do competitors use?

Language and content for Italian sites

Content Localization

Content in Italian is more than simple translation - it requires an understanding of cultural nuances and context. Effective localization should:

• Create content specifically for an Italian audience
• Take into account local events and trends
• Engage native Italians or local experts
• Take regional differences into account (content that works in Milan may not resonate in Sicily)

Keyword research

Keyword research must take into account the peculiarities of the Italian language. Due to language differences, direct translation of keywords from other languages may not yield optimal results.

Key aspects of keyword research for the Italian market include:

• Analysis of search terms in Italian
• Exploring search intentions
• Assessing the popularity of specific phrases
• Analysis of seasonality of search

Keywords related to location

For companies offering local services, keywords containing Italian city and region names are crucial for local SEO, such as:

• "elettronica Milano" (electronics Milan).
• "scarpe Roma" (Rome shoes)
• "mobili Napoli" (Naples furniture)

Link building in Italy

Effective link building in the Italian market should include:

• Collaboration with local Italian websites and blogs
• Publication of guest articles in Italian media
• Building relationships with Italian influencers
• Presence in Italian business directories

A few valuable backlinks from respected Italian websites will be far more effective than numerous links from irrelevant sources, helping to improve your visibility in Italian search results.

Why choose us for SEO in Italy

1. specialists in European markets

The Italian online market has its own unique characteristics and challenges. Having worked for years in various European markets, our team has gained a unique understanding of what makes Italians' digital behavior different from other countries. When strategies that worked in Spain fail in Milan, and a German approach doesn't work in Rome - we know why and, more importantly, how to fix it.

2. proven track record

We have helped companies in various industries gain footholds in Italy without the typical painful learning curve. Our clients appreciate that we don't use template solutions. Instead, we adapt proven approaches from similar markets while respecting the unique aspects of Italian consumer psychology and regional differences.

3. technical expertise

Our international SEO expertise goes far beyond the basics. We've developed specialized approaches for Italy's highly mobile market (54% of all traffic!), including site architecture better suited to Italian users and technical solutions that match the country's diverse Internet infrastructure. These are not theoretical benefits - they translate directly into better rankings and higher conversion rates.

4. time and resource efficiency

Why juggle multiple vendors when one experienced team can take care of everything? From initial market analysis to ongoing optimization, we coordinate your entire Italian digital presence. Our integrated approach combines technical SEO, content marketing tailored to Italian sensibilities, and strategic link building leveraging the relationships we've built in this market.

5. risk elimination

Digital marketing should not be a black box. We have rejected the typical opacity of the industry in favor of simple reporting and full transparency. You'll always know what we're doing, why we're doing it and - most importantly - what results we're delivering for your business. This transparency is not only a matter of trust - it helps you make better strategic decisions about how to approach the Italian market.

Summary

Italy presents a fascinating paradox for digital marketing professionals - a G7 economy with centers of world-class innovation alongside areas still catching up in digital transformation. This unevenness creates unique opportunities for companies with the patience and knowledge necessary to navigate the complexities of this market.

Success in digital marketing in Italy is not just a matter of translating an existing strategy. It requires taking into account the country's regional diversity, cultural nuances and evolving digital habits. The importance of SEO can hardly be overstated in a market where many competitors are still making basic mistakes. Companies that properly invest in SEO can quickly gain dominant positions that would take years to achieve in more digitally mature markets.

Ensure that your site speaks authentically to Italian consumers through proper localization, technical excellence and content that resonates with local priorities. Your commitment to understanding this unique market will be rewarded with loyal customers and steady organic growth.

Contact us to learn how our team of Italian market specialists can help you stay ahead of the competition and establish valuable relationships with Italian consumers.a market where many competitors are still making basic mistakes. Those who invest in SEO properly can quickly establish dominant positions that would take years to achieve in more digitally mature markets.

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