Distribution of e-commerce marketing & advertising in Italy 2023, by category

How do Italian e-commerce companies invest in marketing and advertising? The results of a survey from 2023 revealed that approximately 24 percent of budget was for search engine marketing, a form of online marketing that aims at increasing visibility in search engine results. Moreover, 14 percent of resources invested by Italian e-commerce companies were allocated into search engine optimization.

 Investments are paramount 

  Investments and innovation are key to the survival, well-being and development of any business. The e-commerce sector is no exception. With more and more players entering the market, it is vital for e-commerce companies to keep investing in order to increase their online presence and to expand their business. Italian e-commerce companies are aware of that and have been developing strategies to increase their business value and, specifically, to develop and expand their presence abroad.  

 Social media allow to reach millions of potential customers 

  Thanks to their unprecedented popularity, social media have become a powerful tool to reach millions of people. The number of individuals using social media in Italy reached 34 million in 2020 and is expected to increase in the following years. For this reason, despite not being fully satisfied with the results of their investments in social media campaigns, Italian e-commerce companies plan to increase their investments in this direction in the future. In particular, Facebook and Instagram appear to be the most effective social networks for e-commerce companies.