Digital Export: the new frontier for Made in Italy

Exports are a fundamental pillar of the Italian economy. Made in Italy, synonymous with quality, craftsmanship and innovation, represents a strategic asset for the growth of Italian companies in international markets. However, global trade is changing rapidly: digitalisation, new consumer habits and the evolution of technological tools are redefining how companies access foreign markets.

In this context, Digital Export offers concrete opportunities for Italian businesses looking to reach customers abroad, making internationalisation processes more efficient and reducing some of the complexities associated with traditional export.

WHAT DIGITAL EXPORT IS AND WHY IT IS ESSENTIAL FOR BUSINESSES
 

Digital Export refers to using digital technologies to export goods and services, enabling companies to overcome the traditional limitations of international trade. Through online platforms, marketplaces, e-commerce, social media, digital marketing and electronic payment tools, companies can reach customers in foreign markets without needing a physical presence, breaking down geographical barriers and optimising internal processes.

These approaches allow for optimised operational costs, improved efficiency and rapid expansion of the customer base. Companies can leverage Digital Export to promote their products, manage transactions and engage with global consumers.

THE ITALIAN EXPORT SCENARIO: FIGURES AND TRENDS

Italian exports continue to represent a strategic component of the national economy. ISTAT data shows that in 2024, Italy exported goods worth €623.5 billion, recording a slight decrease (-0.4 %) compared to 2023.

The year 2025 brings cautious optimism for global trade. The international outlook remains uncertain, according to the Industrial Sectors Analysis Report by Intesa Sanpaolo-Prometeia published in February 2025, due to widespread geopolitical risks and the threat of new tariffs from the American administration. However, European inflation and official rates continue to decline, which should support the recovery of demand for consumption and investment and the revival of intra-EU trade after two years of significant weakness. The gradual recovery of the German economy, a key cog in the European value chains, will also be crucial. In the second half of 2024, Italian exports of manufactured goods to EU countries registered moderate growth, offsetting the difficulties experienced in the year's first half.

This landscape highlights how important it is for Italian companies to look to foreign markets to continue growing, even through the use of innovative and strategic tools such as Digital Export.

THE ADVANTAGES OF DIGITAL EXPORT FOR BUSINESSES

In an increasingly interconnected world, Digital Export is emerging as one of the main strategic levers for Italian companies wishing to expand their business beyond national borders. Adopting digital solutions to manage and optimise international sales facilitates access to new markets and offers numerous competitive advantages. The main benefits of Digital Export for businesses show how this transformation can generate growth opportunities, improved efficiency and optimised resource management.

• Access to New Markets: Digital Export allows companies to enter international markets without the need to invest in physical infrastructure. E-commerce platforms, social media and digital marketing enable easy access to buyers and distributors worldwide.
• Cost Reduction: Unlike traditional export forms, which often require intermediaries, complex logistics, and physical stores, digital exports lower management and shipping costs. Furthermore, digitalising the export process allows for operational automation – from order management to invoicing, from logistics to payment management – improving efficiency and reducing the risk of errors.
• Brand Strengthening and Business Diversification: Being present on digital channels such as B2B marketplaces, social networks and search engines helps businesses improve brand recognition and build customer trust.
• Risk Mitigation: Having a structured presence across multiple digital channels also allows businesses to mitigate risks associated with fluctuations in domestic demand by distributing their business across different markets.
• More Personalised Offering: The use of digital tools allows companies to analyse market data, identify the specific needs of international customers and, therefore, propose tailored offers.
• Optimised Logistics and Payments: Digital platforms enable more efficient management of international transactions with integrated solutions for logistics and payments. This helps reduce delivery times and simplifies the collection process.

SUCCESSFUL STRATEGIES FOR DIGITAL EXPORT
 

To achieve tangible results, it is essential to adopt a well-defined strategy that integrates digital channels, marketplaces and international marketing tools. Key elements include:

• Market analysis and selection of digital channels to identify the best export opportunities;
• Localisation of the offering to adapt to the specifics of target markets;
• Development of an international e-commerce platform with integrated payment and logistics systems;
• Automation of sales processes using CRM (Customer Relationship Management) and chatbots;
• Partnerships with local distributors and the development of social selling strategies to strengthen the commercial network.

TOOLS FOR DIGITAL EXPORT: B2B MARKETPLACES AND SOCIAL SELLING
  

Internationalisation through Digital Export is based on innovative tools that enable easier and more effective overseas sales. Among these, the most used are B2B marketplaces and Social Selling. Here's what they are.

B2B marketplaces: a gateway to international markets

In this scenario, B2B marketplaces play a key role, as they facilitate contact between companies and international buyers through digital platforms where products can be sold directly without intermediaries.
According to the B2B Market and Customer Experience Report by Digitalcommerce360, there were around 750 marketplaces globally in 2023, and this number is expected to exceed 1,000 by 2025. The estimated gross merchandise value in global B2B marketplaces will reach $26 trillion by 2030.
The European Export and Digital Transformation Barometer by Alibaba shows that 92% of European companies use them to expand their international presence.
Among the leading B2B marketplaces for Made in Italy are:

• Alibaba.com, the largest B2B marketplace in the world, with millions of international buyers
• Amazon Business, the platform dedicated to companies looking to sell professional products
• Global Sources, particularly useful for the manufacturing and technology sectors
• eWorldTrade is an emerging marketplace gaining market share in B2B.
  

These tools offer advanced features such as automatic translation, shipping management and sales data analysis, simplifying internationalisation.

Social Selling: the Role of Social Media in Digital Export
 

Social media has taken on an increasingly important role in companies' internationalisation strategies. In addition to being communication tools, they enable the creation of relationships with international buyers and distributors, increasing brand awareness and generating qualified commercial leads.
Companies can use social networks to:

• Share informative and valuable content aimed at foreign audiences
• Present products and services interactively, through videos and case studies
• Interact directly with potential customers and distributors in real time

In the context of Digital Export, LinkedIn confirms its position as the most effective tool for B2B Social Selling, enabling companies to build strategic relationships with international buyers and industry distributors.
Data from LinkedIn itself outlines why the platform is strategic for those engaging in Digital Export through social selling, particularly:

• Significant User Base: LinkedIn has over 1 billion registered members in more than 200 countries, making it one of the most extensive social networking platforms in the world;
• Decision-Making Presence: The platform hosts around 65 million decision-makers, 10 million C-Level executives, and, in general, 4 out of 5 LinkedIn users influence business decisions;
• Social Selling: Adopting social selling strategies on LinkedIn can increase sales opportunities by 45% compared to traditional methods;
• Lead Generation Effectiveness: Users who actively use social selling on LinkedIn are 51% more likely to achieve their sales goals. Additionally, 40% of B2B marketers identify LinkedIn as the most effective channel for obtaining high-quality leads.

With these tools at their disposal, companies can identify targeted buyers, initiate direct conversations and monitor market activity, helping to develop more focused export opportunities.

THE ROLE OF BANKS IN DIGITAL EXPORT
 

Digital export is not just about sales and promotion but also the efficient management of international transactions. In this context, banks play a key role, offering advanced financial tools to support businesses in their internationalisation journey. From managing multi-currency payments to fraud protection, banks are essential partners in ensuring secure and compliant operations with international regulations.
Corporate banking solutions for export can include:

• Trade finance services, such as letters of credit and secure payment tools to reduce risks in international transactions
• Liquidity and financial flow management, with multi-currency accounts and tools to optimise foreign exchange
• Integrated digital solutions to monitor export operations, collections and customs management

In this context, Inbiz offers digital tools that are useful for companies operating in foreign markets, enabling the secure and structured management of export-related financial operations, allowing for in-depth exploration of key regulatory topics related to trade finance and analysis of the various reference markets.
In conclusion, Digital Export represents an opportunity for Italian companies aiming to expand their international presence, making the entire process simpler, faster and more secure.
A well-structured strategy that combines digital innovation, efficient financial management and targeted partnerships can help make Made in Italy increasingly strong and recognised on the international stage.

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