Casaleggio Associati report outlines B2B digital commerce models in Italy

Casaleggio Associati, in collaboration with Shopify, FactFinder, and Boraso, has released a research report titled ‘Digital Commerce B2B in Italy’. The study focuses on medium-sized Italian industrial and distributive companies, examining how they navigate digital commerce transitions.

The research emphasizes that B2B digital commerce extends far beyond simply launching a sales website. Key investment areas include product data management, commercial networks, marketing, marketplaces, and operational processes. The report identifies six channel configurations, such as manufacturers selling through distributors, franchising, and unified commerce where physical branches and e-commerce share stock and customers.

Davide Casaleggio noted that while B2B uses technologies similar to B2C, the dynamics are distinct. He suggested that the Italian manufacturing sector can avoid the costly mistakes made by the retail sector—such as implementing unsuitable platforms or failing to clean data before attempting automation—by learning from the established experiences of B2C pioneers.