Digital Innovation Drives Italian Exports
In an increasingly interconnected world, where digitalisation has become a strategic asset for international growth, DigIT Export Day 2025 focused on a key question for Italian companies: how can digital technologies be leveraged to expand exports?
The event, organised by Promos Italia and the Milan Monza Brianza Lodi Chamber of Commerce, with the support of the Punto Impresa Digitale (Digital Enterprise Point), brought together experts, entrepreneurs and companies, providing an overview of emerging trends and tangible opportunities in digital export.
In a rapidly evolving global environment, companies’ competitiveness increasingly depends on their ability to innovate through digital technologies. Although there is still room for improvement, it is encouraging to see a growing number of Italian businesses investing in technology to strengthen their presence in international markets.
The National Landscape: Data and Trends
According to a survey conducted by Promos Italia:
- 18% of Italian companies already use artificial intelligence (AI) to support their export activities:
- 83% for written content creation
- 42% for image generation
- 33% for customer data analysis
- 17% for dynamic pricing
In terms of digital investment in 2024:
- 79% of companies allocated resources to digital initiatives:
- 22% invested less than €1,000
- 19% invested less than €5,000
- 15% invested less than €20,000
- 1% invested more than €300,000
Looking ahead to 2025/2026, 87% expect to increase their digital investments.
Target markets:
- EU (85%)
- United States (44%)
- Africa (16%)
- South America (13%)
- Canada (10%)
Focus on Milan, Monza Brianza and Lodi: Companies Undergoing Digital Transformation
As part of its digital guidance and support activities, Promos Italia analysed the results of more than 800 self-assessment tests completed by companies in the local area:
- 80% of companies were classified as digital exporters, and 90% of these had an advanced or intermediate profile:
- 70% adopt an omnichannel approach, integrating online and offline channels
- 57% tailor their marketing content to the destination market
Regarding e-commerce:
- 85% use intermediate- or advanced-level platforms
- 40% promote their e-commerce activities across multiple digital channels
However, a number of critical areas remain:
- 55% of companies have neither an export manager nor an e-commerce manager
- only 13% employ a full-time in-house social media manager
- 40% publish content without an editorial plan
- only 4 out of 10 monitor their social media performance
Advertising Investment and International Markets
Companies in the Milan, Monza Brianza and Lodi area rank among the most dynamic in Italy in adopting digital tools to support exports. They also show a greater willingness to invest in advertising aimed at international markets:
- 31% use online advertising, compared with a national average of 23%
- 30% invest in Google Ads, compared with 18% nationally
- only 36% report making no investment in advertising, compared with 43% nationwide
Current markets:
- EU (86%), United States (31%), Africa (18%), India (16%), South America (14%)
Future target markets:
- EU (63%), United States (39%), Canada (33%), South America (26%), China (23%)
Digital Transformation as a Strategic Driver of Internationalisation
DigIT Export Day 2025 reaffirmed the importance of digital transformation as a key factor in addressing the challenges of international trade.
Italian companies that successfully invest in skills, technology and digital strategy will be able not only to strengthen their competitiveness, but also to differentiate themselves and establish a stronger position in constantly evolving global markets.
The journey is already underway: now is the time to accelerate.