For many Italian SMEs, marketplaces now represent one of the fastest ways to enter international markets. However, what may initially appear to be a straightforward choice of sales channel is, in fact, a strategic decision that requires careful assessment. Business opportunities, access requirements, entry costs, investment in visibility, and the services offered by each platform are all factors that affect the sustainability of the project and its return on investment.
In recent years, marketplaces have evolved far beyond being simple online storefronts. Today, they are fully developed digital ecosystems where millions of consumers and professional buyers begin their purchasing journey. For an Italian SME, this means gaining access to new customers across Europe, the United States, Asia, and the Middle East without having to establish a local sales network in the target market from the outset.
However, not all marketplaces are the same. Some are generalist platforms, while others focus on specific sectors. Some operate in the B2B market, others in B2C, and access may be open to any business or subject to a selection process. The markets covered, permitted product categories, logistics models, payment methods, and services available to sellers also vary considerably from one platform to another.
Moreover, the most promising opportunities for an SME are not always found on the best-known platforms. A food producer, for example, may achieve better results on Orderchamp, a European marketplace that connects independent brands with specialised retailers and is particularly well suited to high-quality packaged food products.
Similarly, a beauty company seeking to enter the Indian market could consider Nykaa, one of the country’s leading platforms for cosmetics and personal care products. For businesses operating in the B2B sector, marketplaces such as Ankorstore provide access to thousands of independent retailers across Europe through a fully digital wholesale model.
For this reason, the choice of platform should not be based solely on its reputation or popularity. The key question is whether the marketplace is genuinely aligned with the positioning of the product, the company’s commercial objectives and, above all, the resources that the business can allocate to the project.
Costs are another factor that is often underestimated. Sales commissions represent only one part of the overall investment. Additional expenses may include monthly or annual subscription fees, security deposits, logistics costs, fulfilment services, content localisation, and other services required by the platform.
Assessing all these cost components makes it possible to calculate the expected return on investment, or ROI, more accurately and determine whether the project is genuinely sustainable over the medium term.
Alongside access costs, particular attention should also be paid to visibility. Simply being present on a marketplace does not automatically mean that customers will find the company’s products. Leading platforms offer advertising tools that allow sellers to promote their products, appear among the top search results, or participate in promotional campaigns.
For lesser-known brands and companies operating in niche markets, this type of investment is often essential to generate qualified traffic and achieve initial sales.
Advertising should therefore not be regarded as an optional or additional expense, but as an integral part of the overall strategy. In some cases, a marketplace may also represent a valuable opportunity from a brand awareness and positioning perspective.
Being present on an international platform enables a company to increase its brand visibility in new markets, appear alongside its main competitors, collect customer reviews, and strengthen its credibility among consumers and buyers who are not yet familiar with the business.
To help companies identify the most suitable marketplace, Promos Italia provides a dedicated section featuring international marketplaces that are open to Italian businesses.
The marketplace profiles, which are updated weekly, provide information on the markets covered, access requirements, fees, available services, and sales models.
Companies seeking tailored support can also benefit from MatchMarketplace, a service through which Promos Italia experts identify the most suitable marketplaces based on the company’s products, target markets, and business objectives.
To help businesses identify the most suitable marketplace, Promos Italia provides a dedicated section featuring international marketplaces open to Italian companies. Updated weekly, the profiles include information on the markets served, access requirements, fees, available services, and sales methods. Businesses seeking tailored support can also use MatchMarketplace, a service through which Promos Italia experts identify the most suitable marketplaces based on the company’s products, target markets, and business objectives