The Ecommerce market develops mainly thanks to its ability to evolve technology to support the customer experience.
The double-digit percentage turnover growth of the last 15 years has been mainly enabled by the research and development carried out by merchant suppliers who innovate their services every year in order to make online shopping even easier. PNRR tenders have created an important window of opportunity in recent months to invest with subsidised finance or, in some cases, even non-repayable grants, which is why today the most proactive companies are accelerating the transformation of their technology stack after having slowed down due to a new generalised approach of financially sustainable growth rather than turnover development (with a few exceptions such as the pharmaceutical sector).
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Evaluating the Ecommerce Technology Stack of the top seven thousand Italian merchants in the Ecommerce Italia ranking allowed to identify suppliers that are making a difference. In particular, a strong difference in adoption between sectors also emerges, which certainly indicates, on the one hand, different needs depending on the products and services sold, but on the other hand also opportunities created by an often sector-restricted competitive analysis.
One of the most developing markets is the B2B market where manufacturers have experimented with the logic
of selling to end consumers through Ecommerce and are now considering digitising the company’s traditional sales processes and integrating them with Ecommerce using a single technology stack.
The uniformity of the technological approach is emerging for companies that also have sales channels in the physical world to create an integrated omnichannel experience between online and offline shops. For these reasons, we are now witnessing a transformation of the Ecommerce concept where the initial ‘E’ is increasingly losing its meaning and the supporting technologies and platforms are beginning to offer a single integrated service between offline and online and between B2B and B2C.
Another merging of activities is also taking place: the transactional part of the Ecommerce is merging with the publishing one. This trend is particularly visible on certain social media such as TikTok where the integration of contents and products purchasing is becoming ever closer, but also in the investments of certain foreign giants such as Starbucks, which has opened its film production company (Starbuck Studios) in 2024, or Amazon, which is experimenting with the first shoppable ads on Prime video.
From a strictly technological point of view, we are seeing the greatest transformation wave thanks to both predictive and generative Artificial Intelligence which is not only changing individual service areas productivity, but also the service itself.
The approximately 700 Ecommerce solutions and services analysed were divided into nine different categories, which make up the areas of this research: ecommerce platforms, technology partners and agencies, marketing services, advertising, payment systems, logistics and shipping, CRM and customer service, catalogue management and marketplaces, with a special focus on emerging technologies and AI impact in the Ecommerce context.
Food and Beverage 
Pets 
Insurance 
Car and Motorcycle 
Babies and Toys 
Home and Furniture 
Publishing 
Electronics 
Pharmacies 
Jewelry and Watches 
Marketplace 
Fashion 
Health and Beauty 
Gambling 
Sport 
Leisure 
Tourism