Italian online commerce is growing, but not at the same pace everywhere. In 2026, B2C product eCommerce reaches €42.6 billion, up 6% (Netcomm B2C eCommerce Observatory, Politecnico di Milano, 2026).
The marketplaces are the fastest-moving channel: they are growing by 15.7%, with Amazon, Temu and Subito leading the Italian ranking (Casaleggio Associati, 2026).
Alongside marketplaces, a second phenomenon is growing: agentic commerce. AI agents reason, compare prices and reviews, and complete the purchase on their own, without visiting a website the way a person would (Casaleggio Associati, Ecommerce Italia Report, 2026). The numbers point to a concrete acceleration: Rufus alone, Amazon's AI shopping assistant, has surpassed 300 million users and generated $12 billion in incremental sales in 2025 (Casaleggio Associati, 2026). But the quality of an agent's answers depends on the quality of the data it finds: if catalogs remain designed for SEO and not for conversational language, the agent returns inaccurate information, from prices and delivery times to availability. It is not a technology limit, but a data quality limit.
For brands and retailers, the consequence is direct: a product that is absent from marketplaces or unreadable to an AI agent simply does not exist in the new purchase journey. It is no longer enough to cover one channel at a time: inventory, prices, orders and product content must be synchronized across marketplaces, search engines and, increasingly, conversational agents as well, keeping the same data quality everywhere. This means avoiding overselling, updating stock in real time and turning product information into structured, complete feeds written in a language that an algorithm, as well as a person, can interpret. It is operational work that is manageable on one or two channels: it becomes a challenge when there are dozens of channels, each with its own technical requirements.
Highstreet.io, part of the Impresoft Univerce ecosystem, addresses exactly this twofold need: a single control point for every channel, and product data that is ready for AI agents too.
The platform synchronizes inventory, prices, orders and catalogs in real time across more than 100 digital channels, including the main marketplaces, from a single control center: the complexity of managing dozens of channels is reduced to a single control point.
With the AI Enrichment service, product feeds are no longer designed only for SEO and become richer and semantically optimized, written in a language that an AI agent too can read, interpret and use to recommend brands' products.
Not all marketplaces carry the same weight for every brand: choosing the right channel requires an assessment of positioning, pricing and competition, even before technology. For this reason, alongside the technology platform of Highstreet.io, Impresoft Univerce offers marketplace consulting, which helps brands guide this choice: from entry strategy to account setup, through to day-to-day management of the activated channels.
The topic is at the heart of Route to Digital Excellence, the event by Highstreet.io dedicated to premium & luxury eCommerce leaders, with a talk focused on marketplaces and AI agents. An afternoon of discussion followed by an aperitivo and networking dinner, on October 22, 2026 at Spazio Gessi, Milan
Discover Route to Digital Excellence and request your invitation: https://rde.highstreet.io/