The new rules of Digital Commerce

A mature market and a selective consumer

Italian eCommerce has left behind the era of double-digit growth. The market continues to expand, but with a different logic: the consumer is more mature, less willing to forgive poor service. Price has become a threshold for entry, not a driver. Delivery quality, return management, and consistency between online and offline channels determine repurchasability. For businesses, this means one thing: funnel optimizations are no longer enough — acquisition, retention, and profitability must be rethought as an integrated system.

The buyer is no longer only human

A second audience has joined the customer: AI agents. More and more consumers are delegating discovery, comparison, and purchase to conversational systems such as ChatGPT, Gemini, and Microsoft Copilot. The numbers behind this transition, already measurable today across major international merchants, describe a market undergoing accelerated transformation. The two audiences have different needs. People seek branding, emotional resonance, relationship. Agents seek structured data, measurable quality, clear pricing. Designing digital touchpoints only for the traditional audience means becoming invisible to a constantly growing market share. This is no longer a question of channel, but of readability.

Five pillars to stay readable

The more commerce changes, the more the fundamentals matter. The enterprise companies leading the market today are not doing so by chasing the latest technology, but by strengthening a clear perimeter: product data integrity, solid business logic, brand identity consistency across every surface, control of the customer relationship, end-to-end operational reliability. It is within this perimeter that the competitiveness of the coming years will be determined.

Six perspectives, one direction

The Cooder for Enterprise summary brings together in a single document the data, insights, and visions that emerged from the first edition of the event. Six presentations, one direction for digital commerce.

Download the document to access all data and presentations.