E-commerce has surpassed $1 trillion, and it prospects further expansion in the next 5 years, with ample room for Made in Italy in China, which dominates the purchasing charts. The beneficiaries of e-commerce, however, are only those companies that have been able to understand the prerogatives of the Web and the characteristics of foreign target markets.
The widespread inability of Italian companies to communicate is demonstrated by the decline in online searches for Made in Italy products from China, -64% in 2013. In sharp contrast to the growing interest in the excellence of Italian agribusiness. Why? For linguistic reasons, first of all. But also because the social networks and search engines that are still so popular in the West – Facebook, Twitter, Google – are completely ignored under the Great Wall. Where to show up requires humility and adaptation, in a word GIFT.
