Growing across borders thanks to new communication technologies

“E-commerce is now a certainty. The purchase of food online has grown by 40% in the last year”. (Alessandro Giglio, Giglio Group at the 2nd Food Forum in Genoa). Of course it is not enough to have an e-commerce site for sales to increase. New markets require strategies, time, investments and operational structures. But the certain fact is that through the sale via Internet and social communication you reach the whole world and that today the organization of shipments is such as to reach every corner of the planet. This is a great opportunity for Made in Italy because the goods are preceded by words, images and narrative of Italian history and culture, and are followed by comments, feedback, word of mouth, other images. Those who benefit most explicitly are small and medium food companies because they have the opportunity to tell their excellence to market segments increasingly attentive to quality and specificity (50% of products uploaded through Instagram stories are searched on the web and 25% of them are asked for information in private).