E-commerce marketing · Industry brief

Italian retail media market is projected to reach 920 million euros by end of 2026, representing 23 percent growth, with onsite advertising comprising 91 percent of value and growing 22 percent annually, according to Politecnico di Milano Retail Media Working Group research. The consolidation of offerings from major international e-commerce platforms is supporting this development, with 44 percent of leading modern retail chains now treating retail media as a strategic priority with dedicated resources and management sponsorship.

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The EU's Empowering Consumers for the Green Transition Directive became effective September 27, 2026, requiring businesses to immediately comply with stricter rules on environmental claims across all channels including e-commerce listings, packaging, and marketing materials. The EU Consumer Protection Cooperation Network issued guidance confirming no general grace period for old stock already in circulation, though limited flexibility may apply in exceptional cases involving genuine transitional difficulties such as product shelf-life, supply chain dependencies, or packaging production cycles. Noncompliance carries significant penalties—fines of up to 4% of annual turnover or €2 million—and enforcement authorities in jurisdictions like Germany, Italy, and France have shown a strict approach to greenwashing. Businesses must audit environmental claims immediately, remove or correct noncompliant online content, implement remediation strategies for legacy stock, and maintain documentation of compliance efforts.