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Selling in Italy: distributors, retail and marketplaces
Italy is a large and regional market. Strong national distributors sit alongside many regional wholesalers and agents, and a lot of retail is still independent shops. Our group already runs an Italian-language B2B portal, so Italian buyers are not new to us.
We serve Italy from our EU company in Poland, with Italian-speaking partners for offers and calls, stock in our partner warehouse in Poland and a shared CRM where you see every buyer.
How B2B buying works in Italy
Italian buyers include national importers and distributors, regional wholesalers, commercial agents who represent several suppliers in a region, retail chains and buying groups, and a large number of independent shops. Distribution is often organised by region: a distributor strong in the north may have little presence in the south.
Relationships matter. Buyers want to know who they are dealing with, prefer personal contact and calls in Italian, and expect after-sales support. Payment terms after delivery are common, and buyers compare quality and design as much as price.
What Chinese suppliers often get wrong
Approaching Italy with one national price list and English-only material. Italian buyers expect Italian, and regional partners need a margin structure that leaves room for agents and wholesalers. The other gap is packaging: Italy requires environmental labelling on all packaging placed on its market, with material identification codes, and producers and importers deal with CONAI, the national packaging consortium. See EPR and packaging.
How we approach Italy
From our base in Poland we check packaging labels first, then research national and regional distributors, agents and chains in your category and contact them in Italian with native-speaking partners. Buyers can order directly from your factory under contracts in your name, or smaller lots from stock in Poland. Every introduced buyer is registered in the shared CRM.
Sales channels in Italy
We choose the channels that fit your product, price level and order size.
National distributors
Importers and distributors that hold stock and supply retail and professionals across Italy.
Regional wholesalers
Wholesalers strong in one or a few regions, supplying independent shops.
Commercial agents
Multi-brand agents who visit shops in their region and take orders for several suppliers.
Chains and buying groups
Home-goods, DIY and specialist chains, and buying groups of independent retailers.
Amazon Italy and online shops
Amazon’s Italian store and specialist online retailers.
Corporate buyers
Promotional-product agencies and companies buying gifts and branded items.
Selling in Italy: what to know
| Topic | What to know |
|---|---|
| Language of offers | Italian for offers, catalogues, labels and instructions; personal calls in Italian. |
| Currency and payment | Prices in euro. Payment after delivery on agreed terms is common; deposits mainly from importers buying full containers. |
| VAT | Standard rate 22%. |
| Product rules beyond EU baseline | Mandatory environmental labelling of all packaging (Legislative Decree 116/2020) with material codes under Decision 97/129/EC; packaging EPR through CONAI. EU rules (GPSR, CE where it applies, PPWR from 12 August 2026) apply as well. |
| Marketplaces | Amazon Italy and other platforms; many sales still go through independent shops. |
| Trade fairs | Italian buyers visit national sector fairs and the large fairs in Germany and France, such as Ambiente and Maison&Objet. |
| How we serve it | From our EU company in Poland, with Italian-speaking partners, our Italian-language B2B portal and stock in a partner warehouse in Poland. |
Strongest categories for Italy
Industries where Italian distributors and wholesalers look for suppliers.
Frequently asked questions
What is the Italian environmental labelling of packaging?
Italy requires all packaging placed on its market to carry environmental labelling, including the material identification code. It applies to consumer and transport packaging. We check your packaging and prepare the labels before production.
How do I find distributors in Italy?
We research national distributors, regional wholesalers and agents that already sell your category, and contact them in Italian. Because distribution is regional, we often suggest one national partner or several regional ones. See distributor search.
Do Italian buyers accept English?
Some importers do, but most shops, wholesalers and agents expect Italian. Labels and instructions must be in Italian. We prepare offers, catalogues and labels in Italian.
Do I need an Italian company?
No. Italian importers can buy directly from your factory. If buyers want an EU invoice, our company in Poland can import and resell, and it can act as your EU responsible person under GPSR.
How long until the first order from Italy?
We cannot promise a date. First contacts usually start in the first month and samples follow in the second or third. Building trust with Italian distributors can take a few meetings.
Start selling in Italy
Send your catalogue and prices. We reply within one working day and tell you which Italian buyers fit your product.
Apply for European sales
Tell us what you make and where you want to sell. Within one working day we reply with a first view of your chances in Europe and the next step.
- Reply within 24 hours on working days
- Write in English or Chinese
- No fee until you accept a written proposal
- Emailcorp@longmeniq.com
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- Phone+48 577 723 719
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- EU officeEnjoyGroup Sp. z o.o.ul. Brzeska 8/4, 21-500 Biała Podlaska, Poland