Italy - Country Commercial Guide
Market Entry Strategy

Generalizes on the best strategy to enter the market, e.g., visiting the country; importance of relationships to finding a good partner; use of agents.

Last published date: 2021-10-28

The cultivation and maintenance of personal relationships are a vital part of doing business in Italy. Finding the right Italian agent, distributor, or business partner is therefore essential. It is usually not effective to rely on agents or distributors located in neighboring markets, despite the existence of the EU common market.

The ideal candidate should already have a network of relationships that will open doors in the market and solid understanding of local business practices and regulations. For technical products, the potential partner should have the ability to provide Italian customers with after-sales service.

Patience is essential as it may take two to three times longer than expected to make relationships, establish a market presence, or set up a business.

The U.S. Commercial Service has offices in the U.S. Embassy in Rome and the U.S. Consulate in Milan to help U.S. exporters enter the market. Our industry and market experts help U.S. firms connect with key individuals and organizations through customized solutions including one-to-one meetings, company promotion events targeting customers and partners, market insights and advice, and participation in U.S. Pavilions at leading trade exhibitions.

The U.S. Commercial Service offers regional customized solutions throughout Europe as well as country-specific programs. We help connect U.S. companies to opportunities across Europe.

For more information visit  https://www.trade.gov/italy