PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v9i3.14577ArticleMarket Expansion Strategies for Cross-Border E-Commerce in Italy Under the Background of Digital Transformationhttps://artdesignp.com/journal/PBES/9/3/10.26689/pbes.v9i3.14577ZhangXiao,ChenHang,DengLingzhao2026932026-04-16Driven by factors such as consumption upgrading, policy support and the gradual improvement of infrastructure, Italy’s e-commerce market has shown a growth momentum, creating important opportunities for cross-border enterprises. Based on an analysis of Italian consumers’ behavioral preferences, mobile shopping trends, social e-commerce ecosystem and the current situation of the logistics system, this paper suggests that enterprises should strengthen compliant operations. They can expand market coverage through the integration of online and offline businesses, optimization of mobile terminal layout, construction of an efficient and collaborative cross-border logistics system and the implementation of multi-channel parallel operation strategies, thus gaining sustainable development advantages in competition.

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