La race for digital transformation with Italian small and medium enterprises it doesn't stop. According to thesurvey 2025 di Italyonline, based on 2024 data, the “Digital Presence and Communication” market has reached 3,8 billion euros, recording an average annual growth rate (CAGR) of 14,4% over the last five years and an increase of approximately +12% compared to the previous year. They increased by 15% of companies investing in digital communication, with 1,694 million communicating companies, while approximately 20% of SMEs increased their budget in 2024. The average investment value per company is 2.243 euros, a substantially stable figure, but which indicates an increasingly widespread awareness: today being visible on the web is no longer an option, but a necessary condition for to compete.
The survey analyzed a reference population of 6,8 million Italian businesses, approximately 5,1 million of which are registered with the Economic and Administrative Information Register (REA) at the Chambers of Commerce. Of these, 3 million are sole proprietorships. The balance between closures and new openings is positive, at approximately 100. The research involved 10 businesses, representative of their size (nano, micro, small, and medium), sector, and geographic area.
E-commerce booming, social media almost on par with websites
The most used channel remains the company website, chosen by almost 700 thousand companies (+6% on an annual basis) for a total value exceeding 940 million euros. Followed by e-commerce sector, which recorded the most significant increase in 2024: +83% in investments, worth €402 million. On average, each of the approximately 150 companies active in this sector invested €2.715 to sell products or services online.
The activities of Search & Display Advertising – which include SEO, search engine advertising and display advertising – have involved over 400 thousand companies, for a total value of 673 million euros, up 11% compared to 2023. Social media also reach a record diffusion: 676 thousand companies invest in presence and advertising on the main platforms (Facebook, Instagram, TikTok, etc.), for a total market worth 595 million euros. Nearly half of the spending (47%) is allocated to organic management of social channels, while the remaining 53% goes to advertising.
Influencer marketing and marketplaces are also growing
Il influencer marketing market, once the preserve of medium-sized and large companies, is now experiencing double-digit growth among SMEs as well: investments are up 37%, with a total value approaching €100 million. Significant positive signs are also coming from marketplaces, with a 22% increase in investments, and from industry portals, particularly those dedicated to home professionals (such as PagineGialle Casa), which are growing by 8%.
Artificial intelligence is firmly entering business processes
The most relevant novelty of the research, however, concerns the adoption of theartificial intelligenceIn 2025, 26,7% of Italian SMEs declare they will be using or testing AI solutions, a 50% increase compared to 2024.
In detail:
- 9,4% of companies have already permanently integrated AI tools into their processes (it was 6,3% the previous year);
- 17,3% are in the experimental phase;
- 43,5% are aware of the potential but have not yet started projects;
- only 29,7% do not use it, a sharp drop compared to the previous year (-10 points).
The most popular applications are text creation (55,2%), photos and videos (31,9%), advertising campaign optimization (22,8%), and review management (22,6%). Followed by chatbot (18%), website creation (15,7%) and CRM (10%).
An evolving ecosystem
The findings highlight how digitalization is no longer the preserve of large companies. Even micro and small businesses are integrating digital tools to communicate, sell, and automate marketing activities.
At the same time, a new scenario is emerging in which online visibility increasingly passes through platforms based on artificial intelligence e great linguistic models (Llm), as ChatGpt, Gemini: and Perplexity, which contribute to redefining the dynamics of the customer journey.
To respond to this evolution, Italiaonline has launched InRete+, an innovative solution that increases the likelihood of an SME being cited by LLMs. Through coordinated presence in over 37 directories and strategic listings—including PagineGialle and PagineBianche—essential for boosting the reliability of the responses provided by AI.
Italiaonline's commitment extends across the entire digital ecosystem: from integrating AI Review Management tools and AI-optimized websites, to AI SEO services, Google AI, and AI-powered content creation solutions.
