How to Start a Shopify Store in Italy (Based on 10+ Years of Experience)

Launching a Shopify store in Italy is possible but there are some steps to follow to make everything go smoothly from the start.

I’ve been helping people launch ecommerce businesses for over 10 years—many of them in Italy—and I’ve seen the common pitfalls and the winning strategies.Let’s get straight to the point.

Getting Started With Shopify in Italy (Step by Step)

Starting a Shopify store in Italy can feel overwhelming, but breaking it into clear, actionable steps makes the process much easier.

Whether you’re selling fashion, food, or handmade products, this guide will walk you through everything you need to know to launch successfully.

Step 1: Get the Legal Stuff Out of the Way

Before you even get to Shopify you need to get the paperwork done. This is where many people in Italy get stuck because of VAT (aka IVA) and local invoicing rules.

Here’s what you’ll need:

• Partita IVA: This is your VAT number and you’ll need it to be legal. If you’re freelancing or running a small shop you can usually register as a sole trader.
• Codice Fiscale: This is your personal tax ID. You already have one if you live in Italy.
• E-invoicing: Italy is very strict on this. Shopify doesn’t handle electronic invoices directly but there are apps like Fattura24 and Debitoor that can integrate with your store.

Don’t skip this stuff—it’s easy to get tempted to jump into product pages and marketing but skipping the legal side will cause you big problems later.

Step 2: Set Up Shopify Correctly

Now the fun part: actually creating your store. Shopify is very user-friendly but there are a few tweaks for Italy.

Choose a Plan

Start with the Basic plan (€29/month) unless you already have a big audience ready to buy. You can always upgrade later.

You can try Shopify free for 3 days, and then pay $1 per month for the first 3 months. This allows you to set up and test your store at a minimal cost before moving to a standard plan.

Customize Your Store

• Themes: I’d recommend starting with a simple Shopify theme like Debut or Dawn. Both are free and easy to customize.
• Translations: If you’re selling to Italians your store needs to be in Italian. Use the Translate & Adapt app to localize your website.
• Currency: Make sure your prices are set to EUR (€) for local buyers.

Payment Gateways

Shopify Payments is available in Italy which makes life easier as it handles multiple payment options. Still you’ll want to add:

Step 3: Shipping and Fulfillment

Shipping is where you can make or break your store in Italy. People expect fast delivery but they don’t want to pay a fortune for it.

Here’s what works:

• Poste Italiane: It’s reliable and affordable for domestic orders.
• DHL or UPS: Use these for international orders, especially within Europe.
• Free Shipping: Offer it when possible, even if you build the cost into your product pricing. Italians love a good deal.

Pro Tip: Use a tool like Packlink PRO to compare shipping rates and save yourself time and money.

Step 4: Products That Sell in Italy

Not all products will sell in Italy. After working with so many Italian sellers here are the niches that consistently perform well:

1. Fashion: Italians take fashion seriously. Whether it’s clothing, shoes or accessories, quality and style matter.
2. Local Delicacies: Selling Italian food like olive oil, pasta or wine can be a goldmine especially if you’re targeting international customers.
3. Luxury Goods: Think watches, jewelry or anything high-end. Italians value craftsmanship.
4. Eco-Friendly Products: Sustainability is becoming huge. Products like reusable water bottles, eco-bags and organic cosmetics are trending.

Step 5: Marketing to Italian Buyers

Once your store is live it’s time to get people to actually buy something. Italian consumers are a bit different from other markets so you’ll want to adjust your marketing strategy accordingly.

Social Media First

Platforms like Instagram, TikTok and Facebook are where Italians spend their time. Use Shopify’s ad tools to create campaigns for these platforms.

SEO Is King

If you want organic traffic optimize for Italian keywords. For example:

• “Negozio Shopify in Italia”
• “Vendere online prodotti in Italia”

Blogging in Italian and focusing on local keywords can give you a big boost.

Build Trust

This is crucial in Italy. Add customer reviews, create clear return policies and show off any certifications or awards. Apps like Judge.me make collecting reviews easy.

Challenges You’ll Face

It’s not all sunshine and rainbows. Here are some common issues I’ve seen and how to handle them:

• High Shipping Costs: Offset this with volume discounts from carriers or free shipping promos.
• Complex Taxes: If managing VAT makes your head spin, hire an accountant who specializes in e-commerce. It’s worth it.
• Skeptical Buyers: Italians like to research before buying. Invest in quality product photos and detailed descriptions to build trust.

Conclusion

Starting a Shopify store in Italy is possible even for beginners if you follow these steps. Get the legal stuff sorted, make your store feel local and pick the right products for your audience.

Contact us if you need help setting up the store.