Case Study – How a Foreign SaaS Marketplace Entered the Italian Market
Introduction
Entering Italy as a foreign SME can be complex — bureaucracy, cultural differences, and the need for trusted partners make the process challenging. Success often comes through progressive steps: testing the market with pilot projects, building credibility, and then scaling with more ambitious initiatives.
This case study follows the journey of a foreign SaaS company that, with the support of its international management team and Do Business in Italy as local partner, moved from a small Shopify app promotion to a full fundraising marketplace, reaching measurable results and impact in just over two years.
Let’s see how a foreign SaaS marketplace in the fundraising sector successfully launched and scaled in Italy between June 2021 and August 2023, generating measurable results and social impact.
Chapter 1 – Pilot Project: A Shopify App for Italian E-commerce
Background
The company’s first step into Italy was through a referral app for Shopify, designed to increase online purchases via word-of-mouth marketing.
Challenge
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No visibility in Italy.
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Need to generate traction quickly with limited resources.
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Convince small e-commerce brands to test the app.
Approach
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📞 Direct outreach: targeted phone calls to Italian e-commerce brands using Shopify.
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🤝 Partnership: contact with Shopify’s Italian Team, who agreed to feature the app in the monthly newsletter “App Spotlight” column.
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📢 Visibility: editorial coverage provided credibility and exposure among Italian Shopify merchants.
Results
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A few dozen installations within a short timeframe.
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First brand recognition in the Italian market.
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Foundation for future projects and trust with the client’s international team.
Chapter 2 – Scaling Up: Launching the Fundraising Marketplace
Background
Building on the pilot, the company expanded its model into a SaaS marketplace for non-profits and affiliate e-commerce. Through affiliate links (Amazon, Booking, and local brands), non-profits could raise funds each time their supporters shopped online.
Challenge
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Establish trust with Italian non-profit associations.
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Onboard affiliate partners from scratch.
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Build awareness in a crowded e-commerce environment.
Approach in Italy
With operational autonomy, Do Business in Italy managed:
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Outreach and prospecting for shops and associations.
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Email marketing and tailored communications.
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Strategic partnerships with non-profit aggregators.
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Social media accounts in Italian, dedicated to community engagement.
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Content creation and digital PR.
Results (June 2021 – August 2023)
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💶 €176,435 in gross merchandise value (GMV) generated.
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❤️ €6,900 in donations disbursed to non-profits (around 5% of purchases, net of platform commissions).
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🔗 Over 50 affiliate partners onboarded.
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📝 180+ fundraiser pages created for Italian non-profits.
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👥 1.9 million supporters reached.
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💡 20% of new fundraisers came directly from social media engagement.
- 📊 Average conversion (views to clicks): 37%
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🎓 Admission to a European startup accelerator.
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Lessons for Foreign SMEs
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Start small, grow steadily – A pilot project (Shopify app) helped validate the market before scaling.
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Partnerships matter – Local collaborations (Shopify Italy, non-profit aggregators) were key to credibility.
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Community is a multiplier – Non-profits and associations are trusted entry points in Italy.
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Consistency is critical – Outreach, content, and assistance built trust over time.
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Success is teamwork – Results came from the synergy between the international management team and the local operational execution.
Conclusion
From a small Shopify app pilot to a fast-growing fundraising marketplace, this journey shows how foreign SMES in Italy and SaaS companies can successfully test, adapt, and expand in Italy.
For SMEs, the lesson is clear: entering Italy requires a step-by-step strategy, trusted local execution, and strong collaboration with the international team.
At Do Business in Italy, we provide exactly this: the local presence and operational arm that allows foreign SMES in Italy to turn opportunities into results.
