Italian companies don’t use Alibaba to sell online B2B

Launched in 1999, is the leading platform for global wholesale trade. Alibaba’s mission is to make it easy to do business anywhere.

They do this by giving suppliers the tools necessary to reach a global audience for their products, and by helping buyers find products and suppliers quickly and efficiently.

For too long Italian companies have a look at Alibaba as a platform where to find cheap suppliers, they really never used as a platform to sell their products or enter new markets. COVID has changed this vision, and more and more companies in need to export are now looking at Alibaba, Amazon, and other marketplaces as an opportunity.

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ICE and Alibaba in China partner to create a virtual hub designed to bring excellent products and culture of Made in Italy to China, #HelloITA is the first country project of its kind on Alibaba. It brings together about 90 companies and over 100 brands, of which more than 50% are small or medium-sized. All of them will offer their products and content to Chinese consumers in a dedicated pavilion on Tmall, the Chinese company’s B2C marketplace. Alibaba Italia team, led by Managing Director Rodrigo Cipriani Foresio with Angel Zhao, Head of Alibaba Globalization Leadership Group, together with ICE trade commissioners Massimiliano Tremiterra and Amedeo Scarpa and a delegation of Italian companies, celebrated the inauguration of HelloITA in Shanghai.


The question is: are Italian companies ready to sell online on Alibaba?

In Canada, if we research Alibaba for Made in Italy products, the only companies we find from the research are fashion related and if we check the box to find the ones that are offering trade assurance, the list goes down to 3. It means that all the companies in the machinery industry are still not using this tool, and even the companies in a fashion that are present on Alibaba are not using at its full potential.

Alibaba it’s one of the best marketplaces to be, and it will be important for the next future to understand how to be present or you are losing a big opportunity.

How to sell custom made jewellery online in Canada

Italy is one of the best places in the world for the production of high hand jewelry.
In Canada, the revenue in the Jewelry segment amounts to US$1,388m in 2020. The market is expected to grow annually by 2.1% (CAGR 2020-2023). With these numbers the competition is high and it’s important to understand what are the best options. Let’s try to answer the most common questions.

Why sell jewellery online?

Jewellery is a billion-dollar online marketplace that has grown constantly. It has a lot of niches, that means a lot of opportunities.  
It’s also a market where customers are always looking for new trends.

What do I need to prepare to get ready with my online shop?

Choose the best online platform to sell jewellery in Canada?

Jewellery Etsy Diginess


Jewelry is perfect for the Etsy platform, especially if you can source or create something unique. You’ll be competing with thousands of other sellers, so you need to do everything you can to stand out. Just be aware of the $0.20 USD listing fee per item, which can add up quickly if you’ve got a large inventory. There’s also a 5% transaction fee.

Ruby Lane

Most of Ruby Lane’s users (85%) are women aged over 40, which also happens to be a demographic with disposable income to spend on jewelry. While there’s no commission, Ruby Lane charges $0.19 per listing and a tiered “maintenance” fee that ranges from $69 a month for small sellers, to $0.01 per item for major sellers. There’s also a one-off $100 set-up cost.


Amazon is offering free Professional selling plans (usually $39.99 per month) to Amazon Handmade artisans until the end of 2019. They do take a 15% referral fee per item sold (or $1 minimum per item). So you’ll have to weigh up whether the fees are worth it. Keep in mind, Amazon is by far the largest online retailer in Canada and one of the biggest in the world. If you can tap into that customer base, you could do very well for yourself.


The best thing about Bonanza is that it’s free to set up your store and they only take a 3.5% commission from the final value of each sale. That means more money in your pocket compared to most other platforms.

Social media strategy

You definitely need to put in place a social media strategy. According to your audience, our favourite social media for the jewellery industry are:

  • Tick Tock
  • Instagram
  • Youtube
  • Linkedin for B2B
Once you have selected your media plan your posting. 
If you have the budget to use influencers to promote your products, this may be the fastest way to create your online audience. If you don’t have enough budget you can always create a reselling program to attract more influencer, here a good example

You should start a PPC campaign.

You want to start a PPC campaign for these reasons:

  • learn what the best keywords are 
  • understand the volume of the market
  • learn about the jargon and new terms
  • keep you update with the trends in the market
  • decide how much to invest in the future
  • the first results are always PPC

Once you know the keyword and you better understand your audience, you will be able to start a SEO and SEM campaigns. 

Use a Video to showcase the work behind the making of your products

One more suggestion.

Work with a company like Diginess. We will save you time and money. We have the experience and the mission of promoting companies like yours.

Contact us now.