Summary of the “E-commerce Inspiration” Event

The “E-commerce Inspiration” event, promoted by EDI Confcommercio Milano and hosted at Webidoo’s headquarters in Milan, served as a key opportunity to explore digital transformation and online commerce.
The event, which was also streamed live, brought together a wide range of entrepreneurs and industry experts, and concluded with a final talk show featuring all the guests.

The event was hosted and directed by Renato Geremicca, who introduced the core themes of the day — emphasizing that digital is not just about technology, but a mindset that businesses must adopt to stay competitive in today’s market.
Geremicca pointed out that we’ve become “hybrid” almost without realizing it, and that this new reality presents unexpected opportunities for entrepreneurs and companies alike.

The event concluded with a talk show in which all the guests shared their final thoughts and key words that best capture the future of e-commerce.
Terms like inspiration, inclusion, sharing, and energy stood out, highlighting how digital is no longer just an option, but a necessity for those who want to innovate and grow in today’s market.

The event made it clear that digital transformation is not only about technology — it’s above all about mindset and strategy.
E-commerce today is far more than just an online storefront: it’s an ecosystem that connects brands, people, and ideas in constantly evolving and creative ways.

Title: eCommerce Inspiration / edi confcommercio Milano
Event Date: Edizioni 2022
Client: edi confcommercio Milano
Timeline: 1 day
Category: evento on_life – audience both in presence and in streaming

Paolo Picazio – Shopify
Representing Shopify, Paolo Picazio spoke about how the platform has revolutionized e-commerce by enabling anyone — even without technical skills — to launch and manage an online store. He emphasized how, compared to 5–10 years ago, starting a digital business is now easier and more affordable thanks to intuitive tools that lower entry barriers.

Marta Ceresa – Orangorilla
Founder of Orangorilla, Marta Ceresa introduced an innovative project that blends the physical and digital worlds. Orangorilla is a constantly evolving experiential space where people can enjoy a welcoming, home-like atmosphere without the pressure to buy. Her talk highlighted how digital tools can complement physical experiences, creating new ways to connect with customers.

Jacopo Sebastio – Velasca
Co-founder and CEO of Velasca, Jacopo Sebastio shared the journey of this Made in Italy footwear brand, which embraced a Direct-to-Consumer (DTC) model from day one. Starting online-only, they later opened physical stores to balance digital presence with traditional retail. During the pandemic, Velasca shifted all its revenue online without major losses — thanks to a strong direct relationship with customers.

Sorelle Fontana – Silenzio
The representatives of Silenzio, an artisanal tailoring brand, spoke about the challenge of digitizing a traditional sector. With support from Confcommercio, they successfully transformed their business model from physical-only to online sales. Their experience proves that even tradition-rooted brands can embrace digital without losing their identity.

Martina Capriotti – Mirta
Co-founder of Mirta, Martina Capriotti explained how her digital marketplace brings the best of Italian craftsmanship to global markets. Mirta uses a pre-order model, allowing small artisan businesses to reach international customers without holding inventory. This strategy helped many companies stay afloat during the pandemic by providing a platform for sustainable growth.

Stefano – Ammu
Stefano, founder of Ammu, shared how his company — specializing in artisanal Sicilian cannoli — discovered new growth opportunities through digital. During the pandemic, Ammu launched a home-delivery cannoli kit, allowing people to gift and share sweetness remotely. His talk showed how digital can be more than just a sales channel — it can create real emotional connections with customers.

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