To mark the presentation of “The Challenge of Trust in Digital Commerce”, a study conducted by Nomisma for Visa, we organised a press conference focused on the transformation of commerce in Italy. The event explored changing consumer habits and the role of digital payments and artificial intelligence in reshaping the shopping experience.
Through event organisation and targeted communications, we supported Visa in bringing these topics to the attention of some of Italy’s leading news outlets and press agencies. The aim was to highlight the research findings and encourage discussion of the opportunities and challenges that digitalisation presents for businesses and consumers.
The study captures a shift already underway: in 2025, 26% of respondents made most of their purchases online, while 29% divided their purchases equally between physical and digital channels. According to Nomisma’s model, digital commerce’s share of consumer spending could rise from 33% to 43% by 2030. This outlook makes the digital transformation of Italian businesses increasingly strategic.
Against this backdrop, artificial intelligence is playing a growing role in purchasing decisions. From information searches and comparisons of products and services to personalised recommendations, AI tools are changing how consumers navigate the options available to them. Of those surveyed, 56% say they will use artificial intelligence more frequently for shopping by 2030.
Trust remains central to this evolution. The research highlights security, fraud protection and payment reliability as essential conditions for sustaining the growth of digital commerce. Innovation must therefore go hand in hand with effective safeguards that consumers can readily identify, helping them feel more confident when using new services.
The press conference gave journalists an opportunity to explore these developments in depth, connecting the study’s findings with the outlook for the Italian market. Our communications activities contributed to the publication of articles and reports on the future of commerce and digital payments. Coverage included an in-depth article in la Repubblica and an askanews report, also carried by Il Tempo and Quotidiano Nazionale.
The project demonstrates the value of communications that translate complex data and scenarios into relevant content for the media and the public. By supporting Visa, we helped raise the profile of a discussion encompassing business competitiveness, changing consumption patterns and the quality of the shopping experience—issues set to have an increasing impact on everyday life and Italy’s future.
