The journey of Registro .it through Italian innovation and technology fairs began in Puglia (BTM, Bari), continued in Emilia-Romagna (WMF, Bologna), and concluded in Lombardy at SMAU 2025 in Milan. The two-day event (5–6 November) focused on SMEs and the digital Made in Italy, featuring a booth designed to promote Italy’s online identity and a session entitled “The .it domain as a digital passport to Asia”.
The session opened with a brief introduction by Maurizio Martinelli, Head of the Systems and Technological Development Unit at Registro .it, who presented the role and responsibilities of the national .it domain registry, supported by updated data. Following this, Emanuele Vitali, co-founder of East Media and expert in digitalisation and Far East markets, explored key topics: the value of internationalisation and how to take “Made in Italy” beyond national borders - particularly into Asian markets - through credible, consistent digital communication grounded in a strong online identity.
Vitali illustrated trends, best practices, and strategies for expanding in Asia. At the core of his presentation was the value of the .it domain as a global branding asset, recognizable and reliable, and the role that a multilingual website and targeted digital tools can play as strategic levers for internationalization. The speaker emphasized the importance of starting with the fundamentals: a coherent and well‑structured website, capable of welcoming potential clients and representing the company’s “digital home”, independent of social media or marketplace algorithms. On these foundations, the pillars of an effective strategy are built: digital presence, visibility through SEO and social media, and finally the relationship with clients and partners, which must evolve into a virtuous cycle capable of generating trust and new opportunities. It was further stressed that content localization, attention to naming, and adaptation to payment systems and local consumer habits are decisive steps in approaching complex markets such as those in Asia.
Special attention was given to social commerce, already dominant in China, where it accounts for over 30% of online revenue and involves more than 70% of active Internet users. This model, which combines entertainment and sales through influencers and live streaming, accelerates trust-building and demonstrates how Asian markets often set trends that will eventually reach Europe (likely within the next decade).
Finally, Vitali highlighted common pitfalls to avoid, such as poor planning, digital complacency, and lack of customer care, stressing that internationalisation requires long-term vision and targeted investment.
Throughout his presentation, Vitali offered numerous insights, emphasising that alongside practical strategies for global markets, the .it domain remains a core symbol of digital identity for Italian businesses, a solid foundation from which to build a recognisable and enduring international presence.