Direct2Basket announces opening of Milan office

Direct2Basket announces the opening of a new office in Milan. With this step
the company invests specifically in markets where online home shopping is fast
developing and where the link between advertising and retail sales is increasingly relevant
becomes. The Milan office will be fully operational from 1 January 2026.
The expansion to Italy is part of Direct2Basket's broader strategy to be present
to be in markets where e-commerce in food and FMCG is still in a growth phase,
but where adoption is accelerating.
Investing in emerging home grocery markets
In various South and Southern European countries, online grocery is located in a different place.
phase then in North-Western Europe. The penetration is lower, but the growth is structural.
Consumers are getting more used to home delivery, while retailers are investing in
logistics, last mile solutions and digital platforms.
It is precisely in these markets that there is a need for:
efficient use of media budgets
direct link between advertising and sales
solutions that bring retailers and brands together
Direct2Basket responds to this by approaching advertising not separately, but as part of
of the retail chain.
Why Milan
Milan acts as an economic and commercial center for Italy and surrounding areas
markets. Many retailers, FMCG brands and technology partners are based or active here.
From Milan, Direct2Basket can operate closer to:
local retail structures
e-commerce developments in food
collaborations with brands and platforms
The presence on site makes it possible to better connect to market-specific ones.
dynamics and retail models.
From advertising to direct retail action

In emerging home grocery markets, the distinction between visibility and
extra relevant sales. Advertising budgets are under pressure and retailers expect
increasingly demonstrable contribution to turnover.
Direct2Basket focuses on shortening the route between advertisement and purchase. By
linking campaigns directly to the shopping basket, advertising becomes part of the
buying process, instead of a separate marketing activity.
Operational from 1 January 2026
The Milan office will be set up and built in 2025. From 1 January
By 2026, Direct2Basket will be operational from Milan and will actively collaborate with retailers
and brands in Italy and other emerging home grocery markets.
With this extension, Direct2Basket underlines its focus on retail, performance and
markets where digital messages are still developing.

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