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Top tips for doing business in Italy – Learn about business etiquette in Italy

Published on April 24th, 2023

Imagine combining the allure of Italian culture and history with the thrill of international business. Usually, when we think about Italy first things that come to our minds are culture, history, food… However, Italy also offers great and unique opportunities for doing business. There are many sectors to consider for business including not only fashion and design, food or wine, but engineering, electronics, pharmaceuticals, and robotics.  

While these sectors offer immense potential, doing business in Italy does come with its unique set of challenges. Navigating red tape and bureaucracy are just some of them. Language barriers can also be an issue if you don’t speak Italian.  

But, it can be a very rewarding experience if you are ready to take on these challenges. With its strong economy and vibrant culture, Italy is an attractive destination for businesses. Also,  Italians are known for their passionate nature in everything they do, including business.   

However, there are some cultural nuances you must be aware of when you start your business here.  Italian culture is based on hierarchy, so you must respect your superiors. At the same time, they highly value tradition and family, so personal relationships are very important to them. Also, they are very punctual, so keep that in mind and make sure to arrive on time at meetings.   

But once you embrace a new way of life, this experience will be more than just stepping into a new market. It will enrich your business and personal life in ways you’ve never imagined. 

Top 8 tips for doing business in Italy   

To help you use the potential of your business trip to Italy, we’ve put together this list of the top 7 tips to be successful in the Italian market.

1. Build Personal relationships   

Cultivating strong connections is essential in the Italian business world. Italians value familiarity and trust in their professional interactions. Therefore, invest time in getting to know your potential partners outside of formal business meetings. This could involve sharing meals together or participating in local traditions. The stronger the bond, the higher your chances of creating long-lasting partnerships and expanding your business opportunities. 

2. Master the Art of Negotiation 

Italy, while geographically in Europe, often feels like its own unique world, especially when it comes to business negotiations. Italians are renowned for their negotiation skills—whether it’s haggling over a market souvenir or finalizing an intricate business deal, they love the bargaining process. They’re known to be tough negotiators who respect those who can hold their ground. So, when planning your business strategy in Italy, ensure negotiation skills are part of your toolkit. This could involve researching negotiation tactics, understanding the value of what you’re offering, and being patient yet firm during the bargaining process. Remember, a successful negotiation in Italy often leads to a more fruitful and respected business relationship. 

3.  Embrace Creativity and Innovation 

Once you take a leap to do business in Italy, you will have to step out of your comfort zone and embrace a culture that cherishes creativity and innovation. Italians have a long-standing history of valuing unique ideas and bold ventures. This goes from the world-renowned designs of Italian fashion houses to their innovative approaches to technology and manufacturing. As such, don’t be afraid to take risks and think outside the box. Consider ways to be different from the competition. Whether it’s a unique marketing strategy or a revolutionary product design, bold and creative ideas are likely to be appreciated and rewarded in the vibrant and dynamic Italian business environment. 

4. Cultivate Patience 

Having patience is a virtue but it could be a necessity when doing business in Italy. Unlike the fast-paced business cultures of many other countries, particularly the United States, Italians prefer to take their time. They value careful consideration, whether finalizing a deal or making a decision. They aren’t in a hurry to get things done and don’t like being rushed. This cultural difference can sometimes lead to frustration for those accustomed to quicker timelines. However, understanding and respecting this aspect of Italian business culture can significantly improve your working relationships. Patience demonstrates respect for the process and can lead to more thorough and thoughtful business outcomes. Remember, good things often take time. 

5. Punctuality in Italian Business Culture

In Italian business culture, punctuality is appreciated despite some Italians having a relaxed attitude towards time. It’s best to arrive on time or even early for a business meeting, demonstrating respect for your Italian counterparts. Even if you suspect others may be late, or that punctuality is not a priority,  it’s a good idea to be punctual. However, if you find yourself waiting, patience is key. Remember, when it comes to an Italian business meeting, being on time is highly valued.

6. Learn some Italian   

Learning basic Italian phrases, such as “Grazie” (thank you), “Per favore” (please), and “Ciao” (hello/goodbye), can significantly improve your communication with Italian counterparts. This effort not only facilitates smoother conversations but also demonstrates respect for their language and culture. For example, using “Buongiorno” (good day) in morning meetings or “Salute” (cheers) at business dinners can leave a positive impression. Resources like language apps offer quick, convenient lessons to help you get started. 

7. Do your research 

Before embarking on a business trip to Italy, invest time in comprehensive research of different aspects of Italian society. Familiarize yourself with Italy’s major industries, current political landscape, and cultural norms. For example, understanding that Italy has a diverse and developed economy with strengths in the fashion, automotive, and food industries can shape your business strategy. Recognizing the importance of relationship-building in Italian business culture could influence your approach to meetings and negotiations. Use resources like Italy’s Country Commercial Guide by the U.S. Department of Commerce or reports from the World Bank for accurate and detailed information. 

8. Be open-minded 

Approach your business trip to Italy with an open mind, ready to adapt to the country’s customs and ways of doing business. For instance, Italians often place great value on personal relationships and may prefer face-to-face meetings over emails or phone calls. They are also known for being passionate about their work and country. Demonstrate your respect for their culture and traditions by taking time to learn about them, using formal titles and not using their first name until invited to do otherwise, and showing appreciation for their cuisine and heritage.

Understanding Business Etiquette in Italy

Understanding the culture and etiquette is crucial in building successful relationships. Italian business etiquette is deeply rooted in their cultural norms, traditions, and respect for status and hierarchy.

An important aspect of business etiquette in Italy is the order of introductions. Typically, older people and women are introduced first. This practice reflects the respect Italians have for age and gender. In a meeting or social setting, you may find yourself being introduced to older people before others. This isn’t a random occurrence but a deliberate act of respect for elders and individuals with higher status.

Another key element of Italian business etiquette is the handshake. A firm handshake using your right hand, given from a standing position, is a common greeting in business settings. It’s not only a sign of respect but also a display of professionalism and cordiality. While attending business meetings in Italy, it’s important to remember that exchanging business cards is common practice, often signaling the start of a professional relationship

Understanding these nuances can help you navigate your business interactions more effectively. By adhering to these practices and communication styles such as introducing older people and women first and using the right hand for handshakes, you demonstrate your respect for Italian traditions and values. This can go a long way in establishing trust and rapport with your Italian counterparts.

Dressing for Success The Importance of Fashion in Italian Business Culture

When it comes to conducting business in Italy, dressing well plays an important role. Italians appreciate good fashion and presenting yourself in a stylish yet conservative manner can help make a positive impression in a business setting.

Italy is one of the world’s leaders in fashion design and production. Formal attire is generally expected in the workplace –  a well-tailored suit or a smart dress will certainly be appreciated.

Wearing Italian brands at business meetings can be a good idea. It will not only show your appreciation for local craftsmanship but also demonstrate your understanding of Italian culture. A conservative style is always accepted in Italian business environments and it will help you maintain a professional image. Accessories also play a part in the Italian business dress code. Simple jewellery and makeup are valued over ostentatious pieces. The aim is to enhance your overall look without drawing unnecessary attention. Remember, the key is sophistication, not extravagance. 

In conclusion, understanding Italian business culture is crucial to successfully navigating the Italian marketplace. Cross-cultural skills are essential in grasping the business mentality that underpins negotiations, meetings, and partnerships. Punctuality and dressing well are important in Italian business culture, reflecting respect and professionalism in the workplace. Meetings are often formal, demanding a high level of preparation and engagement.

Italy is among the world’s leaders in many sectors and understanding the local business etiquette can significantly improve your working relationship with your Italian partner. Italian culture is a popular theme worldwide, but truly understanding it involves going beyond stereotypes and appreciating the nuances that make it unique.

By making an effort to understand Italian business culture and etiquette, you not only show respect for your Italian partners but also demonstrate your commitment to a fruitful and long-lasting business relationship.


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