On May 27th, 2026, at Talent Garden Calabiana in Milan, one of the most relevant conversations around digital innovation in Italy took place: the presentation of the research “The State of Marketing Automation in Italian Companies”, led by Floox in collaboration with the University of Florence.
We at Kleecks had the pleasure of participating as both sponsor and active contributor to this discussion, bringing our perspective on how technology is concretely transforming ecommerce performance.
The event offered a realistic snapshot of the current market and how quickly it is evolving.
A market accelerating, but still uneven
The research highlights a market that is moving quickly, but not uniformly.
Some organizations are already integrating advanced technologies deeply into their operations, turning them into a real driver of performance. Others are still at an earlier stage, where systems are fragmented and the impact on business results is limited.
This gap is becoming increasingly visible. Companies that invest in the right infrastructure are accelerating, while others struggle to keep pace in a more complex and competitive environment.
A changing web, new rules of visibility
One of the themes that strongly emerged during the event is the evolution of how visibility works online.
The web is not shaped only by how users navigate it anymore. Indeed, there is an increasing layer of systems that interpret content, organize information, and determine what gets surfaced and what doesn’t. As a result, it is no longer enough to focus only on positioning and brands need to rethink their presence online. What matters most today is how clearly and consistently a website communicates its information.
As highlighted during the conversation, visibility today depends on being structured, coherent, and easy to interpret across different environments.
Structured data as a strategic layer
In this context, structured data becomes a central element of any e-commerce strategy.
Everything that defines a product or a catalog contributes to how a brand is understood and represented online. This includes attributes, descriptions, and metadata, all working together to create a consistent and reliable information layer.
At Kleecks, this is exactly where we focus. We work to enhance and optimize this layer at scale, ensuring that information is always consistent, complete, and aligned with business goals.
The result is an e-commerce infrastructure that is optimized for search engines and ready to operate in a much broader and more interconnected ecosystem.
Automation at scale, with control
Another important point discussed during the event is the relationship between automation and control.
Technology makes it possible to operate at a scale that would be impossible to manage manually. It allows teams to handle complexity, update large volumes of content, and react quickly to changes.
At the same time, maintaining control remains essential. Every optimization needs to reflect the brand’s identity and support clear business objectives.
At Kleecks, automation is designed to enhance this balance. It enables speed and scalability, while keeping decision-making aligned with strategy.
From infrastructure to performance: the Kleecks perspective
All these themes converge into one key point: performance today is the result of how well infrastructure, data, and execution speed work together.
This is where the perspective shared by Diana Avelar, SEO & SEM Performance Strategy Director at Kleecks, becomes particularly relevant.
Looking at the evolution of the market discussed during the event, her contribution brings everything back to what ultimately matters for ecommerce brands: measurable impact.
When ecommerce companies adopt Kleecks, the results emerge quickly and consistently:
• Website performance improves to the point where speed directly supports conversion and overall user experience
• Time-to-market is drastically reduced, allowing teams to implement changes faster and react more quickly to business needs
These elements are deeply connected to the broader shifts discussed during the event. As visibility becomes more complex, as data becomes more central, and as execution speed becomes critical, the ability to act on all these fronts simultaneously becomes a real competitive advantage.
As Diana Avelar summarized during the conversation:
“More visibility, more speed, more revenue.”
From insight to competitive advantage
The Floox event was not just about presenting research. It was about understanding where the market is heading.
For e-commerce companies, the implications are already visible.
• The way visibility is built is evolving
• Data is becoming a core asset
• Execution speed is turning into a competitive advantage
The next phase of competition will be defined by the ability to:
• Build solid infrastructures
• Structure data effectively
• Move quickly in an environment that is constantly evolving
At Kleecks, we see this shift every day. And we are building technology to help ecommerce brands not just keep up, but lead.