Selling extra virgin olive oil online is no longer a niche market. Instead, it is a growth opportunity for those wanting to start or develop a business in the agrifood sector. The evolution of ecommerce combined with a strong international demand for quality products has opened up new opportunities for large companies and small and medium-sized Italian producers.

In this article, we discuss selling olive oil online from the perspective of Italian businesses that want to build solid and sustainable online sales channels. We explore the role of extra virgin olive oil in Italy’s online agricultural economy. Then, we explain the legal requirements for selling online, basic business setup, and differences between selling on a proprietary platform and third-party marketplace.

We also cover the main advantages of selling Italian extra virgin olive oil online, certifications such as Protected Geographical Indication (PGI), Protected Designation of Origin (PDO), and other quality guarantees, and local payment methods for converting customers, especially in international markets.

What’s in this article?

• Extra virgin olive oil and Italy’s online agricultural economy
  
• Italian legal requirements for selling olive oil online
  
• What to consider before selling olive oil online in Italy
  
• Comparison of proprietary and third-party platforms for olive oil sales
  
• Advantages of selling Italian extra virgin olive oil online
  
• Importance of PGI, PDO, and other guarantees for online sales in Italy and abroad
  
• Selling and exporting olive oil: A focus on foreign markets
  
• Importance of local payment methods in sales abroad
  
• How Stripe Payments can help
  

Extra virgin olive oil and Italy’s online agricultural economy

Extra virgin olive oil is one of the most emblematic products of Italian agriculture and a pillar of the national agricultural economy. It is historically linked to direct sales, local oil mills, and traditional distribution. Today, ecommerce has become an increasingly important channel for growth and reaching new markets.

Selling oil online allows producers to promote the final product and the context in which it is produced. This includes territory of origin, varieties of olives, harvesting techniques, and extraction methods. In economic terms, the digitization of sales also allows small and medium-sized farms to overcome geographical limitations and sell directly to individuals, reducing the reliance on intermediaries.

In this scenario, the online agricultural economy helps strengthen the economic sustainability of Italian products and helps make extra virgin olive oil competitive, even in online channels.

Italian legal requirements for selling olive oil online

To sell extra virgin olive oil online—as with the sale of other food products online—you must comply with a series of regulatory requirements that apply to both traditional sales and online channels. Before setting up an ecommerce business to sell extra virgin olive oil, it is important to ensure that you comply with administrative, corporate, tax, and commercial regulations. Online sales are considered a business for all intents and purposes.

Business startup

The key steps before starting to sell extra virgin olive oil online include the following:

• Register for value-added tax (VAT): This is necessary to operate as a legally established economic entity, such as a sole proprietorship, agricultural company, or corporation.
  
• Submit the Certified Notice of Business Start (SCIA): To set up an ecommerce business, you must submit the SCIA to the relevant municipality via the One-Stop Business Advisory Center (SUAP).
  
• Select the Classification of Economic Activity (ATECO) code: It must be consistent with the business activity, such as the online sale of olive oil or its production.
  
• Register with the Business Register: Registering with the Business Register in Italy is a necessary step, if required by the adopted legal form.
  

In certain cases, your business could be considered an occasional activity. For example, this is the case if you sell sporadically or informally. In these situations, registering for VAT might not be immediately necessary. However, it is something to consider with your accountant because online sales tend to be considered a regular business, if carried out continuously, formally, and for profit.

Here’s how to choose the correct ATECO code:

• To sell olive oil online directly to individuals via an ecommerce site or marketplace, the correct ATECO code is 47.91.10: “Retail trade of all types of products via the Internet.”
  
• If you also produce oil in addition to selling online, you must add the ATECO production code, 10.41.10: Olive oil production. In this case, production and online sales are considered separate activities, each with its own classification.
  

Tax obligations

In terms of tax compliance for ecommerce, you must do the following:

• Properly manage the VAT applicable to online sales—in Italy and abroad
  
• Issue invoices or commercial documents in accordance with current legislation
  
• Incorporate rules for distance selling, especially when selling olive oil online abroad
  

Labeling and consumer information

With regard to labeling and consumer information, extra virgin olive oil must include the following:

• Proper sales designation (Article 3 of Commission Regulation (EC) No. 1019/2002)
  
• Indication of the origin of the olives (Article 4 of the Commission Implementing Regulation (EU) No. 29/2012 )
  
• Production batch
  
• Minimum storage period (Article 9 of Regulation (EU) No. 1169/2011)
  

Furthermore, if you sell extra virgin olive oil online, you must also comply with European regulations on the packaging and marketing of the product. Specifically, the Commission Delegated Regulation (EU) 2022/2104 outlines the packaging requirements for olive oil. It stipulates that olive oil intended for individuals must be supplied in containers with a maximum capacity of five liters, be equipped with a closure system that loses its integrity after first use, and bear a label that complies with the provisions of the regulation.

For olive oil intended for consumption in restaurants, hospitals, canteens, or other similar establishments, member states can set a maximum packaging capacity of more than five liters, depending on the type of establishment. These rules also apply to the online sale of olive oil and must be considered as early as the ecommerce planning stage.

Regulatory compliance for ecommerce sites

From an ecommerce regulatory standpoint, the website that sells olive oil must include the following:

• Privacy policy and cookie policy that comply with the General Data Protection Regulation (GDPR)
  
• Terms and conditions of sale
  
• Clear information on the right of withdrawal and customer service procedures
  

Regulatory and tax compliance for sales abroad

Lastly, if you intend to sell olive oil online abroad or export olive oil, you must consider the following:

• VAT rules for intracommunity sales
  
• Customs formalities for non-EU countries
  
• Local regulations on product labeling and importation
  

By considering these details from the outset, you can comply with regulations and start selling olive oil online. This can help reduce operational risks and create a solid foundation for growth, even in international markets.

What to consider before selling olive oil online in Italy

Before deciding where to sell olive oil online, it is important to set up the operational structure of your business. The online sale of extra virgin olive oil requires a solid organizational foundation to efficiently manage products, orders, and customer relations. Here are the key elements to define during the start-up phase:

• Product catalog

  • Formats and sales volumes (e.g., single bottles, packages, boxes)
    
  • Clear and consistent information on the product, including its origin and characteristics
    
  • Uniform presentation of product sheets for the online channel
    

• Logistics and shipping

  • Use of packaging suitable for transporting oil
    
  • Protection of the product from impact, light, and temperature variations
    
  • Selection of reliable carriers, including for international shipments
    

• Operational management

  • Clear processes for orders, payments, and purchase confirmations
    
  • Outlines of return and refund policies
    
  • Customer support organization
    

• Business growth

  • Ability to manage a gradual increase in sales volumes
    
  • Preparation for online olive oil sales abroad
    
  • Integration of management and administrative tools
    

How can I sell my olive oil?

You can sell your olive oil online through various channels, choosing the one that best suits your business and goals:

• Direct sales: Sell from farms, oil mills, local markets, fairs, and events.
  
• Online sales: Sell through proprietary ecommerce websites or third-party platforms to reach customers throughout Italy and abroad.
  
• B2B channels: Supply olive oil to restaurants, specialty stores, delicatessens, or distributors.
  
• Exports: Sell to foreign customers, using ecommerce as a channel for penetrating international markets.
  

In any case, it is important to comply with legal requirements, handle labeling and packaging, and choose channels that are consistent with the positioning of your olive oil. After that, you can make an informed decision about which sales channel to adopt, specifically by analyzing the pros and cons of selling on a proprietary platform (i.e., your website) versus third-party platforms.

Comparison of proprietary and third-party platforms for olive oil sales

When you decide to sell oil online, one of the most important choices concerns the sales channel. In particular, you need to assess whether to focus on a proprietary platform (i.e., company ecommerce website) or third-party platforms (i.e., existing marketplaces and platforms).

The two options serve different purposes and have advantages and limitations that affect control, costs, and growth potential. Below, we examine both options in detail:

Which option to choose

A proprietary platform is suitable if you want to build a recognizable brand and structure the online sale of extra virgin olive oil over time. Third-party platforms can be useful for getting started quickly, testing the market, or complementing other sales channels.

A number of enterprises adopt a combined approach—using marketplaces to increase visibility and proprietary websites to build customer loyalty and improve profitability. This can be especially effective if the objective is to sell oil online abroad or develop a digital export strategy.

Advantages of selling Italian extra virgin olive oil online

Selling extra virgin olive oil online offers many advantages for Italian businesses. This is especially true when product quality and origin are key distinguishing factors. The online channel makes it possible to overcome many limitations of traditional distribution and build a direct relationship with the market. The main advantages of selling online include the following:

• Direct access to individuals: Online sales eliminate or reduce the role of intermediaries, allowing you to communicate directly with customers and explain the value of your extra virgin olive oil.
  
• Greater emphasis on product quality: Through detailed product descriptions, images, and informative content, you can describe the origin, organic characteristics, and production method, avoiding competition based solely on price.
  
• Better margin control: Selling olive oil online gives you more flexibility in managing prices and promotions. This can have a positive impact on profitability compared to traditional channels.
  
• Potential to sell olive oil online abroad: Ecommerce makes it easier to reach international customers interested in Italian extra virgin olive oil. This can lead to digital export strategies without a physical presence in foreign markets.
  
• Flexibility in commercial offerings: The online channel allows you to offer special formats, gift packs, tasting boxes, or seasonal sales, adapting your offerings to different market needs.
  
• Growth potential of the sales model: Once the structure is in place, online sales can grow progressively in terms of volumes and markets served, without requiring a proportional expansion of fixed costs.
  

Importance of PGI, PDO, and other guarantees for online sales in Italy and abroad

When selling extra virgin olive oil online—especially to customers who cannot see or taste the product before purchasing—certifications of origin and quality play a decisive role. These certifications help convey trust, authenticity, and transparency, which are fundamental elements both in the Italian market and in online sales abroad.

The main guarantees for extra virgin olive oil in Italy include the following:

• Protected Designation of Origin (PDO)
  This indicates that all stages of the production chain (i.e., olive production, processing, and bottling) take place in a specific, defined geographical area. The PDO certifies a strong link between oil and territory and is regulated by strict rules that define olive varieties, production methods, and quality characteristics.
  
• Protected Geographical Indication (PGI)
  This certifies that at least one stage of the production process takes place in a specific geographical area. Compared to the PDO, it is a more flexible designation but is still recognized and appreciated. This is especially true in international markets, where the PGI represents a clear guarantee of Italian origin.
  

In addition to the PDO and PGI, there are other relevant guarantees for the online sale of extra virgin olive oil:

• Organic (EU organic agriculture logo): This indicates that the olive oil was obtained from olives grown according to organic agriculture criteria—without the use of pesticides and synthetic chemical fertilizers—in compliance with a certified control system.
  
• Indication of the origin of the olives: Even in the absence of a PDO or PGI certification, the wording “oil obtained from olives harvested in Italy” or “100% Italian” is important information for customers, especially online.
  
• Traceability and production batch: These are mandatory elements that reinforce the perception of reliability and control of the supply chain, if clearly communicated on the product sheet.
  

In online sales, these guarantees are regulatory requirements and also positioning tools. By clearly stating them, you can differentiate your product, justify the price, and make it easier to sell Italian extra virgin olive oil on the domestic market and abroad. European certifications are often synonymous with quality and authenticity.

What is the difference between PDO and PGI olive oil?

In general, the difference between PDO and PGI olive oil involves how connected the olive oil is to the local area and which parts of the supply chain are controlled:

• PDO oil: All stages (i.e., olive production, processing, and bottling) take place in a specific geographical area according to strict regulations. The connection with the territory is absolute.
  
• PGI oil: At least one stage of production takes place in the indicated area. The territorial tie is recognized but more flexible than the PDO.
  

Selling and exporting oil: A focus on foreign markets

Online sales are an increasingly important tool for supporting the export of Italian extra virgin olive oil. The latest data confirms the strength and growth of international demand. In 2024, Italy exported over 344,000 tons of olive oil, a 6.8% increase compared with the previous year. This positive trend highlights how much foreign markets continue to appreciate Italian olive oil and how exports represent an important tool, even for small and medium-sized producers who choose online channels to reach international customers.

In this context, selling olive oil online allows you to tap into existing demand, reducing barriers to entry into foreign markets and complementing traditional channels with a more flexible export model that can handle growing demand.

Main foreign markets

Italy exports extra virgin olive oil to more than 160 countries, but a significant portion of the total value is concentrated in a few key markets:

• US: This primary destination market accounts for 29% of the total value of Italian oil exports. However, the current situation regarding US tariffs on European goods could negatively affect the current trend.
  
• Germany: This secondary destination market accounts for around 13% of Italian olive oil exports.
  
• France: This country accepts approximately 6% of olive oil exports.
  
• Japan: The Japanese market accounts for 4% of olive oil exports.
  
• Canada: This country accepts 4% of olive oil exports from Italy, with growing demand for high-quality extra virgin olive oil.
  

These markets show how Italian extra virgin olive oil enjoys a consolidated position on a global scale. For Italian businesses, exporting oil to Germany, France, Japan, or other countries means developing a targeted export strategy and adapting supply, communication, and logistics to the characteristics of the destination countries. This must happen without sacrificing the value of the product’s origin and quality.

Importance of local payment methods in sales abroad

When selling extra virgin olive oil online—especially across national borders—offering the payment methods preferred by local customers is a key factor for conversion. Payment habits vary significantly from one country to another. What is common in Italy might not be common in the US, Germany, or Canada.

An unfamiliar or overly complex payment experience can lead to cart abandonment, even for high-quality products. However, accepting local payment methods, handling different currencies, and ensuring secure and smooth transactions can reduce friction. This can help increase customer trust and support the growth of online sales of Italian extra virgin olive oil, both in Italy and in international markets.

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