Geopost: AI and geopolitics are changing the logistics choices of Italian SMEs

According to the latest Geopost Business Barometer, Italian and European SMEs are changing the way they choose suppliers, increasingly using artificial intelligence and preferring nearby businesses, out of fear of geopolitical problems.

AI in supplier research

According to the research, which involved 3.600 SMEs in 21 European countries and six industrial sectors, organisations now use an average of 2,3 sourcing channels, almost one more than in 2024, combining online research, sales visits, telephone contacts and word of mouth. AI is mainly used to identify a shortlist of suppliers, confirming that digital tools are a complementary component of the decision-making process, as demonstrated by 15% of SMEs.

Adoption varies significantly between markets: in Italy it stands at 18%, while in Europe it reaches a peak of 24% in the Baltic countries and 23% in Poland, compared with 12% in France and 9% in Germany. If price (51%) and product quality (44%) naturally remain the main criteria when selecting suppliers, delivery performance also plays a significant role (27%). In Italy, where sourcing remains more relationship-based than elsewhere (sales representatives at 45% compared with 35% for the EU average, word of mouth at 35% compared with 27%), quality carries as much weight as price when choosing a supplier (55% compared with 54%), exceeding the European average in both cases.

AI in the customer experience

AI applications are also extending to the processes of product search and discovery. One example is AI Shopping Assistant by Singular, Geopost's multi-brand platform that uses a conversational interface to help consumers discover brands and products from European SMEs, helping to increase their visibility. This digital showcase is available in eight European countries, including Italy, and currently features more than 150 selected brands from local e-commerce businesses and more than 46.000 high-quality lifestyle products.

Ever shorter supply chains

84% of SMEs source from suppliers in their own country, an increase of 8 percentage points compared with 2024, demonstrating greater attention to shorter supply chains. 72% source from suppliers elsewhere in Europe, an increase of 4 points, compared with 17% that source outside Europe. International sourcing therefore remains important, but is becoming more concentrated at regional level. 20% of SMEs state that they have reduced international deliveries because of the current climate.

Reliability always makes the difference

86% of SMEs state that delivery is essential to the success of their business, while 46% identify it as a key element in ensuring operational continuity. Delivery performance, including tracking and punctuality, is increasingly a tangible indicator of supplier reliability, helping to strengthen trust in the overall relationship with the latter. In Italy, however, this need encounters a significant gap: 54% of SMEs would like to be able to choose their courier, but only 22% can currently do so, a gap that represents a competitive opportunity for logistics operators able to offer greater flexibility. It is no surprise that, when they are able to do so, the result is positive: satisfaction with international deliveries among Italian SMEs reaches 91%, even exceeding the figure for domestic deliveries (88%).

The growing demand for flexibility is also fuelling interest in out-of-home delivery. Today, 32% of SMEs consider it very important. Collection points and lockers offer businesses additional options for adapting to circumstances, giving them greater control over when and where goods are received.

The comment

Stefania Pezzetti, ceo of Brt: “The results of the Business Barometer confirm that SMEs are not simply reacting to change, but are adopting increasingly advanced models to manage complexity and uncertainty. Artificial intelligence broadens the range of choices, while geopolitical tensions are prompting businesses to review their supply chains. In this scenario, logistics takes on a strategic role: reliability, visibility and the ability to adapt become essential factors in supporting business continuity and accompanying the growth of businesses.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.