Segafredo selects T-Data as Merchant of Record for international e-commerce

Segafredo's Repositioning and the "Take Your Shot" Campaign

Segafredo was founded in 1930s Bologna, within one of Italy's most deeply rooted coffee roasting traditions. Decades of history, blends, and espresso cups served worldwide lead to a new chapter today: the brand's international relaunch through the "Take Your Shot" rebranding campaign.

The concept stems from social research that identified a widespread need to stop waiting for the perfect moment and instead seize the day, every day. Segafredo translates this message into something tangible and daily, using the image of a coffee cup as a catalyst for energy, dynamism, and action.

To support this strategy, the brand is allocating 3% of its Italian turnover to advertising investments, with a television and digital campaign scheduled to launch in the fourth quarter, before expanding across Europe and the rest of the world.

Segafredo's Operational Needs and the E-commerce Project Challenge

The launch of the new Segafredo.it—a portal integrated with artificial intelligence systems for a tailored user experience—presents an ambitious challenge: building a global e-commerce ecosystem that reflects the brand's vision, with coffee as a catalyst for relationships, energy, and everyday moments.

To achieve this, they required a partner capable of operating across diverse markets, managing international complexities, and delivering a robust, scalable infrastructure. Segafredo found this ally in T-Data, chosen to support the brand's growth as an all-round strategic partner.

What T-Data Does for Segafredo

T-Data works alongside Segafredo in the key role of Merchant of Record (MoR), assuming direct management and legal responsibility for the financial and administrative aspects of international e-commerce. Integrating these solutions allows the brand's team to focus their resources on communication strategy and digital growth, drastically simplifying operational workflows across the various destination countries.

The centralised activities powered by T-Data's services include the following components:

• Merchant of Record (MoR) and compliance: Local tax requirements, cross-border sales regulations, and invoicing workflows managed precisely across every market.

• Payment systems and transactions: Integration of international payment networks and continuous monitoring of financial flows.

• Customer Care: Dedicated end-user support at every stage of the purchase journey, from pre-sales to post-purchase resolution.

• Expansion support: Technical and administrative architecture ready to rapidly activate new markets.

Emilio Sezzi, CEO of T-Data, describes the collaboration as follows:

"A brand that decides to redefine itself with such clarity deserves a partner that does the same. 'Take Your Shot' is an invitation to dare, and every time we guide a brand across borders, we are doing exactly that: removing obstacles so that vision can reach the world with the same power it was born with."

Growth Objectives and Logistical Optimisation

The goals established within the partnership aim to accelerate the development of the online store, partly through implementing a flexible, high-performing logistical framework. The agreement outlines the development of specific solutions to achieve distinct outcomes:

• Creating an integrated logistics platform capable of sustaining growth volumes across different countries.

• Offering a seamless digital experience, reducing delivery times, and optimising shipping workflows.

• Ensuring a consistent, straightforward service for end consumers throughout the entire purchasing journey, from checkout to delivery.

Why T-Data

Segafredo was looking for a partner capable of sharing the brand's long-term vision and supporting its growth with tangible results, moving beyond simple technical execution. The answer came from T-Data.

Key factors driving the choice include our extensive international experience, backed by a proven track record in managing online stores and multi-market e-commerce. This stability is paired with strong operational flexibility, which is vital for adapting transactional and logistical processes to the specific needs and trends of the coffee market. The final piece of the puzzle is an extended e-commerce model—an integrated services infrastructure deemed ideal for successfully supporting the new "Take Your Shot" journey.

If you would like to evaluate the effectiveness of the Merchant of Record (MoR) model for your e-commerce international growth, T-Data's consultants are available to define a tailored operational strategy. [Fill in the contact form >]