Goldixa: when gold becomes multi-channel
Come Oro e Argento SRL has built an integrated online sales strategy between physical stores, eCommerce, marketplaces and logistics.
In the goldsmith sector, tradition and trust have always been central elements. But today, to grow and compete outside the local context, the physical shop window is no longer enough: a structured digital presence is needed, capable of uniting shops, eCommerce, marketplaces and logistics in a single coherent ecosystem.
It is precisely from this vision that the path of Oro e Argento SRL was born, a company based in L'Aquila that operates online with the Goldixa brand, combining its network of physical sales points with a solid and integrated multi-channel strategy.
At the helm of the company is Luca Silvestri, founder and owner, who has been able to accompany a traditional activity into the world of digital commerce without losing control over processes, quality and reliability.
From physical stores to online: a connected ecosystem
Oro e Argento SRL today manages three physical sales points, all coordinated through Aurum, a specialized vertical management system for the gold sector.
The choice of dedicated software allows the company to maintain precise control over items, movements, prices and stocks, particularly delicate aspects when working with precious metals and jewels.
The real challenge came when the company decided to bring this wealth of skills online too, avoiding the risk of fragmenting processes between shops, website and marketplaces.
This type of integration between vertical management, eCommerce and marketplaces is a concrete example of how systems must communicate with each other to avoid operational fragmentation.
In-depth analysis: ERP, e-commerce and marketplaces integration in omnichannel contexts
The proprietary website @@PROT0@@
The core of the digital strategy is @@PROT0@@, the proprietary eCommerce site developed on PrestaShop.
The choice of platform is important, but it becomes truly effective only if inserted into an architecture capable of managing complexity, integrations and growth over time.
The platform was chosen for its flexibility, the possibility of customization and the ability to integrate with external systems already present in the company.
The site is:
- multilingual (Italian and English),
- designed for both national and international customers
- structured to support progressive growth over time.
The proprietary website represents for Goldixa not only a sales channel, but also a branding and direct relationship tool with the customer, essential for conveying reliability in a sector where trust is central.
Presence on marketplaces: Amazon and eBay
Alongside the proprietary eCommerce, Goldixa has also chosen to operate in the main online marketplaces. In particular:
- Amazon, operating on multiple European markets (Italy, France, Holland, Sweden and the United Kingdom),
- eBay, as a further visibility and sales channel.
This choice allows the company to intercept an already active and international demand, but also introduces greater operational complexity: orders arriving from different channels, the need to maintain aligned stocks and prices, coordinated management of shipments.
Presence on marketplaces is not just a choice of visibility, but a strategic lever that must be managed in a coordinated way to avoid inefficiencies and misalignments.
In-depth analysis: Not just Amazon: how to attack vertical and international marketplaces
The value of multi-channel (when it is truly integrated)
Goldixa's experience demonstrates a key point: multi-channel only works if supported by effective integration.
Opening multiple channels without central management means increasing the risk of errors, slowdowns and inefficiencies.
When physical stores, eCommerce and marketplaces communicate with each other, multi-channel becomes a real growth accelerator, capable of increasing turnover without complicating daily management.
This approach is part of a broader omnichannel strategy, in which the customer can move freely between physical store, website and marketplaces without perceiving operational fractures.
In-depth analysis: Beyond the website: why an omnichannel strategy is crucial in 2026
Logistics as an integral part of the digital strategy
In a mature multi-channel strategy, the sale doesn't stop at checkout. For Goldixa, logistics is a fundamental element of the customer experience and internal organization.
For this reason, the company has chosen to rely on Logivery for integration with couriers.
Thanks to Logivery, Goldixa can connect the PrestaShop site and marketplaces to shipping services in a centralized way, automating key activities such as:
- the selection of the courier,
- the generation of shipping labels,
- tracking management,
- coordination of shipments coming from different channels.
In a sector like the goldsmith one, where reliability, traceability and punctuality are essential requirements, logistics integration becomes an integral part of the value offered to the end customer.
It's not just about selling online, but about managing the entire order-shipment flow in a controlled and scalable way.
In an omnichannel ecosystem, logistics is not a separate activity but a structural component of the sales process.
In-depth analysis: Logistics integration and shipment automation in multi-channel models
A replicable model for specialized retail
The Goldixa case shows how even a traditional company, rooted in the territory, can successfully face digital transformation.
The key is not simply to "sell online", but to build an ecosystem in which vertical management, eCommerce, marketplaces and logistics work in a coordinated way.
An approach that represents a concrete reference for all specialized retail companies that want to grow digitally without losing control over their processes.