# Davide Rizzoli

Davide Rizzoli works in ecommerce, sharing practical advice on product launches, email marketing, Black Friday planning and profitability for online brands.

- Profile: https://b2binfluencer.marketing/creators/davide-rizzoli/
- LinkedIn: https://www.linkedin.com/in/davide-rizzoli
- LinkedIn followers: 2,269
- Topics: ecommerce
- Based on 11 dated posts, latest 2026-09-24

## Summary

Useful for practical ecommerce advice on product launches, margins, Black Friday planning and email sequences.

- Best for: A DTC ecommerce brand preparing a product launch and Black Friday campaign under margin pressure.
- Not for: A paid creator collaboration aimed at broad audience reach or consumer campaign creative.
- Check first: Confirm what a collaboration would include, since posts give no media kit, rates, or deliverables.

### Takeaways

- Classify a launch as line extension, new line, or upsell/gift before production or media spend.
- Contribution margin has three levels: CM1, CM2, CM3, each a percentage of revenue.
- Black Friday is an extended, layered season; choose markets based on margin and timing.

## Main ideas

- **Decide who a new product serves and where it sits in the catalog before planning the launch**: Davide Rizzoli argues that launches usually go wrong before questions of channels or creative come up. First, decide who the product is for and where it sits alongside everything else the brand sells. They group launches into three common situations: a line extension (the same product with different variables, aimed at the same niche and at returning buyers), a new line (a similar product for a different segment or problem, which they call the hardest of the three), and upsell or gift items (low-priced additions that raise perceived value or average order value). Products in a catalog have to work together: add something too far from the rest and existing customers stop recognising the brand, while new ones cannot work out who it is. Production and promotion costs can then undermine a sales flow that was already working.
- **Work out real contribution margin before agreeing to a discount**: Davide Rizzoli treats margin literacy as the guardrail for any promotion and says most brands outside their own work do not know their real margins. They split contribution margin into three levels: CM1 is revenue minus cost of goods sold, CM2 is CM1 minus logistics and payment fees, and CM3 is CM2 minus marketing. Each level is expressed as a percentage of total revenue and used as a reference metric. They recommend two views: a per-order version based on average order value, used to plan discount periods and choose affordable discounts, and an aggregated monthly or annual version to see whether margin covers fixed operating costs. Do not treat the CM3 percentage as the maximum available discount: operational costs still have to be paid, and a CM3 of zero means running at a loss.
- **Treat Black Friday as an extended, layered season and choose which markets to fight in**: Davide Rizzoli reads the 2024 Black Friday and Cyber Monday results as a planning brief, not a scoreboard. Consumer spending and discount depth keep rising, while Cyber Monday reliably delivers more volume than Black Friday. Run offers through to 1 December instead of stopping on Friday. The suggested response is to choose where to compete based on margin — concentrate on the strongest markets if margins allow, and stay out if the offer is weak — and extend the period by layering offers across channels such as WhatsApp, email and community rather than discounting everything at one level.
- **Use the email list with early access, a dedicated segment and a staged calendar**: Davide Rizzoli explains how to use a customer database during Black Friday without damaging it in a post written jointly with email and automation specialist Marco Cardone. The four fundamentals are early access to offers to get ahead of competitors; a dedicated Black Friday list with exclusive offers to create urgency and belonging; a calendar covering teasing, pre-launch, launch, reminder and last call; and integration with other channels so pixel data generated by email traffic helps ad delivery. Rizzoli's view is that the brand that stays most relevant to its users wins the period.
- **Get product content and fulfilment ready for conversational shopping**: Davide Rizzoli reports Shopify's announced ChatGPT integration and argues it could become a very large sales channel, with shoppers searching and buying through product cards showing images, prices, reviews and calls to action, much like a Google product feed. They draw out several operational implications: buyers arrive with much greater awareness of the problem and solution, so site content must answer specific questions with clear descriptions, explained benefits and addressed pain points; international shipping and order handling need to work at global scale; a new advertising surface will likely open; and easier price comparison could spark a war on offers that brands must manage without destroying margins. The post is forward-looking, gives no launch date and notes Rizzoli's anxiety about how fast this is moving. Treat it as a scenario to prepare for, not a working channel.

## Work to read

- [Three product-launch scenarios — and how a mismatched catalog can shrink your audience](https://www.linkedin.com/posts/davide-rizzoli_come-lanciare-nuovi-prodotti-pu%C3%B2-rovinarti-activity-7503029872223576065-Uqd8)
- [Contribution margin: the three-level calculation behind discount and promotion decisions](https://www.linkedin.com/posts/davide-rizzoli_lunico-modo-per-calcolare-davvero-e-activity-7392153862729613312-mq20)
- [Black Friday and Cyber Monday 2024: the data and three strategic moves for the next season](https://www.linkedin.com/posts/davide-rizzoli_ho-analizzato-limpatto-globale-del-bfcm-activity-7387065289525571584-HSj_)
- [Using the email database during Black Friday without breaking it](https://www.linkedin.com/posts/davide-rizzoli_come-tirar-fuori-il-meglio-dal-database-activity-7383803778061291520-eA54)
- [Shopify and ChatGPT: what conversational product discovery could change for online sellers](https://www.linkedin.com/posts/davide-rizzoli_integrazione-shopify-e-chatgpt-cosa-cambier%C3%A0-activity-7386340572749348864-ZmPK)

## Partnerships

The posts do not set out sponsorship terms, a media kit, pricing or a way to commission work. The only commercial relationship they describe is a collaboration between practitioners, not a paid placement a brand can buy: in a Black Friday email-marketing post, Davide Rizzoli credits Marco Cardone with handling email and CRM automation on nearly all their projects, calls him unusually strong on that side of ecommerce, and says that if they opened an ecommerce business, Marco would run Klaviyo. It is a professional endorsement and a referral within a project team, not a partnership format offered to brands. The posts offer advice on launches, margin, discounting and channel changes, showing how Rizzoli thinks about ecommerce rather than what a brand can purchase. Brands should approach them with specific campaign goals and ask what a paid collaboration would involve, including deliverables, disclosure practices, exclusivity, pricing and timelines.

## Alternatives

- Michele Sciabarrà: Choose Michele Sciabarrà when a launch and profitability challenge is really a technical product or AI leadership problem: deciding who runs product and engineering, how to keep an AI-built product competitive, or how to structure a company where the founder shifts from CEO to hands-on technical oversight. For a DTC campaign at a brand also building software or an AI-driven commerce tool, their material applies when the bottleneck is technical decision-making, not promotion or margin arithmetic.
- Ivan Canovese: Choose Ivan Canovese when margin pressure comes from procurement, energy contracts, or supply chain fragility rather than discount depth and launch positioning. If a DTC brand's Black Friday profitability is threatened by shipping costs, supplier terms, or energy prices, their material on renegotiating contracts, analyzing costs with more rigor, and building less fragile supply chains speaks directly to the problem, as does their relationship-building approach with CFOs and procurement directors.
- Giorgio Gnoli: Choose Giorgio Gnoli when fragmented customer data, rather than launch strategy, is the real bottleneck. If a brand's Black Friday profitability depends on unifying duplicates, connecting vehicle or purchase history, calculating customer lifetime value, or building a customer 360 view before running win-back and WhatsApp automations, their material on CRM consolidation and data reconciliation is a closer match. The same applies if the brand needs an agency pipeline built through cold outreach and AI agents instead of a product launch plan.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/