When Giovanni Iovine noticed sales of coffee capsules surging on his brand Caffè Barbaro's Temu online store, he realized he'd tapped into a major shift in Italian coffee culture.
In Italy, where about 6 billion espressos are served annually in local bars, more coffee is now being consumed at home. A Stellar Market Research report found 75% of coffee consumed in Italy now happens at home, with discerning consumers seeking new ways to elevate their brewing.
The trend is accelerating as weather-driven shortages and rising global raw-bean costs push prices higher. According to Istituto Piepoli, 92% of Italians now believe buying directly from manufacturers online helps them save money without compromising quality.
Connecting Directly with Coffee Drinkers
Iovine's initial goal in joining Temu was to modernize the brand's reach while safeguarding the identity that had long made it a household staple in Italy.
Founded in 1956, Caffè Barbaro has built a loyal following around its bold Neapolitan-style espresso. The company operates from Santa Maria la Carità, near the Bay of Sorrento, an area renowned for its agricultural heritage and rich volcanic soil.
In late 2024, the Naples-based roaster opened a store on Temu.
"We've always been strong in southern Italy, but Temu helped us reach people we weren't reaching through supermarkets or traditional shops," said Iovine. "Especially younger shoppers and customers outside our usual sales channels."
Temu's model appealed to Barbaro for a simple reason: It enables consumers to buy directly from the producer. The platform's promotional tools and market insights have helped boost Barbaro's visibility in Italy.
Since launching on Temu, Barbaro has seen strong demand, especially for its coffee capsules, which combine convenience with its trademark flavor. The company developed these capsules in collaboration with the University of Naples Federico II, focusing on maintaining aroma and crema—the golden layer of foam that crowns a traditional Italian espresso and reflects freshness, quality and skilled extraction.
"Our mission has always been to preserve the tradition of Neapolitan espresso while embracing modern solutions that enhance the customer experience," said Iovine.
Reaching Tastemakers Digitally
Barbaro joins a growing wave of local food producers on Temu's marketplace, which also features Spanish olive oil brands like All Delicious and Iberian ham makers like Don Ibérico. These additions reflect Temu's drive to showcase more local sellers and products in Europe.
Looking ahead, Barbaro plans to launch new product lines and strengthen its presence in Italy and beyond. Temu's presence in more than 90 international markets opens new growth opportunities for future expansion.
"Thanks to Temu, we can proudly share our heritage, one espresso at a time," Iovine said.