Cingolani and MultiSafepay: Online payments with an extra gear

What started as a small local business has become a benchmark for cyclists in the region and evolved into a nationally recognized brand thanks to the launch of the Cingolani Bike Shop ecommerce. 
 
In 2021, Cingolani S.r.l. was established, marking an important milestone in the company’s growth. The following year, the company officially joined the Specialized family, the American giant of the cycling industry. 
 
Through their collaboration with MultiSafepay, Cingolani has strengthened their ecommerce operations, cutting down failed transactions, and delivering a smoother checkout experience. Resulting in better customer satisfaction and stronger sales performance. This partnership sets the stage for expansion into new European markets where MultiSafepay can continue to support the brand’s growth.  
 
Aurora, E-commerce Manager at Cingolani Bike Shop, shares how this collaboration has helped the company evolve and deliver an even better online experience to their customers. 

From the Marche to the world: the story of Italian excellence 

Today, the company employs around 35 people, operates in two locations, and reached a turnover of over 15 million euros in 2024 – a path built on technology, passion, and customer focus. At the heart of every business decision is the rider — the true inspiration behind Cingolani’s success. 
 
Even after joining Specialized, Cingolani has remained true to their core value, keeping innovation and customer focus at the center of everything they do. In a similar way, as part of the Antom family within ANT International, MultiSafepay combines the global strength of an international group with the agility and attention of a local partner, helping merchants like Cingolani create smooth and engaging online shopping experiences for their customers. 
 
Cingolani’s community is made up of athletes, cyclists, runners, and triathletes who all share the same goal: sport as a lifestyle. The Cingolani Bike Shop is designed to meet their needs, offering a premium catalog, intuitive navigation, and services tailored for those who seek performance and reliability. 
 
“Everything we do revolves around the rider, the true protagonist of our work. Listening, innovation, speed, passion, and fun are the values that guide us every day,” explains Aurora. 

The challenge: payment experience that matches the brand 

With online sales on the rise and a growing customer base, Cingolani needed a robust, scalable, and easy-to-integrate payment platform that could keep up with their growing webshop. 
 
Davide Crivellaro, Senior Business Manager, made the first contact, introducing the potential of our Magento integration as part of a tailor-made solution for the merchant. 
 
“We chose MultiSafepay for the wide range of payment methods offered and, in particular, for the ability to easily integrate digital wallets — now an essential option for today’s users,” says Aurora. 
 
The intuitive design of our dashboard, which simplifies complex processes like reconciliation, along with the quality of our support team, always available and responsive, were also key factors that led Cingolani to choose MultiSafepay as their trusted payment partner.

MultiSafepay solutions: speed, integration, and control 

Our collaboration enabled Cingolani to implement a comprehensive and flexible payment system designed to boost conversion rates, cater to their target audience, and streamline operational management. 
We made it happen with these key features and solutions: 

Payment Components 

With MultiSafepay’s Payment Component, the checkout is fully integrated into the merchant’s website, eliminating external redirects and providing a smoother shopping experience. 
Avoiding redirects helps maintain user trust, particularly among less tech-savvy customers who might be discouraged by being sent to an unfamiliar payment page and abandon their purchase. 
 
This setup also allows the payment page to retain the brand’s distinctive visual elements, ensuring a consistent and recognizable identity. For merchants like Cingolani, building and maintaining this trust is key to strengthening their brand and fostering lasting relationships with their customers. 
 
Another key advantage of MultiSafepay’s payment components — especially for merchants operating across multiple markets — is the dynamic display of payment methods. At checkout, the most relevant options are automatically shown based on the user’s location or purchase amount. 
The result is a faster, more intuitive payment experience that reduces cart abandonment and boosts conversion rates. 

Direct integration of digital wallets 

Cingolani also implemented direct integrations for Apple Pay and Google Pay, streamlining the customer journey on the website. With these solutions, users can complete their purchase with just one click. 
These payment options help build consumer trust, reduce friction during checkout, and are perfectly suited for a mobile-first audience accustomed to fast, seamless transactions. 

Optimizing card payments 

One of Cingolani’s main goals was to reduce the number of blocked credit card transactions and ensure a smooth, uninterrupted payment experience. 
As an acquirer and processor for major card networks, MultiSafepay worked proactively to improve card payment authorization rates. Our technical team carefully analyzed authorization flows and optimized transaction routing, identifying and resolving the causes of payment blocks. 
 
This optimization made the payment process more efficient and reliable, directly enhancing the checkout experience for customers. 

Thanks to MultiSafepay’s support, we can guarantee continuity and security for our customers, which has had a direct and very positive impact on both our revenue — exceeding 15 million euros in 2024 — and overall customer satisfaction”.