Nove25 and MultiSafepay: The jewel of Italian ecommerce shines in payments too
In 2023, the brand further enhanced its digital strategy by partnering with MultiSafepay as its trusted payment service provider. The result? A smoother, more user-friendly, and growth-driven shopping experience.
In this article, Federico Lorusso, E-commerce Manager at Nove25, shares how a partnership built on listening and innovation has helped the brand optimize its conversion rate, boost performance, and unlock new growth opportunities.
Nove25: Celebrating two decades of style and success, online and in-store
Founded in Milan in 2005 with a store of just a few square meters, Nove25 has experienced exponential growth over the past twenty years.
Today, the company boasts 17 stores and distribution in more than 150 jewelry retailers across Italy. Complementing its retail network are the outstanding results of its ecommerce site, which now represents the brand’s most important channel in terms of revenue.
Nove25’s digital transformation began in 2016 with the launch of its online store, accelerated by a replatforming to PrestaShop. The success of its ecommerce platform led to the introduction of an online configurator in 2018, allowing customers to design their own jewelry based on options available on the site. Today, 20% of the brand’s sales come from products created through this configurator.
A strong identity and a diverse community
The brand speaks to a young, style-conscious audience - mainly between 18 and 36 years old, with an almost equal split between men and women. But its appeal goes far beyond that, attracting fans of all ages and backgrounds.
What unites them is a shared belief in Nove25's "Never Stop Shining" philosophy: a call to express individuality through jewerly. For many, these pieces aren't just accessories - they're an extension of personal identity.
Another key factor behind the brand’s success is its deep connection to urban and artistic culture, which has long inspired its product designs.
As Federico explains, “We’ve always had a strong relationship with artists, especially from the Milanese rap scene. We've teamed up with six Serie A clubs - including Inter, Milan, and Roma - and with athletes like Andrea Presti, the first Italian to qualify for Mr. Olympia. Our jewelry even appeared at the Sanremo Music Festival, worn by Pierfrancesco Favino during the edition in which he co-hosted.”
Choosing MultiSafepay: stability, support, and innovation
In 2023, Nove25 chose MultiSafepay as its payment provider to strengthen its ecommerce performance on the PrestaShop platform.
“We were looking for a partner who could offer both reliability and deep integration with PrestaShop. With MultiSafepay, we found a team that was not only technically prepared but also truly responsive to our needs,” explains Federico.
A key factor in the success of the partnership has been the direct and personal connection with the MultiSafepay team.
“Being able to speak directly with support—without intermediaries or automated systems—is incredibly valuable. Payments are a critical component of any ecommerce operation, and knowing there’s a team ready to help at any moment gives us real peace of mind.”
MultiSafepay’s expertise with PrestaShop, combined with their proactive and human approach to support, played a key role in our decision to partner with them.
Activated solutions and results
With the support of MultiSafepay, Nove25 has implemented several payment solutions that have significantly enhanced the checkout experience and boosted conversion rates.
Integrating Digital Wallets into the payment mix
Digital wallets such as Apple Pay and Google Pay offer a fast, secure, and frictionless payment experience by eliminating the need to manually enter card details. These options are especially popular among younger consumers—Nove25’s core demographic—and are ideal for mobile shopping.
Today, digital wallets account for 26% of online sales on Nove25’s website, clearly demonstrating their impact on improving the conversion rate.
Activating Second Chance Emails
One of the MultiSafepay features that Federico is most enthusiastic about is Second Chance emails—automated reminders sent to users who abandon their cart before completing their purchase.
MultiSafepay sends two follow-up emails: the first one hour after cart abandonment, and the second after 24 hours. This tool allows merchants to recover potentially lost sales, with some seeing conversion increases of up to 35%. It also offers customers a simple, fast way to resume and complete their purchase.
MultiSafepay provided us with two high-impact solutions. The Second Chance emails were an unexpected but powerful tool—not something you typically get from a payment service provider. And the support for digital wallets has been essential: they’re now a cornerstone of our checkout experience.
A smoother checkout with MultiSafepay’s Payment Component
MultiSafepay’s Payment Component enables a fully integrated checkout process, allowing users to complete their transactions directly on the merchant’s website without being redirected to external pages.
One of its standout features is the dynamic display of payment methods: each customer is shown the most relevant payment options based on factors such as location and purchase amount.
Integrating the Payment Component offers several key benefits:
Enhanced user experience through a faster, more seamless checkout process.
Reduced cart abandonment, particularly for returning customers, by streamlining repeat purchases.
Increased customer trust, as all transactions are completed within a familiar and consistent environment.
Easy activation of new payment methods.
Automatic updates, ensuring access to the latest features and payment technologies with minimal maintenance effort.
A future-ready payment experience aligned with customer expectations.
A strategic partnership for expansion and innovation
As Federico points out, having a reliable partner means not constantly needing to search for alternatives—freeing up valuable time and energy to focus on growth and innovation.
“With MultiSafepay, we’ve found exactly that: complete, reliable solutions and a team that’s always proactive and available. When you add competitive pricing to the mix, it’s clear why we’re so happy and satisfied with this partnership.
Looking ahead, the partnership may continue to grow, including the possible addition of new payment solutions.
“For a brand like ours, which also sells internationally, it’s essential to offer local payment methods through a single contract—without the need to install and manage multiple modules.”
With MultiSafepay, we’ve found it all: robust, comprehensive solutions and a team that’s always ready to meet our needs.
Expansion and Omnichannel strategy: New horizons for Nove25
Nove25 recently expanded its physical retail presence with the opening of a new store at the Palmanova outlet. This move marks another step forward in the brand’s growth and is part of a broader plan to develop a fully integrated omnichannel strategy.
The goal is to offer a seamless, consistent purchase experience across all touchpoints—whether customers choose to shop online or in-store.
“At the moment, we offer in-store pickup for online purchases,” says Federico. “But we want to go further—such as allowing customers to check in-store product availability. More broadly, we want our online and offline systems to communicate more effectively.”
This shift toward omnichannel retail would not only enhance the customer journey, but also improve operational efficiency—starting with smarter, more connected inventory management.
And who knows? One day, MultiSafepay may play a role in supporting Nove25’s evolution in this area too.
Conclusion
The partnership between Nove25 and MultiSafepay is a clear example of how advanced payment solutions can drive real growth and support a brand’s expansion.
By teaming up with us, Nove25 strengthened its online presence, improved conversion rates, and unlocked new opportunities for development—all while continuing to shine in the world of contemporary jewelry.
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Contact our Sales team to discover how MultiSafepay can help take your business to the next level.
