Trade Lab
TradeLab S.p.A. is a Milan-based, publicly listed (Euronext Growth Milan: TRAI.MI) data analytics and consulting firm serving Italian enterprises and public administrations across four verticals — Pharma & Healthcare, Retail & Real Estate, Away From Home, and Public Administration & Territorial Marketing — through proprietary geomarketing, consumer tracking, and predictive forecasting platforms.
- Company typePublic
- Founded1999
- HeadquartersMilano, Italy
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Trade Lab does
TradeLab S.p.A. is an Italian data analytics and consulting firm founded in 1999 as a university spin-off from the CESCOM research centre of Bocconi University in Milan, listed on Euronext Growth Milan under ticker TRAI.MI since 2025. The company operates across four industry verticals — Pharma & Healthcare, Retail & Real Estate, Away From Home (AFH), and Public Administration & Territorial Marketing — serving both enterprise clients (pharmaceutical manufacturers, distributors, retailers, food service operators) and Italian municipalities and regional governments. TradeLab combines custom strategic consulting with a portfolio of proprietary digital platforms: OnTheMap (geomarketing across ~375,000 georeferenced AFH consumption points), QueryLab (on-demand pharmacist surveys), AFH Consumer Tracking (100,000 annual consumer web interviews), AFH Future Tracking (AI/ML-based predictive forecasting), AFH Business Discovery (business intelligence at provincial granularity), Control Room (pharma operational dashboard), Merchandising Performance Audit (MPA®), and In-Store Marketing Compliance certification. Technology is built internally on Google Cloud and Google Maps infrastructure.
The company generates revenue through three streams: project-based consulting services (the largest contributor at ~€5.9M in 2024, +78% vs. 2018), recurring platform and SaaS subscriptions, and continuous market intelligence offerings. Pricing is custom and engagement-based with no public tiers disclosed. Go-to-market is direct enterprise and mid-market field sales, supplemented by inside sales via segmented website contact forms, webinars, and industry events; all client relationships are managed directly with no reseller channel. TradeLab employs 11-50 staff and recorded €5.9M revenue in 2024. In December 2025, TradeLab announced the acquisition of Obiettivo Europa and Marker Web accompanied by a capital increase, signalling a shift toward inorganic growth immediately following its IPO. The company's largest shareholder is Mare Group S.p.A. (22.39%), with founders and management retaining collectively significant stakes and approximately 18.90% held by the market.
Trade Lab firmographics
Firmographics- Name
- Trade Lab
- Legal name
- Tradelab S.p.A.
- Website
- https://tradelab.it/
- Company type
- Public
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TradeLab S.p.A. is a Milan-based, publicly listed (Euronext Growth Milan: TRAI.MI) data analytics and consulting firm serving Italian enterprises and public administrations across four verticals — Pharma & Healthcare, Retail & Real Estate, Away From Home, and Public Administration & Territorial Marketing — through proprietary geomarketing, consumer tracking, and predictive forecasting platforms.
- Ownership category
- akta.pro rank
Where Trade Lab is headquartered
LocationHeadquarters
- HQ city
- Milano
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Trade Lab business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Consulting Services: Customized consulting engagements in market analysis, strategy, and operational support across four industry verticals. Projects are tailored to client needs, typically involving strategic advisory, field analysis, and actionable recommendations. Revenue has grown from €2.2M in 2008 to €5.9M in 2024, with €5.9M representing 78% growth vs. 2018.
- Proprietary Platforms & Software Subscriptions: Subscription and usage-based access to proprietary platforms including OnTheMap (geomarketing), AFH Consumer Tracking, AFH Future Tracking, AFH Business Discovery, QueryLab, and compliance tools. Delivered via SaaS/cloud model with recurring revenue characteristics.
- Market Intelligence / Knowledge Hub: Continuous market monitoring and intelligence solutions providing ongoing market readings for client reference. Revenue model combines subscription components with project-based deliverables.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Trade Lab product offering
Product offeringCore offering
TradeLab is an Italian market research, consulting, and proprietary-software firm that helps companies and public administrations make data-driven decisions across pharma, retail, away-from-home (AFH), and territorial marketing. It delivers customised consulting engagements together with recurring access to proprietary platforms — including OnTheMap (geomarketing), AFH Consumer/Future Tracking, QueryLab, MPA® and In-Store Marketing Compliance — combining location intelligence, AI-driven forecasting, and consumer behaviour analytics.
Product overview
TradeLab operates a platform-plus-modules architecture built around four industry verticals (Away From Home, Retail & Real Estate, Pharma & Healthcare, and PA & Marketing Territoriale) and four solution pillars (Geomarketing, Consulting, Market Intelligence, and Platforms & Technologies). The core proprietary technology stack includes OnTheMap (geomarketing platform across all industries), QueryLab (on-demand survey platform), AFH Consumer Tracking (consumer behavior monitoring), AFH Future Tracking (AI-powered predictive forecasting), and AFH Business Discovery (business intelligence). For Pharma & Healthcare, the platform integrates Control Room (market dashboard), On The Map Pharma (geomarketing), MPA® (merchandising performance audit), In-Store Marketing Compliance (certification system), and QueryLab. The four solution areas unify these tools into Geomarketing Tool, Consulting Service, Market Intelligence (Knowledge Hub), and Platforms & Technologies, serving both companies and public administrations.
Differentiator
Problem solved
Functional benefit
Brands
- TradeLab Digital Desk: Digital platform for managing online all phases of collection, management and evaluation of applications, definition of contribution amounts and compilation of the National Aid Register (RNA) for public funding programs.
- OnTheMap
- QueryLab
- Merchandising Performance Audit (MPA®)
- PharmaShopper
Products and services
- OnTheMap (Geomarketing Platform) Georeferenced geomarketing platform providing mapping of consumption points, points of sale, and pharmacies with updated market data for territory analysis, sales force management, and strategic planning across Away From Home, Retail & Real Estate, and Pharma & Healthcare.
- QueryLab Digital on-demand survey platform for instant surveys directed at pharmacists, delivering responses within one week through bi-weekly campaign launches. Supports rapid, unmediated decision-making for pharmaceutical clients.
- AFH Consumer Tracking Consumer-based tracking tool monitoring Away From Home consumption behaviours across 15 channels, 9 consumption occasions, and 30 macro-product categories. Conducted via 100,000 web interviews per year with daily launches, delivered through an online platform with monthly and quarterly reports.
- AFH Future Tracking Predictive forecasting tool for the AFH market using AI and machine learning algorithms on historical series, macroeconomic factors, and socio-demographic trends. Provides annual forecasts (updated quarterly) for visits and market value by channel and consumption occasion.
- AFH Business Discovery Customizable business intelligence platform containing contextual data on population, tourists, income, and entire AFH supply chain at provincial granularity. Supports sales, marketing, and trade marketing decision-making.
- Control Room Operational dashboard integrating measurement and channel monitoring in the health sector, serving as a control center for territory action planning with data visualization and reporting capabilities for pharma and healthcare clients.
- Merchandising Performance Audit (MPA®) Proprietary system measuring in-store marketing effectiveness in pharmacies across STORE VALUE (presence/positioning), TRADE VALUE (pharmacist judgment), CONSUMER VALUE (consumer recall), and SALES VALUE (sell-through metrics).
- In-Store Marketing Compliance Measurement and certification system for in-store marketing compliance between pharmaceutical industry and pharmacy retail, creating transparency and accountability in commercial agreements.
- Consulting Service Customised consulting services in market analysis supporting companies, public entities, and territorial operators in high-impact strategic decisions across the four verticals (Pharma, Retail, AFH, Public Administration).
- Market Intelligence (Knowledge Hub) Market intelligence solution providing tools for continuous reading of reference markets, supporting ongoing market monitoring, consumer behaviour analytics, and strategic insight generation for the four verticals.
Quantifiable outcome
- 774 commercial establishments censused in Collegno with 10.6% vacancy rate identified across 5 distinct areas, enabling targeted intervention planning
- +4 more outcomes
Companies that use Trade Lab
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Trade Lab technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Trade Lab partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered supporting, key and core.
- ADVANT NctmsupportingAppointed as Deal Legal Counsel for TradeLab's IPO, providing legal advisory services throughout the admission process.
- BDO Italia SpAsupportingAppointed as statutory auditor, Financial Due Diligence Advisor, and Management Control System consultant for the IPO process.
- BDO Tax S.r.l. StpsupportingAppointed as Tax Due Diligence Advisor for TradeLab's IPO, conducting tax structure review and compliance verification.
- BDO LAW Sta S.r.l.supportingAppointed as HR Due Diligence Advisor for the IPO process, reviewing human resources and organizational aspects of the transaction.
- KT&PartnerskeyAppointed as Equity Research Provider for TradeLab, initiating coverage in October 2025 and providing ongoing MiFID II-compliant equity research. Also referenced as analyst coverage partner on the Investor Relations website.
- Adagio23supportingAppointed as consultant for the verification of extra-financial (non-financial) data as part of the IPO process.
- TecnoStudiocoreTradeLab developed the La Montagnola regeneration project in partnership with TecnoStudio, which contributed technical/architectural expertise to the project that won the Bando RU 2024 for the Comune di Campogalliano (€850,000 grant).
- Metrica RicerchecoreMetrica Ricerche is explicitly referenced as a partner for market research integration. TradeLab integrates Metrica Ricerche's competencies into its research offerings for pharma and other verticals, combining TradeLab's analytical platforms with Metrica's survey and research expertise.
- Comune di BolognacoreTradeLab supported the Comune di Bologna in establishing the Mercato delle Erbe Urban Hub under Regional Law 12/2023, working with the partnership including Confcommercio and Confesercenti.
- Confcommercio (Bologna)corePart of the Urban Hub partnership with the Comune di Bologna, contributing commercial operator perspective and industry expertise to the urban regeneration project.
- Confesercenti (Bologna)corePart of the Urban Hub partnership with the Comune di Bologna, contributing commercial operator perspective and industry expertise to the urban regeneration project.
- Comune di Collegno (TO)coreTradeLab was commissioned by the Comune di Collegno to conduct a comprehensive commercial desertification analysis for the city's Urban Commerce District, including census, market analysis, and strategic recommendations.
- ASCOM di TorinosupportingTradeLab coordinated with ASCOM di Torino in administering the Collegno operator questionnaire, leveraging the trade association's channels to reach commercial operators in the district.
- Distretti Urbani del Commercio delle Terre di MurgiacoreTradeLab is accompanying the four Urban Commerce Districts of Gioia del Colle, Acquaviva delle Fonti, Cassano delle Murge, and Santeramo in Colle in a three-year strategic planning process for local development.
Scale indicators8 records
Recent moves8 records
Expansion highlights5 records
Trade Lab competitors and assessment
Company assessmentBroad incumbents
- Kantar: Kantar provides consumer panels, market research, and analytics across multiple industries, overlapping with TradeLab's market intelligence and consumer tracking capabilities but at a global, multi-vertical scale.
- NielsenIQ: NIQ is a global consumer measurement and analytics provider covering retail, FMCG, and shopper behavior — a broader incumbent operating alongside TradeLab's retail and AFH intelligence offerings with much larger scale and geography.
- Ipsos: Ipsos is a global market research and survey-based insights firm serving consumer goods, retail and public sector — a broad incumbent that competes for the same Italian client budgets across TradeLab's research and consulting practice.
- GfK: GfK (now part of NIQ consumer panel business) historically provides consumer panels and retail measurement in Europe, overlapping with TradeLab's retail intelligence and forecasting stack but at a much larger incumbent scale.
Direct peers
- IQVIA: IQVIA offers channel analytics, patient and pharmacy data, and commercial effectiveness solutions for pharma — directly comparable to TradeLab's Pharma & Healthcare vertical including OnTheMap Pharma, QueryLab, and In-Store Marketing Compliance.
- Circana: Circana (formerly IRI/NielsenIQ retail measurement) provides retail measurement, shopper insights, and out-of-home analytics, overlapping with TradeLab's AFH Consumer Tracking, AFH Future Tracking, and retail geomarketing platforms.
- Cegedim: Cegedim provides pharma CRM, retail pharmacy data, and compliance tools across Europe, closely paralleling TradeLab's OnTheMap Pharma, QueryLab, and trade-marketing compliance offerings in the pharmaceutical channel.
Emerging players
- Geoblink: Geoblink is a Spanish location-intelligence SaaS for retail and real estate network planning, similar in scope to TradeLab's OnTheMap geomarketing but focused on Iberia/LATAM and slightly broader retail use cases.
Regional players
- Intage: Intage is Japan's largest market research and consumer panel provider; comparable in operating model to TradeLab's AFH consumer tracking and forecasting stack, but geographically concentrated in Japan rather than Italy.
- Doxa: Doxa is a long-standing Italian market research firm serving consumer goods, retail and media — directly comparable to TradeLab on geography and broad consumer insight capabilities, though without the proprietary geospatial platform stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Trade Lab social profiles
Digital presenceTrade Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trade Lab leadership team
Management profileNumber of profiles
Profiles9 records
Trade Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trade Lab M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Trade Lab
What does Trade Lab do?
TradeLab is an Italian market research, consulting, and proprietary-software firm that helps companies and public administrations make data-driven decisions across pharma, retail, away-from-home (AFH), and territorial marketing. It delivers customised consulting engagements together with recurring access to proprietary platforms — including OnTheMap (geomarketing), AFH Consumer/Future Tracking, QueryLab, MPA® and In-Store Marketing Compliance — combining location intelligence, AI-driven forecasting, and consumer behaviour analytics.
Is Trade Lab a public or private company?
Trade Lab is a public company. It is classified as public and is currently operating.
When was Trade Lab founded?
Trade Lab was founded in 1999. It employs 11 to 50 people.
Where is Trade Lab based?
Trade Lab is headquartered in Milano, Italy, in the Europe region.
How does Trade Lab make money?
Three revenue lines are on record. Consulting Services are the primary driver. The others are proprietary Platforms & Software Subscriptions and market Intelligence / Knowledge Hub.
Who are Trade Lab's main competitors?
Broad incumbents on record are Kantar, NielsenIQ, Ipsos and GfK. Direct peers are IQVIA, Circana and Cegedim. Geoblink is listed as an emerging player. Regional players are Intage and Doxa.
Does Trade Lab have an API?
No public API is recorded for Trade Lab.