MILAN — Pitti Immagine is getting bigger online.

E-Pitti, the Florence-based trade producer’s portal, which was launched with FieraDigitale in 2011, has rapidly grown in the span of three seasons.

Last January, the site, which includes the online editions of Pitti Uomo, Pitti W and Pitti Filati trade shows, registered 650,000 visited pages and 152,000 visits of buyers coming from about 100 countries, especially Italy, Japan and the U.K., which accounted for 10.8, 10.6 and 9.7 percent, respectively, of total visits.

According to Pitti Immagine and FieraDigitale, each buyer visited an average of 29 pages, spending about 12 minutes on the site.

“When we launched e-Pitti two years ago we didn’t know its full potential,” said FieraDigitale chief executive officer Francesco Bottigliero, who revealed that the company aims to generate revenues of 2.5 millions euros, or $3.2 million at current exchange, in 2013. “This platform offers a useful business matching service, enabling exhibitors to get in touch with important and international buyers.”

In addition, e-Pitti, which is currently available in three languages — Italian, English and Japanese — is planning to launch a version in Russian.

Enlarging its international visibility and affirming its leading role in Italy’s digital scenario, e-Pitti has also teamed up with New York-based company Tecnamedia to organize “Decoded Fashion in Milan by e-Pitti,” a forum on the intersection between digital technologies and the fashion industry.

During the event, which will take place on Oct. 16 at show space La Pelota in Milan’s Brera district, the finalists of a competition promoted by Pitti Immagine will showcase their innovative business models to a jury of experts. The start-up presenting the best project will receive a prize of 10,000 euros, or $12,863.