Besides trade with the New World, mediated through Seville, the Botti had their hands in some 50 markets across the Mediterranean, the Atlantic Ocean and the North Sea. They relied on numerous correspondents in those locations, a networking mechanism that proved to be especially effective in the world of Florentine trade. Most of the business of their trading system, coordinated by the company in Florence, was necessarily driven by the Spanish companies, given the effects of the discovery of America. The Botti traded in more than 150 different goods, in particular sugar, preserved fish and leather, besides, of course, woollen cloth, silks and cloth of silk and gold produced in Florence. Interacting with distant peoples and contexts, and thus with different customs, habits and tastes, had a beneficial effect on intercultural trade and hence cross-influences that transmitted the existential and aesthetic models that emerged from the quality and type of goods. It goes without saying that the Botti propagated the taste and ‘design thinking’ of Renaissance Florence through their trade activity. The most effective examples are drawn from the pride of Florentine textile production: woollen cloth and fine cloth of silk and gold. The documents reveal other cases and practices of intercultural marketing as well, including a doll, which was not just a toy but attestation of refined Florentine taste, and clothing and jewellery with highly specific meanings and value, through which the Tuscans circulated, along with their products, Renaissance fashion and beauty.