There is this sort of folklore about Italy that everyone kisses and hugs everyone else.
This is simply not accurate.
If you are introduced to someone (a stranger), it is normal courtesy to shake hands with him/her (and that's it, no hugs, no kisses), as well, unless the other person is an old friend the normal shaking of hands is the normal means of greeting.
It is extremely rare that you are touched (again let alone hugged or kissed) as a customer when you enter any shop or similar.