Marred by injuries to strikers Giuseppe Rossi and Mario Gómez, Fiorentina signed Matri on loan from Milan in January 2014. Matri was acquired with the intention to fill the absence left by injuries to forwards Rossi, the leading scorer in Serie A at the time with 14 goals and German international Gómez. "There are some minor details to eke out and then I will be available for the coach," Matri told ViolaChannel.tv. "I am hungry to play and to score a lot of goals," added Matri, who played just six times for Milan during the year, scoring just once and becoming a target of abuse from fans. He signed a six-month contract without an option for Fiorentina to purchase him outright. Fiorentina had been searching for a striker since Rossi was injured on 5 January, while Gómez had been out of action since virtually the start of the season. Matri made his Fiorentina debut on 19 January 2014, scoring a brace in a 3–0 away win over Catania. On 21 February, he made his debut in the Europa League round of 16 match against Esbjerg, scoring Fiorentina's first goal in a 3–1 away win. He finished the Serie A season with Fiorentina with 21 appearances and five goals, as Fiorentina reached the 2014 Coppa Italia Final. At the end of the season, he returned to Milan.