B2c e-Commerce

Work Team


The 2BC E-Commerce Observatory was established to monitor e-commerce advancements in Italy (highlighting market value, trends and business models of reference) and make comparisons with the international landscape. The Observatory will also act as a privileged place for debate on the most successful initiatives, encouraging a two-way flow of learning and contributing towards a more rapid market development. For this reason, we started a collaboration first with ANEE-Assinform and then with the Netcomm consortium to be representative of the wide array of companies operating in the B2C field.


The Observatory’s work consists of:

  • conducting field research involving the top 250 Italian e-commerce sites through personal interviews and surveys;
  • participating in the Netcomm e-commerce forum, an event taking the pulse of B2C e-commerce in Italy on the basis of results achieved by operators in the first quarter of the year;
  • organising a public convention to present the main findings of our research, with round table sessions and talks given by major players from the e-commerce world;
  • organising a session to cover in greater depth a topic of interest that emerged during our research.


Research covers the following areas:

  • monitoring the Italian e-commerce market through a detailed analysis of the offer;
  • making comparisons with the international landscape for the principle western markets (Europe and USA), emerging markets (Brazil, China, Russia...) and evolved markets (Japan, South Korea...);
  • analysis of purchases made in Italy using smartphone and tablets, looking closely at ongoing advancements;
  • detailed examination of multi-channel models used by Italian merchants, paying close attention to the benefits and relative critical issues;
  • analysis of the logistics services underpinning B2C e-commerce;
  • identifying and analysing the main online channel export models used by Italian companies, looking carefully at the implications in terms of organisation, logistics and legislation;
  • use of payment tools;
  • identifying the main aspects of innovation through examples that typify current trends in e-commerce.


The research of the Observatory is based upon an empirical analysis with surveys and case studies that involve the top 250 e-commerce operators, covering 95% of the market.

Sponsorship opportunities

Every year more than 300 companies join the Digital Innovation Observatories activities, getting in touch with the corporate, institutional and academic decision makers

More details


The 2016 Research conducted by the 2BC E-Commerce Observatory has been made with the support of Accenture Digital, Alpenite, Banca Sella, BRT Corriere Espresso, CartaSi, CLO Servizi Logistici, DHL, Drop, DS Smith, eBay, eBusiness Institute, FACT-Finder, Intesa Sanpaolo, Number 1, PayPal, Poste Italiane, Prestashop, SIA; Fercam, GS1 Italy | Indicod-Ecr, Zanox.


For further information, collaboration and support requests for the other researches of the 2BC E-Commerce Observatory, contact Dr. Riccardo Mangiaracina (email: riccardo.mangiaracina@polimi.it) or Dr. Valentina Pontiggia (email: valentina.pontiggia@polimi.it).