B2c e-Commerce

Work Team


The aim of the B2C E-Commerce Observatory is to monitor the development of Italy’s electronic commerce market, estimating the market’s value and studying the business models of reference and the developing trends.
Our research also has the objective of helping the players in the sector to understand the dynamics in action and to formulate the most suitable strategies for establishing an online presence. From the perspective of communication, the Observatory wishes to spread a culture in this subject matter, and propagate knowledge on the current state-of-the-art and the future progress in B2C E-Commerce in Italy, especially among decision-makers. In the light of these aims, we are continuing our collaboration with Netcomm, the Italian digital commerce consortium that gathers together a wide group of e-commerce operators active in Italy.


The Observatory's planned actions for 2018 are:

  • A field research involving the top 350 Italian e-commerce sites through personal interviews and surveys.
  • Numerous meeting and occasions for debate:
    • An invitation only Conference to present Research results on traffic generating modes, usability, and purchase conversions, focusing on the evolution of B2c eCommerce platforms;
    • A convention by invitation to present the findings of our research on Fon B2c eCommerce Payment and Logistics solutions and their impact on the purchase experience;
    • A public convention to present the main findings of our research, with round table sessions and talks given by major players from the B2C e-commerce world.
  • Three paper report containing the main findings of our 2018 research, which will be distributed during the convention.
  • Several in-depth online reports on topics addressed in the 2018 research.


Research covers the following areas:

  • monitor the Italian e-commerce market through a detailed analysis of the supply side;
  • a comparison with the main international e-commerce markets;
  • analyse the purchases made via smartphones and tablets in Italy, with a detailed examination of the particular issues for these channels and on current developments;
  • use of traditional payment tools and analysis of the “new and innovative” tools that can drive the development of B2C e-commerce in Italy;
  • study of distribution logistcs and main added-value services concerning the dispatch phase, evaluating the relative environmental impact;
  • analysis and use of traffic generation channels and tools, and communication and mapping of the main B2c eCommerce platforms;
  • identify the scale of innovation, through representative examples of current e-commerce trends, examining in particular start-ups and international merchants.


The Observatory’s research is based upon an empirical analysis with surveys and case studies that involve the top 350 B2C e-commerce operators, covering over 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

Partners and Sponsors

For further information, collaboration and support requests for the other researches of the 2BC E-Commerce Observatory, contact Samuele Fraternali (email: samuele.fraternali@polimi.it) and Denise Ronconi (email: denise.ronconi@polimi.it).