ABSTRACT
The popularisation of B2C e-commerce in Italy took a longer path compared to other European countries due, inter alia, to a noteworthy cultural diffidence toward uncertainty and a common propensity for in-person purchases. But this scenario is gradually changing and the common belief is that Italy will align itself with the rest of Europe in the next few years. A deeper understanding of the Italian digital consumers’ behaviour is, nevertheless, necessary to identify important needs or gaps. Through a qualitative analysis of individual semi-structured interviews, this chapter critically assesses the underlying values and attitudes of Italian digital consumers and tries to anticipate how they might affect the e-commerce business in the country. What emerges is a multifaceted scenario where the traditional socio-cultural features still slow down the spreading of digital consumer culture in the country, while recent technological innovations and emerging lifestyle values are significantly transforming the Italian consumers’ approach toward online purchases. Soon, the e-business will have to deal with two diverse typologies of digital consumers in Italy: the “experts”, who will demand efficiency and leisure, and the “neophytes”, who will look for security and simplicity while buying products and services online.
