One of the most populated countries and larger economies in Europe, Italy is among the larger, developed, and solvable markets for online shopping in the continent. Dominated by American giants, the Italian market is competitive with a number of foreign companies and some national stores and pure e-commerce players holding their ground. The Italian internet and e-commerce landscape count tens of millions of users; it is among the larger European markets, though not as developed as the UK and Germany, which are themselves far behind the US in terms of size. With 49 million internet users, the Italian digital population is affluent and accustomed to e-commerce and its convenience. Italians use both computers and mobile devices to access the internet often and shop online for a wide array of goods and services. Since the Italian e-commerce market is sophisticated, with high penetration and high solvency, the competition is fairly intense. Amazon, which benefits from the advantage of...