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Italy as a market is expected to grow strongly, China and India are hot growth areas in emerging markets. Despite the gloomy macroeconomic forecasts, e-commerce is expected to grow at 16% per year till ´16. Italy is expected to catch up mature markets as it still has a low penetration rate of online buyers. The country is third after China and Spain as 7% more buyers will turn to e-commerce in the next 3 years and is considered an emerging market that is expected to grow mature than peers. Consumer confidence in Italy is picking up, particularly among younger age groups. Italians are still using PCs to shop online, mobile commerce is still a green field to explore. Those using mobile devices to shop say that the presence of an app would increase their purchases. A survey shows that many buyers are happy with their experience, but there is further room to improve. In case of bad experiences return policies and customer care are key services. Payment, security, easy logistics and a customer care are key issues influencing the purchase behavior.