Over the last two years, eCommerce B2c has played a key role in the development of Retail, but it’s now going through a delicate phase due to global socio-political tensions and their economic consequences. The turbulent environment has affected both the purchasing of goods and the retailer operations (strategic revision of the pricing policy of goods sold and related services, supply rationalization, optimization of logistics and distribution activities, …). Rising costs (of raw materials, energy, transportation) require a deeper thought on the potentiality and ability of eCommerce to be economically sustainable, in a highly fickle environment. Through data and evidence, the speech aims to deepen the digital evolution of Retail and the dynamics of eCommerce B2c market in Italy.