The digital economy: new e-business strategies for food Italian system

Abstract

In the ICTs sector, innovations follow each other swiftly, as it is a very dynamic market, where Web 3.0 represents the latest phenomenon, after Web 2.0 and the social networks that had revolutionised the global world of information. The web has become a web ecosystem in which users create value by sharing and creating experiences in the web. However, despite the fact that there are interesting potentials for growth, Italian agri-food and agricultural enterprises have still not bridged the digital divide. The aim of this study is to provide a brief overview of the developments in the digital economy and of the changes in B2C models. In particular, the state of the art for agri-food products in relation to the evolution from e-commerce to social commerce will be analysed, through a specific survey, consisting of two complementary phases, related both to online businesses and to the web consumers.