The impact of digitalization on business-to-consumer relationship

I-Com study

The present study aims at inquiring about the main opportunities for EU consumers and businesses entailed by the digitalization process. The Internet and digital services diffusion is revolutioning the social and economic context in which B2C interactions take place. Indeed, the massive digitization of services is transforming the network into a decentralized marketplace in which citizens/consumers interact and conclude transactions with businesses more easily than ever, providing big opportunities and new business models but also requiring a careful attention on new regulation aimed at solving critical aspects.