In an increasingly challenging context, B2C eCommerce remains essential for the evolution of Retail. Regulatory changes, macroeconomic shifts, and a focus on sustainability are just some of the phenomena influencing both online and offline commerce, necessitating transformational interventions. Leading-edge technologies (primarily Artificial Intelligence) can support Retail development: enhancing consumer relationships and optimizing back-end processes along the entire value chain. This intervention aims to delve into, with data and evidence, the evolution of the B2C eCommerce market in Italy.