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Italy's digital marketplace sector is witnessing significant growth, primarily driven by the expanding internet user base across the country. With nearly 93% of the population online, Italy offers a large pool of potential customers for digital platforms. The increased internet connectivity encourages higher participation in e-commerce, as consumers demand convenience, variety, and competitive pricing. However, the market faces challenges from cybersecurity threats and consumer concerns about privacy and financial security. Data breaches and fraudulent activities risk eroding consumer trust, which can negatively impact online shopping participation. On a positive note, the integration of augmented reality (AR) and virtual reality (VR) technologies enhances user experiences by offering interactive and immersive shopping environments. These innovations allow consumers to visualize and interact with products in dynamic ways, further driving market growth.