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In Finland, local initiatives, particularly by organizations like Digital Commerce Finland, are playing a crucial role in driving the digital marketplace market forward. These initiatives bring together various stakeholders, including SMEs and online retailers, fostering a more connected and vibrant digital commerce ecosystem. However, consumer trust issues, driven by concerns about cybersecurity threats, remain a significant challenge. Data breaches and privacy concerns often discourage participation in digital marketplaces, hindering market growth. On the other hand, the integration of augmented reality (AR) and virtual reality (VR) offers exciting opportunities to create immersive and engaging shopping experiences, helping to boost consumer interaction and sales in the digital marketplace.