Two billion euros spent online in one weekend. More than six out of ten Italians took advantage of the super promotions offered from November 24 to 27, the dates of Black Friday and Cyber Monday. According to estimates, in the entire year 2023 the value of online sales in Italy will reach 54.2 billion euros, including 35 billion euros for products and 19.2 billion euros for services. Confcommercio institute indicated an average budget of between 110 and 200 euros for Black Friday. Initiatives also involved classic commerce, with discounts extended throughout the week. However, WhatsApp, like TikTok, are emerging as a channel not only for promotions, but also for purchasing. Social is being used a lot in beauty, because it allows you to get advice from an in-store assistant, or in fashion: if you want to match a wallet to a handbag, a belt to a dress, before buying them online you can consult a salesperson in the store, who in the chat shows you the comparison with videos and photos. Other innovations are bringing e-commerce closer to the store: one is extended reality (with augmented reality technologies), which allows you to try on products like makeup or a pair of glasses online, to see how they look on a face. Another innovation is in-store commerce in the home and furniture sector. It is being pioneered by Ikea, which is opening small advisory stores in city centers to help customers personalize and visualize their purchases before placing their order online.