The digital push and the Coronavirus pandemic have given a new impetus to one of the sales tools par excellence: e-commerce. Already able to catalyse the interest of millions of users, today more than ever e-commerce is an essential mean both to retain customers and to expand one’s reach. It works well for both B2B and B2C; both for big brands and start-ups. In this article, we retrace the steps that led to the consecration of e-commerce in the digital sales scenario, focusing on the characteristics that a successful e-commerce must have and on how to set up an e-commerce marketing strategy.