After the initial enthusiastic initiatives and investments and the eventual bubble, el- tronic commerce (EC) has changed and evolved into a well-established and founded reality both from a technological point of view and from a scientific one. Nevert- less, together with its evolution, new challenges and topics have emerged as well as new questions have been raised related to many aspects of EC. Keeping in mind the experience and the tradition of the past editions of EC-Web, we tried, for its 10th edition, to introduce some meaningful innovations about the structure and the sci- tific...