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 organization of the conference. Our main target was to highlight the autonomous role of the different (sometimes heterogeneous) aspects of EC, without missing their interdisciplinary scope. This required the conference to be organized into four “mi- conferences," each for a relevant area of EC and equipped with a corresponding Area Chair. Both the submission and the review process took into account the organization into four tracks, namely: “Service-Oriented E-Commerce and Business Processes,� “Recommender Systems,� “E-Payment, Security and Trust� and “Electronic C- merce and Web 3. 0. � Therefore, the focus of the conference was to cover aspects related to the theoretical foundation of EC, business processes as well as new - proaches exploiting recently emerged technologies and scenarios such as the Semantic Web, Web services, SOA architectures, mobile and ubiquitous computing, just to cite a few.