Online shopping has convinced few Italian consumers in the lockdown period. The data emerges from a survey sent through WhatsApp and e-mail throughout Italy. The investigation, in addition to certifying a curiosity and openness to the world of online shopping, shows that the consumer “is basically not willing to give up the personal and human component, whether it is his trusted greengrocer, the cashier of the supermarket or the shopkeeper. ” The “red zone” and the restrictions on movement within 200 meters from home have determined the success of the neighborhood shops. The size of the small “local” supermarket seems to have agreed: the variety of the offer, the convenience and proximity of these small neighborhood businesses, combined with the convenience and the presence of periodic offers, has attracted at least one turn 54% of consumers.