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n the mid-1990s, shortly after the creation of the first World Wide Web server and browser, the German company Intershop and the US-based corporations Amazon and eBay introduced online shopping. Since then, e-commerce has developed steadily over the last two decades, its market share growing exponentially in the last four years and reaching new areas in which goods and services can be sold. In the field of art, artists have embraced the Internet, looking for new ways to distribute their work (particularly in the case of net art) while institutions and the art market have almost totally ignored it, only recently showing some interest in developing an online presence. This unbalanced perception of the benefits of the network and new media in general has led many artists and other professionals to look for new models that will eventually bypass the traditional art market and generate independent platforms for the …