I'm passionate about entrepreneurship platform and ecosystems and business strategy.I've grown from a classical family business jewelry store in Anzio, a city near Rome. I decided to improve and expand my business by creating a phygital experience app mobile to support the many retail fashion stores in Italy devastated from the pandemic period of covid-19 that has impressed a strong boostto digitization for social distancing reasons, has helped to intensifythe use of the various online shopping platforms. One cause of the many restrictions, the smallretailers have faced a drastic competition against big online shopping giants by seeing theirsturnover reduce.so we have decided to create BuyU, a free smartphone application, that operates in the fashion sector introducing itself to the market with the idea of ​​reducing the time spent searching for a product desired by the user, directing him to the nearest store.BuyU is a fight against time: it is modernity that meets thehistoricity, which recalls its traditions. It synthesizes two different worlds that try to coexistfighting each other: physical commerce and online commerce.