During the last few years Internet has changed the way Europeans buy and sell, communicate, interact, advertise and promote. The new media and continuous innovations in electronic devices are changing the market place from the streets to computers, phones and other new application screens. The last Communication from the European Commission [COM(2011) 942 “A coherent framework for building trust in the Digital Single Market for e-commerce and online services”] on e-commerce and online services mentions that “Electronic commerce and online services in the broader sense are now at the heart of the lives of consumers, businesses (from the largest to the smallest) and citizens in general”. Following this tendency, the Commission wants to double the volume of e-commerce in Europe by 2015. “Setting the objective of doubling online sales and the share of the internet economy in European Union GDP by 2015 bears witness to its determination to make the most of the digital economy”. The eCOMMA project will take an in-depth look at two fast growing and fast evolving job categories: online marketing and e-commerce. Employment opportunities in these categories are plentiful and Europe has a real competitive advantage if the education and training environment manages to deliver the top skills that are on demand in the industry in a timely fashion. To face up to this new reality, the eCOMMA project aims at transferring research carried out by some of the project partners during the Ldv "EQF-Code" project and improved during the "EQF-iServe" projet. "EQF-Code" developed a very successful generic approach for linking internet-related jobs to eCF and EQF in accordance to the market needs. eCOMMA will apply the "EQF-Code" approach to link online marketing and e-commerce jobs to eCF and EQF. Moreover, eCOMMA will develop European specialist profiles that are in compliance with the principles of the European metaframeworks EQF/e-CF and ECVET as well as a Training Guidelines (including the description of a labelisation process) for developing/setting-up further vocational training measures for online marketing and e-commerce professions. The expected impact will be to provide comparable skills sets for these professions, thus supporting the European labour market and the employability of professionals, contributing to one of the major challenges of Europe 2020. By this approach, the project will directly address three of the main issues covered by the initiative New Skills for New Jobs “Promote better anticipation of future skills needs, develop better matching between skills and labour market needs and bridge the gap between the worlds of education and work”. The project partnership consists of 6 partners from 4 EU member states and one associated partner, representing the interests of the main stakeholders in the fields of online marketing and e-commerce. It is composed of ICT and digital media clusters/associations, renowed training institutes/organizations and a private consulting.