By any measure, online retailing is by far the fastest growing retail sector around the world. According to Forrester Research, ecommerce in the United States will see growth from $231 billion in 2013 to $370 billion in 2017 (compound annual growth rate of 10%); projected rates are almost identical in Europe, where the total market should reach $247 billion by 2017 (Lomas 2013). This phenomenon is not confined to developed markets; in China, year-on-year growth through March 2012 exceeded 50%, and the Economist (2013) predicts that China will quickly become the largest ecommerce market by value. Thus, the global consumer economy is one in which information about experience attributes plays an increasingly larger and more important role in buying decisions.
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