The rapid adoption of smart mobile devices for content browsing and increasingly, commerce transactions, and the use of social media to seek and express opinions in almost real time pose new challenges to businesses that offer online shopping. How does one engage effectively with consumers who are asking for advice on what to buy from complete strangers on social networking sites? How does one respond to the power of search engines and online comparison tools? Businesses offering online shopping face these and a plethora of equally daunting challenges that they must overcome to get more consumers to see, try, and buy their offerings. In our experience, we have seen the following to be the most frequent challenges that online businesses currently grapple with: