Welcome to the marketplace! Have you noticed how much that term is getting used nowadays? Before the rise of the World Wide Web, the idea of a marketplace was usually that of a physical, brick-and-mortar location, but it could incorporate any open square or place where we as consumers would go to purchase goods and services. Now that the Web has the ability to reach most people on planet Earth, the concept of a marketplace has expanded. Via physical to virtual (P2V) transformation, the marketplace has grown far beyond malls and markets, to the point that we as consumers literally have the world at our fingertips.