To stay relevant in the digital world, you need to be in Second Life. No, wait a minute! — that s the way we might have started this chapter five years ago. While Linden Lab may now be a thing of the past, Web 2.0 is, more than ever, the primary stage of the digital present and possibly the centre ground of all our futures. New media, new platforms and new usage patterns are taking hold, especially among the young. To stay relevant to tomorrow s shoppers, retailers need to understand the mindset and the behaviour of these digital natives. But that does not mean that each and every technological fad should become a part of their marketing mix. Paying tribute to the vagrant nature of the virtual world, this chapter will focus on the five megatrends we believe are here to stay: constant connectivity, social interaction, two-way marketing, consumer control and total recall.