We often do not realise how much the online world affects our daily lives. An entirely new type of economy has arisen, in which the consumer has all the power. In the last 20 years, the online world has become as important as our ‘real world’. There is not much we cannot do online. Whether it is making a reservation for a hotel, looking for a new job or a trustworthy and affordable handyman, it all happens in the virtual world. What was new, revolutionary and refreshing only a decade ago, is now outdated or traditional.