Fashion is becoming one of the fastest-growing areas of e-commerce, even though traditionally customers prefer to try clothes on in the shop, says Prof. Sandra Sieber. Why are we seing that customers are increasingly moving online? Big improvements have been made on visualization, which is now so much better than just a few years ago. Companies like Zappos showed us another critical dimension, which is to ease the returns, to allows customers to order goods, try them on at home and then return what they don’t want at no extra cost.But the really new thing is that social curation, through sites like Pinterest allows us to find the stuff that we really like in a much easier way. We are getting rid of the noise, and that’s a big thing.