There's a tremendous push in the e-commerce world today to incorporate Web 2.0 thinking to sell everything from pots and pans to pens.

Thanks to the phenomenal success recently of social networking sites like MySpace and the popularity of the user-generated videos posted on YouTube, marketers are rushing to carve out their own niche. That's another Web 2.0 concept, Rogoway points out.

Basically, if you let people comment on a movie, restaurant or even an encased meat product, others will take these heartfelt endorsements as a call for action.

"We feel we can enhance the business if we give users more control of the content," said TicketNow's Dotson.

So, according to Web 2.0 proponents, participation is the future.

Get the full story at E-Commerce Times