Is it ever beneficial for competitors to share data with each other? Professor Subodha Kumar throws light on how a firm can use its competitor’s data in such a manner that it is beneficial for both. The value of e-commerce has increased dramatically over the past decade. In 2013, the U.S. retail e-commerce sales grew by 16.9% to reach $263.3 billion, and are expected to grow at a compound annual growth rate of 9% to reach $370 billion by 2017. The U.S. retail e-commerce sales accounted for 5.8% of the total retail sales in 2013. Further, online retail sales in Europe are anticipated to grow at a compounded annual growth rate of 11% and reach 191 billion by 2017. The unprecedented growth of e-business has generated vast amounts of customer data; an extremely valuable resource for firms to grow their business. Recent big data initiatives employed by firms are typically targeted towards collecting more data about customers and analysing them to retain old customers and create new markets.