2015 has been the year of the consumer so far. Whether it is gearing up for the Holidays sale or slamming e-tailers for botched up ‘Sale of the Day’ to far-reaching effect, the e-commerce segment has seen the consumer take the centrestage of all the action. And one thing is amply clear – choose to ignore the consumer at your own peril. While the consumer was always the king, 2015 also has shown how it holds tremendous sway through social media channels.