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Six Billion Shoppers Allcroft Why the Whales Came andFrom China to India to Nigeria, e commerce is entering a golden era in countries that were long left out of the e commerce gold rush experienced in the West. If the story of the first twenty years of e commerce's growth was set in developed markets, the story of the next twenty years will be set in emerging ones. The rise of e commerce in emerging markets is being driven by three major trends: widespread internet adoption, a rising middle class, and,