The future is widget-shaped, according to many accounts dispatched from the Shop.org show floor last week. Keynote speaker Donna Hoffman, chancellor's professor of marketing and co-director of the Sloan Center for Internet retailing at the University of California, Riverside, used the podium to talk about the opportunities that Web 3.0 afforded retailers, and called on attendees to find creative ways of harnessing technology to really exploit those opportunities.