With the rise of user-generated content (blogs, wikis, ratings, reviews, opinions etc.) the web is evolving from a repository of content into a repository of experiences. And as it evolves there are many opportunities to harness these experiences. In this paper we consider some of the challenges associated with harnessing online experiences by adopting a case-based reasoning perspective, and highlighting how existing case-based approaches might be adapted to take advantage of this new world of the experience web.