TCF4 and colon carcinoma: These data show that SERCA3 expression is part of the normal differentiation program of colonic epithelial cells, that SERCA3 expression in colon carcinoma is reversibly suppressed by the APC/β-catenin/TCF4 oncogenic pathway, that the inhibition of SERCA3 expression can be reversed by the induction of cell differentiation and that a functional crosstalk exists between SERCA function and the mechanisms that control differentiation in colon carcinoma cells.