November 29, 2011, 3:51 PM

Uncommonly communal takes community shopping to the next level.

Allison Enright


Lead Photo sells specialty gifts in a special way. Instead of providing a product description, it tells a “product story” about where each item comes from, how it was made and who made it. It also includes artisan biographies. The home page rotates among featured new products, top sellers, product collections curated by taste-makers and the products that get the highest ratings from consumers. Customers can post questions about a product for the e-retailer’s staff or other shoppers to answer. Site visitors also can give a thumbs-up or -down to products UncommonGoods is considering selling and share their opinions about why they voted yea or nay. When products pass muster with the community and are added to inventory, the product page includes the numbers of thumbs-up it got in voting.


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