Wrapping around what they know

For the 10 specialty e-retailers in the Hot 100, selling online isn’t just about merchandising and design, it is about figuring out what their customers’ desire and finding interesting ways to meet those needs.



Why They're Hot:

Glasses.com offers a shopping experience that it hopes will make eyewear shoppers forget about shopping in stores. Instead of removing her prescription glasses to see what she'd look like in a new pair, for instance, a Glasses.com shopper uses the retailer's 3-D imaging technology to take a video of her face as it turns in front of a computer camera. She then chooses among any of the retailer's eyeglass frames—or from frames Glasses.com suggests based on her image and stated preferences—to see her exact image sporting the new frames and turning side to side. She can even adjust the frames on her image to slide them up or down her nose. "We're removing obstacles from online shoppers' purchasing paths," says Amy Larson, vice president of e-commerce. That's clearly the case on Glasses.com.

Key Statistics:
  • Date Launched:1995
  • Unique Visitors:102,673
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: