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:

A large portion of PetFlow.com's site visitors—around 30%, in fact—come from Facebook. Its fans love the constant stream of images the merchant posts of cute animals and funny taglines, says co-founder Alex Zhardanovsky. But when consumers actually click to the site from Facebook, it's often from a link for a deeply discounted item. So, in an effort to turn fans into buyers, the merchant heavily touts discounts on its home page and landing pages. A clock counts down the hour and minute when the merchant's deals reset, for example, and tiled product images feature bright red banners listing each discount—43% off, 61% off or more. An Add to Cart button attached to a selection of products takes shoppers quickly from home page to checkout.

Key Statistics:
  • Date Launched:2010
  • Unique Visitors:4,200,000
  • Web-based Sales:Order the Hot 100 issue
Who They're Using: