"Site director Sumaiya Balbale says Casa.com had to apply a merchandising approach to the home goods site distinct from the typical approach parent company Quidsi Inc. applies to its sites that sell consumables like soap. "When people shop for their home, they're looking for a combination of products and inspiration," she says. Casa.com addresses those desires with such tools as "Casa Picks," products recommended by staffers for their look and function, and "styleboards" that let shoppers compare and share their favorite products. Shoppers, for example, can create a styleboard to coordinate elements of their bathroom décor. Styleboard users have a "much higher" conversion rate than non-users, Balbale says. Up next: Casa's "curator collection" will feature stylists showcasing their favorite looks."

• Date Launched:2012
• Unique Visitors:NA
• Web-based Sales:Order the Hot 100 issue