|Why They're Hot:
E-retailer Vitacost.com has the most unique and compelling tablet-optimized web site in mobile commerce. The site, specially designed for iPads, truly looks like nothing web shoppers have seen before. It features a touch interface that puts products into tiles that slide in separate rows across the width of the screen. Consumers swipe to move the tiles, touch a tile to see product details, and, when they're ready to buy, drag and drop tiles into the shopping cart to. The e-retailer used the advanced programming language HTML5 to build the site. "Our iPad site was designed to provide a simplified view of our extensive product offerings and make it easier for customers to search and discover new products by more fully utilizing the touchscreen functionality of the iPad," says Jeffrey Horowitz, CEO.