The growing number of influential Weibo commentators are increasingly opening their own online shops or promoting products.
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There are obvious challenges to selling unique furniture pieces online. It’s often hard enough for shoppers in a bricks-and-mortar showroom to visualize how a piece will look in their home amid other decor. Wisteria.com, which sells a mix of distinctive new and vintage pieces, addresses the problem by featuring several artfully photographed images of a product, including at least one in a real-world room setting. For those seeking a personal touch, the site features several community elements, including Facebook and Twitter pages, as well as blogs that highlight both the personal and professional lives of the company’s staff, and of the artisans who make Wisteria’s products. And if a shopper isn’t familiar with a design term, she can find it on the site’s extensive glossary.