You’d be crazy if you think online shopping isn’t a big deal. Just think about the number of brands off the top of your head that don’t offer their products online in some shape or form. I remember H&M lacked this capability for some time, and it was, as a consumer, pretty inconvenient for me. Why did Forever 21 have it but not H&M? Suffice it to say, I defected often to their biggest competitor simply because they didn’t offer online shopping.
For most large retail companies, opening up your online shopping channel is crucial to staying relevant and offering a rich experience to your customers. Naturally, some companies offer better experiences than others. In the following list I highlight five brands that are absolutely nailing the online shopping experience, in one way or another: