Influential online retailers

The dawn of the internet has changed retail forever. WGSN tracks 10 of the best and most innovative in this space over the last decade.

eBay

This simple idea – a public auction website for anything and everything – made billions, as everyone offloaded their unwanted jeans or snapped up someone else's unwanted shoes. "Anyone" also included counterfeiters, which has tarnished eBay's reputation more recently. Going forward, the site will include more regular retail listings alongside the auction format.
Yoox

Yoox is an Italian firm that is not only premium, professional and international, but also has the power to create incredible exclusives - for instance, the Hussein Chalayan menswear range. The company also runs websites for some of the world's best fashion companies, including Diesel, Marni and Emporio Armani
Asos

This dominant UK website began life as "As Seen on Screen", a niche site selling stuff worn by stars in film and on TV. But it blossomed into an online retailer for casual clothes; winning British hearts and credit card spend. A magazine element is a fantastic example of editorial selling.
Figleaves

An early adopter, Figleaves took a focused approach to the web. By concentrating entirely on underwear, it has become the go-to destination for lingerie-lovers online. Launched in London in 1998, it expanded into the US in 2004. The massive number of available brands ranges from Dolce & Gabbana to Wonderbra.
Net-A-Porter

Cute name, classy site. Many fashion designers are technology-averse and Net-A-Porter has done as much as anyone to lure fashionistas online since launching in June 2000. Limited edition outfits, such as this year's exclusive deal with red-hot relaunch Halston, are the proof of this savvy; while its customer care and the packaging presentation seal its luxury reputation.
Victoria's Secret

Who doesn't enjoy seeing the world's most beautiful models in their underwear? But Victoria's Secret works hard for its unrivalled buzz and the website is the place to catch its fashion shows, get special deals and find out about various events.
boo.com

The idea, back in 1998, was to create a fashion and sports version of Amazon.com; boo launched in 1999 and folded six months later, having blown millions. It was a classic case of first-but-worst. And with low sales, Boo's international ambitions were beyond its means. Some of its concepts, like the style adviser and 3D renditions of products, flourish on other sites.
Fashionwalker

Online magazines mixed with e-commerce is the winning combination at Japanese site Fashionwalker. The magazines, aimed at young women, are wonderfully high quality, seducing their readership into clicking on the featured products. Also online are fashion shows and a well-organized boutique.
Lands' End

When he founded his sailing business in the 1960s, Gary Comer could not have known that his firm would become an internet innovator. Lands' End built itself on successful mail order sales to become a pioneer in online measuring: My Virtual Model technology lets customers "try it on" before buying.
Etsy.com

This site offers a point of difference from the big guns, promoting independent designers and hard-to-find products, including homewares, fashion, art, vintage, handmade goods and "geekery". There's also a "search by colour" and a "sellers' top picks" section to make the buying process easier.