While pursuing the latest version of of STORES Favoirte 50 – the list of the online retailers customers liked most, resulting from the questions: “what website do you shop most often for apparel items” and “what website do you shop most often for non-apparel items? it got me thinking. Based on the survey, STORES listed the top five online retailers were: Amazon, Walmart, eBay, Best Buy and JC Penney.  Seriously- I thought, who did they survey? Amazon and eBay fit the profile, but who would say Walmart.com was their favorite online store?

After reviewing the list again – there were two trends that rang true for most of the companies on the list.

1. Companies were heavily influenced by price.
2. Companies that provided a positive overall customer experience.

• Does the retailer provide ideal inventory levels?
• Does the retailer have both an online and brick and mortar locations?
• Does the customer have access to knowledgeable sales associates?
• Does the company have inexpensive or free shipping and a simple-yet-flexible return policy?

If all the above are true, this is how a retailer ends up on the Favorite 50.

I agree with the masses in what makes an online retailer a favorite but my list would be a little bit different.

1. Zappos: unparalleled customer service and speedy delivery
2. DSW: great prices and great selection (sensing a shoe trend!)
3. The GAP: I love their brick and mortar store AND their use of model to display clothing online. They also have a really need scroll over tool so you can see all the details of the garment.
4. Sephora: Their online store keeps my selections for next time so I can reorder with ease.

So there you have it. My favs. list.

What are your favorite online shopping destinations?