Not that I would claim to be an expert, but I’ve been shopping online since 1999 or so, back when I worked for Victoria’s Secret in the online customer service department. Since then, a lot has changed–some sites have disappeared (remember Girlshop?), sites like etsy have given independent designers a stronger voice, and I’ve purchased many many more pairs of shoes–but there are still shops I consider to be my go-to shopping destinations.
Here, in no particular order, are my top 10:
Topshop: Internationally known fast fashion at it’s best. Plus, there are some really lovely items in Kate Moss’s current collection.
Shopbop: The sheer number of items available means I’ll almost always find something I “need.”
Le Train Bleu: Based in Portland, they carry a great mix of mid-range lines like Eskell and Sophomore.
Yoox: Discount designer goods are always in order, no? Tip: buy now or you’ll regret it later!
Farfetch: Fashionable goodies procured by 20 different boutiques from London to Milan, all in one spot!
asos: An acronym for “As Seen On Stars”, and while I’m not really into the whole “Star Style” thing, the items I’ve received have been great quality and fit. They also carry some name brands–it was the first place I heard of All Saints.
Pixie Market: Hipster headquarters and one of the few US sites that sells Shakuhachi, one of my favorite Australian brands.
Zappos/Zappos Couture: Source of the much beloved snakeskin Zanottis. The service alone is worth a purchase–free next day shipping is almost as good as the instant gratification of brick and mortar shopping.
Free People: Girly-grungy items perfect for this season. Plus, The Boy really enjoys the videos.
Stars and Infinite Darkness: Originally known as Virgin Threads, this was one of the first sites to sell items from independent designers all in one place. Many of the names are now key players in the indie fashion world, so when I’m looking for something different, this is where I go.
Note: I left out the ubiquitous eBay on purpose. The passive-aggressive competition gets my heart pumping, but I don’t want to know if I won an item, I want to know exactly how much it costs and when it’s coming. Now. Up front. Not after bidding has ended.
Which sites are on your top 10 list? Any suggestions? (As if I need another place to shop…)
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I’d throw Endless.com up there because you can usually find a great deal. I usually check there and Zappos to compare.
I like the simplicity of Stylous.com
I personally like the selection @ Tres Bien Shop ( http://www.women.tresbienshop.net/en/ )
. If i were to categorize the overall direction this site contours, I would consider it to be an extension of Pixie Market 
There are not as many items as on Yoox for instance, but my personal cravings fit perfectly into the range of goods displayed there