Today the Internet Retailers Association announced the top 100 on-line retailers.

Internet Retailer today announced its Hot 100 online retailing web sites. "We are pleased to recognize The Hot 100 for 2008. They reflect the best of what retailers can do online," says Kurt T. Peters, editor in chief. "Retailers in our Hot 100 represent the range of online retailing, from small to large, and include chains, catalogers, online-only merchants and brand name manufacturers. They have in common the willingness to innovate and set the standards in online retailing for what the rest of the industry should be doing."

There are some no-brainers like Amazon and Walmart, and Overstock, but there were also a few surprises.

For instance David's Bridal made the list. Having been married a few times, I can't imagine shopping for my dress on line. Shopping for that once-in-a-life-time gown (or in my case...let's not go there) is a special experience that I'm surprised is being transferred to the Internet.

Another surprise for me was My M&Ms. Just how many of those cute tasty little guys can you eat?

A few names were new to me. You would think that to make the top 100, the names would have to have significant brand awareness. Am I living under a rock? Do you know these companies?

Romanicos made the list - they sell yummy looking hand made chocolate.
Swell is also in the top 100 - if you live on the coast I imagine you know them, but living in Cleveland the need for surf accessories rarely becomes an issue.
6pm was the other company I didn't recognize. Talk about a company name that really doesn't tell you what they provide - clothing and accessories for the whole family. Who knew?

The article further offers tips from IBM for online retailers:

Consumers want online retailers to provide:

A seamless experience with synchronized and consistent service regardless of channel.
One-to-One marketing whereby individual buying needs and preferences are understood.
Increased convenience in ordering, returns, and refunds.
Improved service and support with call centers and customer service.

Deborah Chaddock Brown