E-commerce websites are getting flashier and flashier, and fortunately also the user experience keeps improving with the time. For example, let's have a look at the new Crumpler website, developed by Reactive.

I like it because it looks like a real Crumpler shop, with the bags displayed on the shelves and a touch of sense of humour in the copy that really connects you with the soul of the Australian brand.

Also, they paid a lot of attention to the visuals, adding crazy details that add a touch of fun & unexpected to the shopping experience (see for example the nun playing the guitar in the product/color section).