I'd like to document, for my own reference, and to illustrate a few points, the experience of shopping at eBags.com. The main reason I wish to do this? eBags totally gets online retail.
Think of these are steps to doing online retail right.
I bought a new laptop. I decided that the old shoulder bag wasn't going to do it for me anymore. Not only is it way too stuffy, ugly, and obvious to thieves, it's quite uncomfortable, especially with the monster laptop I've got and its brick of a power supply. Way too heavy for a shoulder bag, I'd only be dragging one set of knuckles.
Here's how eBags got my money:
 - I knew I wanted a backpack. And like a good little online shopper I did my homework... on Google. As of this writing, and when I was looking for it last month, eBags showed up as both the top premium sponsored search result, and the first natural listing result. No way I was going to miss them.
 - When I clicked the Google link, I went right to the page showing laptop backpacks (seems obvious I know, but so many AdWords users link to the their front page from a specialized word buy like that).
 - I immediately starting comparing laptop bags. Looking at them, sniffing around. I had about 8 tabs open in FireFox, one for each bag I liked. Then I noticed something... eBags will let me view them all side-by-side in a comparison. Wow. Exactly what I want. Because it's my thing, I tried to break this and the functionality of the site was smart enough to keep me from messing it up. The comparison chart is very well done showing me all the features I care about, in a side-by-side way. Extremely intuitive.
Only suggestion: make this page with a special URL once I've made my comparison group so I could copy the link and send it to a friend.
 - Each product page has a link for me to send that page to a friend. I didn't use this at this time, but that's something that is used for sure, and is a great way to market.
 - The big question I had was "Is this going to fit my monster laptop" - eBags read my mind. Each page answers that question specifically. I clicked the link "Will my laptop fit" and up popped a list - I found my laptop, good to go.
 - The last question in my mind - is this laptop as cool as it looks? So I started reading customer reviews. Right on the product page! One guy has my exact laptop, and loves it. Read most of the reviews - enough that any last shred of anxiety was gone. I wanted to buy.
 - FREE Shipping. 'Nuff said. This bag was a great deal to begin with, and they'll ship it for free. Any last shred of restraint I had was gone. Do they build shipping into the cost of the bag? Of course! Who cares? I felt like I got free shipping.
 - The checkout process was standard - well done, fairly easy to understand, mostly clear, nothing I haven't seen elsewhere (which is good - no learning curve).
These things did stand out:
- I didn't like the way they made me set up an address first. That was weird - and at the bottom of this (and EVERY page) was a box asking for my feedback. I send them a message saying that stunk. I don't know if they read it, or even care - but I felt better having expressed my frustration.
- At the conclusion of the checkout process - there was a link to cancel my order. I've done this before - order something, and 5 min later regret it. Realize you messed up - have second thoughts, etc. Having that right there was a very nice touch.
 - I got an email confirming my order. It was clean, easy to read, it told me when they thought my bag would arrive, and another link to cancel my order if I wished. They assured me another email was coming when it shipped.
 - When it shipped I got my shipping confirmation, with tracking link to track my order. It shipped sooner than they promised (and arrived sooner too).
 - The bag itself actually exceeded my expectations. Really quite a good bag.
 - They started spamming me. But not really. Every week or so I get
an email from them offering me some great deal on another bag purchase.
I probably won't buy one any time soon, but I feel like these emails
are hooking me up with something valuable, so I'm not unsubscribing.
Ok - here's where they won me over from a business standpoint.
Remember back on step ? It was reading the customer reviews that sealed the deal. I hardly ever submit those myself. And even though I'm happy with this bag, and my shopping experience, I wasn't about to submit a review. I'm too selfish.
 - Today I got an email. It was from eBags. They offered me 20% off any future purchase if I submit a review of my new laptop backpack. Hmmm.... the 20% off is cool - but what made this supreme was that they had one simple link. I clicked the link, and up came the review form. No logging in, no remembering what bag I ordered, no hassle at all. The review was a simple wizard-like process. It was 3 simple steps. I clicked the radio buttons, filling in my feedback and submitted it. I gave a great, lengthy review too! Why is this so brilliant? Precisely because my review is what they need - and they got it. This will help the next poor sap that hits step  seal a sale. Reviews are huge, eBags knows that, and they take all the friction out of submitting one.
 - When I finished filling out the form - they offered to let me redeem my 20% off right then by purchasing something now, or they offered to email the certificate to me. I opted for the latter, but I bet they get some good impulse buys right then too.
That is a masterful ecommerce execution.
A laptop bag is a nothing purchase. It's not like I'm buying a computer, or a car, or even a book. The likelihood of regular repeat business from me is small. But I can tell you this - if I ever need a bag for anything, I won't be shopping around. They've completely gained my trust, and I'm a customer for life.
Things eBags didn't do:
No big bold red flashing swishing swooping. No flash, no animated gifs.
No empty promises.
No confusing shopping experience.
Note: Putting together an ecommerce experience like eBags is not inexpensive. In fact it's a whole bunch of money. But if you are going to do retail online - you owe it to your investment to do it right.