In my latest post for Rena Tom, I explore the details that turn online retail from good to great. While lacking the tactile quality of brick and mortar stores, online shops have complete control over how they are presented aesthetically (a rather rare creative opportunity!) With careful attention to even the smallest design elements, a shop can turn into a unique corner of the web that features mindful navigation, striking design and its own style voice. Community building via a blog or Instagram, creating a unique shopping cart style, highlighting colourways, art directing fabulous opening photography – great online stores are all about the details. To read my post, head over here.

(shops featured above: j crew, douglas + bec, leif and field)