Even if you’re not a big e-commerce shopper, most of us enjoy browsing the web for goodies. An impressive—or disturbing, depending on how you look at it—45% of 18-35 year olds spend more than an hour a day scanning shopping sites, according to a 2013 report by the
Urban Land Institute. What’s even more interesting: 91% of those browsers ended up making a purchase over a six-month time period. But while we all have our bookmarked favorites, from Shopbop to Net-a-Porter, the most exciting thing about shopping on the web right now is stumbling upon something unexpected. Over the past half-decade, a crop of cool, gently priced brands have emerged online, capturing the hearts of fashion insiders and super shoppers alike. Here are the 10 labels that you need to know.