Online shopping is constantly evolving with new features, technology and design. In 2006, an estimated $108.7 billion was spent shopping online. Many advances have brought us to this point, and new ideas will continue to change online shopping in the future. Rand Fishkin, CEO & Co-Founder of SEOmoz, writes a good article about 17 new rules for successful eCommerce websites. These are great tips should be followed by any online retail site that wants to make online shopping a better experience for their customers and increase their conversion rate. It’s the small things that matter sometime.