Mall.com feels less like an e-tailer than an e-scalator, delivering you to the doorsteps of nearly 120 sites run by such established vendors as Macy's and Target to Williams-Sonoma. The Austin-based site exudes as much personality as a brick-and-mortar suburban mall. But you don't come to a hypermart for character; you come for the variety and the brand names, and that you get.

KUDOS A good search engine. When I typed in "V-neck cashmere sweater," 23 possibilities were returned.

GRIPES Even more choices, please; 22 of the possibilities were from one e-store, Lands' End.