Selling prescription eyeglasses online only since early 2010, Warby Parker is already making its mark. WarbyParker.com provides the latest in online shopping tools, such as letting shoppers upload their personal photos to virtually try on a pair of glasses. Shoppers can also use photos of models on the site to see how the models look in various styles of eyeglass frames. “We’re constantly looking at our site to see how we can make a better customer experience,” says co-founder and co-CEO David Gilboa. But Warby Parker goes beyond high-tech. It also lets shoppers order five frames to try on at home, and it offers free shipping both ways. And as a home page video explains, for every pair of glasses it sells, it donates a pair to someone who otherwise couldn’t afford them.

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