Nobody wants pretty shoes that hurt after ten minutes of walking. I also think about how easy it is to track a parcel once it ships. Personally I like a mix of design, comfort and realistic pricing. In the end it is all about finding what matches your own habits and lifestyle. I like when they mention whether the fabric has stretch or not, that detail matters a lot. Recently I have been testing several online eyewear shops to compare frames and lenses.
If anyone is interested in real user experiences, I sometimes write short notes about the shops I test.
You can find one of the pages here:
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Nose pads that are too hard leave marks and feel uncomfortable on the skin. Reviews that mention long term use are more valuable than comments written on day one. Smaller shops can be surprisingly friendly if they care about repeat customers. Many people do not mind waiting if they understand what is going on. That is why I sometimes leave comments myself when I test a new shop or product.
Just sharing my personal feedback.