While the first wave of e-commerce was focused on getting access to products, and the second wave e-commerce was centered around recommendations, a third wave has begun to emerge. Taking the best elements of brick and mortar shops, this new kind of retailer prioritizes fostering a connection with clients and building an audience. Through personalization and content, fashion and design can be driven by technology. Using narrative retailing and user input a brand can simultaneously shape its image and communicate its values while rapidly growing a sustainable client base.