Lots of online shops are getting into the “crowdsourcing” thing. I first remember this happening with Threadless, where they let their site visitors vote on which tshirts they would produce next. It’s good for the merchant because they know exactly what their audience wants and, because that audience is voting, they’re invested in the proces and outcome too.
Modcloth has it with their “Be The Buyer” section – you can vote on the fitters you’d like them to make and if they do produce what you voted on, you get an email once it’s available.
Today I got an email from Uncommon Goods announcing they’ve just started a similar program where users get to vote on the products they’ll carry in the future. I cast my vote for the Astrology Necklace: