At first glance, Whellwell is much like any other automotive parts website. Where it excels is in its integration of a social networking service in the same site. I'm a stalwart supporter of the notion that "less is more," and I think that Wheelwell does an excellent job of this by offering an extensive amount of content in an accessible space. Jumping from your newsfeed to your shopping cart is seamless, and the ability to connect with your peers and other car enthusiasts while shopping is the parts-buying experience that the internet needed. Wheelwell has cultivated a tight-knit community, along with a healthy business culture where the customer actually belongs and feels valued.