We will be integrating with shopify for our online cart/checkout solution.
While beyond nature is a good example of what we want, it isnt what you would call "web 2.0", its still rough around the edges. However http://www.optimumnutrition.com is web 2.0 / apple-ish., looking for a softer look than what beyond nature provides.
Target audience is middle age, US based, educated. Interested in improving health by taking supplements.