My favorite from these is BikeByMe.com. Very Cool. There are other designs that will convert better, but none are more fun. 

I'm in favor of ANYTHING that helps customers move toward a conversion point faster. This is my favorite line from this post about clean ecommerce store designs: 

More and more companies are ditching lots of color, models and movement on their websites in favor of more minimal design schemes.

I attribute this "simple is better" trend to the strength of A/B testing. The more testing you do the more simple your pat to conversion becomes (it is inevitable). Good Ecom design tips here for 2013.