The rise of the online-only brand marks a new generation of e-commerce. For consumers, it represents the rise of more-affordable, higher-quality brands that will come to replace many things previously purchased through traditional retail. Watch in the next year as more online-only brands emerge. How about online-only watches? Cereal? Makeup? The opportunities to build mega-brands online are just beginning. Entrepreneurs and investors are already piling in. Now it’s up to the consumer to decide the winners.