This was one of our first custom ecommerce websites. Rated X had some specific requirements that prevented use of an off of the shelf package, so putting together a custom solution better served their needs. They actually have two websites, both featuring their own products and content (photos, etc.), but are both managed from one admin interface. This vastly simplifies updating the site.
Technologies used in this project are ASP.NET, SQL Server 2000 and standards compliant HTML and CSS.