Josh Berman

The Olsen twins are entering the e-commerce style world. Mary-Kate and Ashley Olsen will help design T-shirts for StyleMint, an online recommendation/subscription site set to launch this July.

While traditional e-commerce retailers like Amazon and eBay tout their massive catalogs with millions of products as selling points for consumers, a host of new start-ups are looking to do just the opposite: make buying decisions easier by limiting choice.