6. Danni's Hard Drive

So the early 90s were an innocent time, but that all changed when, in the spring of 1995, model Danni Ashe created Danni's Hard Drive. Ashe started out in newsgroups after hearing her pictures were being posted there and soon after that she hired some programmers to build her site.

Not satisfied with the result, Ashe studied HTML and built her own site, which she ran single-handedly for over a year before bringing in extra staff. Ashe went on to become the Guinness World Record holder of the title 'Most downloaded woman on the Internet', in December 2000, when it was confirmed that her image had been downloaded over a billion times.

7. MP3.com

It wasn't just photos that we'd be downloading, though. In 1998, along came MP3.com, without which there would have been no Napster, and no iTunes. MP3.com was to popularise the MP3 format of digital music, offering downloads of unsigned bands, which people would have downloaded and transferred to their iPods, had the iPod actually been around at the time.

"I remember downloading my first few MP3s from MP3.com while ripping my own CDs. It took something like eight hours to rip and encode a single CD," says Slashdot's Rob Malda. "A year or two later, tiny devices like the Rio paved the way for the iPod. I can't tell you how powerful it felt to browse what felt like an infinite number of songs."

8. eBay

In September 1995, programmer Pierre Omidyar founded AuctionWeb, later renamed eBay. It's been responsible for turning stay-at-home mums into successful businesswoman, and lists Damon Albarn, Gordon Ramsay and Meg Matthews among its sellers. It's also known for a decommissioned nuclear bunker and the image of the Virgin Mary in a decade-old toasted cheese sandwich.

Brian Groth, product manager for Windows Live at Microsoft is a fan: "Not many sites can claim to have created and ridden their own zeitgeist, but eBay did – and it still is! Its simplicity is its genius and the feedback system is a shining example of how seamlessly self-regulating internet communities can work. A further testament to its success is that it's the only website on this list that's created a viable new career choice – the professional eBay trader." eBay was ahead of its time, adds Wikipedia's Jimmy Wales. "It really was Web 2.0 before Web 2.0 was cool. eBay is all about having ordinary people contributing the vast majority of what's going on at the website."

9. Amazon

Another company that was Web 2.0 before the term was coined is Amazon, founded by Jeff Bezos in 1994. Bezos had originally planned to call the site Cadabra, until in a moment of clarity he realised it sounded uncannily close to 'cadaver'. And so Amazon was born, initially offering books but now selling everything from watches to lawnmowers. Not only did it popularise online shopping but its focus on user reviews paved the way for sites such as TripAdvisor and Epinions.

Match.com's Jason Stockwood says of Amazon: "Many people had huge reservations about using the internet, and even more about ecommerce. Amazon led the charge, and continues to play a crucial role in encouraging a wider demographic to feel comfortable surfing."

10. Boo.com

Not every site was as successful. Boo.com was set up at the end of 1999 selling branded fashion clothes, but went into receivership just six months later, after burning through more than £100 million. The site was big on Flash, with its 3D views of clothes and virtual shop assistant Miss Boo. 56k modems weren't ready for it and shoppers stayed away in their droves. But perhaps Boo was just before its time: does a 3D view of the product you're browsing really sound so ridiculous now?