Well... Wallop was one of the first... thousand. ;-)
I really hate when people claim they were first on something hoping nobody remembers what came before.
Disclaimer: I helped build one of the first e-commerce applications in Brazil - a supermarket mailed CD-ROMs to clients who shopped and an application sent a text file over the phone (it was 1994 or 1995, months before the first proper ISP launched) and a program on the receiving end would process everything. Payment was money or check, paid upon receiving the merchandise. The client-side was mostly ToolBook and the back-end was Visual Basic.
That supermarket was one of the first to launch a website a year later built upon the backend processes we helped build, but with completely new software. Later in 1996 I wrote the e-commerce site for Brazil's then largest department store. At 10 orders per day, it was a huge success. I usually say it was one of the first and I'm aware of 2 other stores that came before.