I've been buying books from Avalon.ph since 2006 or 2007. I've found some Umberto Eco books from there and other books about literature and reading that my sister and I enjoy reading. Sometimes I even buy books as presents for friends and family from that online store.
It's amazing how Jasper Ong runs that store. He seems to keep in mind what his regular customers or "suki" like reading or buying. He also responds quickly to emails or comments on Multiply and/or Plurk. I used to just email him for something I am interested in but now at least I get to interact with him and other regulars via Plurk. Aside from books, he's been selling Moleskines too. My boyfriend's really loving Moleskines so it's no surprise what I am getting him for Christmas and Avalon happens to be my reliable source.
Their website has improved throughout the years too. To me it's more user friendly and robust in terms of features. I do hope that more people will go to his shop and buy awesome books for themselves or for their loved ones.
Right now, I've got another Umberto Eco book from Avalon. It's "Travels in Hyperreality" and it just so happened that I saw it on his shop last week. :D Yes, he makes it easier for fan girls like me to feel giddy. And right now, he's offering the first 9 customers to order the large Reporter type Moleskine a 9% discount. Argh, tempting, tempting. But I've got several notebooks I have yet to use.