The target audience we found most enthusiastic about the products was the ones who wanted products that are completely handmade, zero chemicals and 100% organic. Its much harder to source the ingredients & much more expensive & labour intensive too,.. but it sets her products apart,.. there is no one else doing the same anywhere near us.
It also means that high street prices are irrelevant,.. even the so called "organic, chemical free" high street products contain ingredients many ppl don't like,so prices are set more to the value of the actual product.
Personally I've avoided the online shop software & stuck with the very basic paypal cart. Its easy to control, free & there's still an option to upgrade to the full online shop software once the business has grown a bit. The website link is in my sig if you want to check it out. The website still needs work, it was built in a huge rush trying to get ready for xmas!