An efficient catalogue, which will allow visitors to find the products they want easily and quickly. Most of all a site that sells, by demonstrating value and quality. Remember the bulk of the Internet market is US-based. On-line credit card. Faxed credit card.
Customers account number and PO number.
Brand recognition - people will look for your site. Advertising - both on and off the net. Search engines - people looking for your product type. As with any business plan, definition of the offering is essential. The designers of the application need to understand the offering before they start.