Don't just think about what you're doing - consider why you're doing it. By all means, look around to see what others are doing with e-commerce, but don't just copy their tactics without understanding how they fit your strategy. You're justifiably proud of it. Two out of three ain't good enough, and the area where most people fall down is in the marketing. If you don't do the fourth, you'll incur the wrath and anger of your potential customers - or, even worse, they'll silently take their business elsewhere.
People do business with people.
This is true whether you're running a corner deli or a multi- national corporation. The Internet offers a lot of advantages, but for this reason alone, e-commerce is difficult. It's just not easy to give somebody sitting in front of a computer screen the same warm, friendly, welcoming experience that they'll find when dealing with you face to face. The Internet lets you automate many parts of your business transactions, but that means you need to work extra hard at helping the people who don't use the automated processes. Answer their questions, even if you've already put the answers in a million places on your Web site.