Big companies are often the winners on the web because they have the resources for complex web sites, can get supplies in large volumes, and can implement more effective technology for tracking their clients and suppliers better. Small companies can win, however, if they can find a specific niche need that hasn't been met. Trying to offer a price advantage with your site can kill you if you are not careful. Your profit margin can really get too small or become negative. Consider other ways to get a niche market.
Speed is important.
The reason many people shop online is they can save time. If your web site takes too long to load or is too cumbersome to use, it will get lost in the noise. Notice how other sites offer an option to the user to bypass the introduction. Avoid the use of too much technology on the site. Content is what sells, not the technology.