From a design standpoint, here are my observations:
Best of luck!
The only expectations you need to meet are your own. If you ever see comments here that don't fit the community guidelines - insults, unprofessionalism - anything along those lines, please flag it here. We won't tolerate abusive comments.
I agree with Bea's points in general, and they warrant serious consideration. What I would suggest is that you take a step back and think about your business from a bigger perspective.
A huge part of e-commerce is creating a brand that visitors connect to. Think about a popular tool company. For example, DeWalt. Everyone knows the DeWalt colours and logo. When you hear DeWalt you think of their yellow and black power tools. Now, of course this didn't happen overnight but it's important to build your businesses foundation correctly from the beginning. You need your website to be functional and distinctive, and to clearly and relevantly articulate what your brand is all about . Currently, your site is too plain, there is no identity.
Here is the DeWalt homepage:
You'll note a few things: Their logo is clear and distinctive. You can't mistake the colours for any other brand. The menus are clear, functional and relate to each other. There is an interesting, original image that showcases one of their products in use. And, there is original, interesting copywriting that affirms the quality of their products in an inspirational way.
I'm not suggesting you copy everything about DeWalt, but there are certain standards that you'll want to make sure you adhere to so your foundation is solid so that as you build everything fits together. An overall strategy is needed. Start by creating a marketing plan -it's an outline of your business's big picture: Who you're targeting, what channels you're going to use to communicate, your writing style, sales tactics, and goal setting. A marketing plan is your map to success. Without it there's a good change you'll feel lost or that you're 'shooting in the dark'.
Once you've created a marketing plan, start crafting the details about how your brand will be represented in images, colour, and text. This gives you a guideline on how to maintain consistency in your brand's image. This is a great guide on how to do that.
Finally, when you've got a website that effectively communicates to your target audience and is navigable you want start purchasing online advertisements to bring traffic, and as much as you can. I would start with Facebook ads using our free app Kit.
I hope I haven't overwhelmed you with information. But, if you follow these guides your chances of success will increase ten fold.
Love to hear what others think.