I have gone through your site. Though it looks good, there are quite a few things missing on your store which if added can really make a lot of difference to the user experience, conversion rate and your overall sales.
Logo & Favicon :
Logo & Favicon -- Your logo should be highlighted clearly with your brand name. Add a favourite icon so users can locate your webpage easily.
A lot can be done to your homepage to make it more informative & attractive.
Your customer views this page to have an in-depth view of the products and services you offer.
Please check our fully functional Demo Store
Hope these suggestions are useful for you. Wish you many more sales in the future. If you have any queries, do let me know here.
MS Web Designer | Task4Store
20,000+ Tasks Completed | 1000+ Happy Clients
Want to modify or custom changes on store hire me.
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Cal here from Shopify, thanks for reaching out to us. I can see you received some really great feedback so far on the site. I do agree that there is still a lot of work to be done on the branding side, but your question is specifically about your audience. So I won't go into depth on website critique, which I'd be happy to do if you wanted later.
When considering your visitors, we first need to know how you are attracting this traffic. Without knowing the source, and a little more information on the demographic (that is, what age they are, where they are from, how you are targeting them), we will find it hard to provide feedback.
Have you developed a marketing plan? How did you establish a demand for your products among that demographic?