Independent shops online have become very common in the world of buying and selling, so it's important to be sure your shop stands out from the pack. Here are a few tips on making sure your shop is seen and remembered online:
Position yourself. Write down clearly who you are and what you do, and use this as a reference for your decision making. Don't be afraid to go niche: if you are the premiere wood-carved necklace crafter in Indiana, say so, and live up to it.
Choose Your Products. Choose products that fit your positioning. You might sell leather cuff bracelets in your offline jewelry shop, but decide your focus in your online store to keep it simple and branded. Also, be conservative and choose your best selling or most unique, hard to find products. Your product mix can help you differentiate yourself online, so choose wisely and don't be afraid to make a statement.
Engage your customers. Allow them to send feedback on products.
Use your blog to get your customers interested. Have an interesting backstory on your product? Want to give your customers some insight into how it's made? The more intriguing you can make your product, the more your customers will want it.
Brand your shop. Give yourself a name and common colors/graphic even in your online store so that people will easily recognize your brand.
Make it personal. It never hurts to remind your customers that they're supporting a real life, independent craftsperson. Send your items with a little thank you note, or even a small free gift. This kind of consideration is always noticed by the customer, and they'll be more likely to want to support you again in the future by ordering again, or referring you to a friend.