Small pictures, blurry promo header, too much orange, too much white, poor graphic design, no point of difference, boring, and unreliable (I clicked through to the shop but your site is throwing up a 503 error).
That's only partly true, in my opinion. I could build a cabin pretty quickly, but whether someone would want to set foot inside is another story. Internet users today have certain expectations in what they want to see in a retail site and for every 1 legit site, there are 10 shady ones. A professionally designed/built site will almost always stand out from from the amateur or shady sites. Since you've worked in the industry for 18 years, I'm sure I'm not telling you anything new when I say that you need to present the cleanest, easiest and most polished presentation possible for your customers.I have found it is much faster to do it myself rather than redo it.
From a purely personal perspective, I tend to go for the actual products for sale on a site, together with their respective prices, rather than any artistic indulgences on the part of a web designer.I'm sure I'm not telling you anything new when I say that you need to present the cleanest, easiest and most polished presentation possible for your customers.