You went into great detail about what features it had that would be convienent for me as an owner, and there seemed to be a hint at some of the customer features, but what is their online shopping experience like? Do they have search, navigation, categories, pictures, images, reviews, etc?

I feel as though you are only explaining the benefits of using it for half of the equation. Does this assume that you've already "sold" your product and you are not truly an online retailer? Or a simple product company?

What target "check-out" scenarios does this cover? Maybe that's why the customer story is absent.