There are a lot of variables to consider in creating a successful "e-tail" shop. You may want to conduct more research into good ways to attract qualified customers to your site, plus ways you can develop a repeatable business with a high dollar "back-end."
There's a lot of good information out there about this type of strategy, and some successful retailers have created very good businesses with opt-in lists of 1,000 to 4,000 customers--again, depending on the type of products they are selling, which tend to be very niche-oriented.
All the best. Brad Sugars