The last time I looked online for something I didn't find what I wanted because every website had the same thing. I'd like unique looking jewelry, pentacles, rings, earrings, etc.

"online stores really do well with tons of marketing...you would need to constantly work on getting your site noticed..."

Yep. It's helpful if you know something about search engine optimization. Online marketing can be very effective, but it takes quite a bit of work. There's a fine line between spamming and advertising, too... Got to be careful. Connecting it with offline, festival promotion is great... taking out print ads (even classified) in appropriate magazines... and offering sample sales on ebay can all be useful.

Most important aspect of marketing online (and off) is the USP - unique sales position. What do you offer that others don't? You might even carry the same products as another vendor, but beat them out if your USP is friendly sales contact, a humorous touch, faster or cheaper delivery, etc. For marketing purposes, you need to be able to sum up your USP in a single sentence or two: The only online source for genuine [fill in the blank] products at affordable prices. Unique products with friendly service. Etc... (only be more creative about it!).