1.  

Offer a wide range of wines, including numerous wines the chain stores don't stock, preferably offer some scarce wines and classy wines from smaller producers.  Show vintages on all vintage wines and keep the site up to date.

2.  

Have competitive prices (when delivery is factored in), or at least some very competitive specials at good prices.

3.  

Deliver quickly (with a reliable courier) and accurately (right wines, right vintage), let me know if there will be a delay in getting stock.  Be willing to hold delivery in hot weather.

4.  

Have a good policy on corked/faulty wines.

5.  

Have a reliable, secure online ordering system.

6.  

Offer prospective buyers incentives to be a regular customer, eg price matches, extra discounts for buys over a certain amount.

7.  

Respond promptly to email enquiries.

8.  

Be willing to chase up new vintages, scarce wines.

1.  

Claim to be have the "biggest range at the best prices" or something similar when it's patently obvious to anyone who has half a brain that the claim is ridiculously false.  If you are telling such blatant lies on your home page, why would any serious wine buyer continue?

2.  

Fail to list vintages.  The price would have to be pretty special to get me to bother to even ask by email..

3.  

Fail to keep the site updated.  Obviously out-dated vintages and lack of new releases makes me go elsewhere.

4.  

Have all your prices at rrp or close or even over, with little discount for case purchases.  The regular buyers know about 'street' prices and 'best' prices (and communicate with each other regularly), why would we buy at un-competitive prices?

5.  

Have little available on-line that can't be obtained (cheaper) at the local wine-store.  We are looking for wines we can't get easily elsewhere, or wines that are a good deal.

6.  

Debit our credit cards immediately on order and then take 2 weeks or more to deliver (presumably as you get the wine in from the distributor).  If the wine isn't in stock, don't debit the card until it is confirmed available and ready to ship.

7.  

Take days to respond to an email, or don't respond at all.  Ignore constructive criticisms and suggestions :-(

8.  

Have pages of legalese in the background passing all responsibility to the purchaser once the wine leaves your shop, even if it's the wrong vintage!

9.  

Over-hype wines, especially where it's well known to be a lesser vintage.