I'm a value shopper, so price (including shipping) is probably foremost. That doesn't mean I will buy anything that is not good quality. I generally only buy only from manufacturers that I know and like. The web site has to be user-friendly and quick to navigate. I don't bother with ones that sell by the half-yard or the quarter-yard (who are they kidding?) I want to see how many yards of a fabric are available, so I don't put 10 yards in my shopping basket only to find out after the purchase that they only have 2 yards available. I love having lots of search features, by color, manufacturer, key words, etc. I prefer to know the manufacturer's name for the fabric, together with all the information needed to specifically identify that design in that particular colorway, because often I'm trying to find "more" of something I already have. Then I want the site to be dependable and to promptly answer questions. Free shipping if I hit a particular $ point always tempts me to buy more. ;-) And I would prefer to be able to use paypal. I also like PriorityMail, because the boxes come quickly and are reasonably priced. Like Ckcowl pointed out, shipping has to be related to the actual cost to ship something.