For me, in no particular order, the following are important:
● Clear, attractive, up-to-date, easy to navigate website - it's the first impression and should show the owners really get that concept
● Clear pricing - minimum order amount, unit size, quantity discounts (if any) ... would love to see more sites give quantity discounts, even if just on full bolts
● Email, phone, and postal contact information - direct email connection is the best
● Newsletter or email list sign-up for newsletters and/or sale notifications
● Complete descriptions of fabrics offered - manufacturer, pattern repeat, yardage available, etc
● Sharp, good-sized photos large enough to show fabric patterns
● Clear policies, easy to find on site - shipping, returns, backorders, samples
● Ability to order by phone or mail - ability to call with CC# instead of entering it online after ordering
● Exceptional search capabilities so guest can locate exactly what they are looking for without going screen by screen
● Some evidence of the owners' personal touch - photos, a welcome message, 'about us', that kind of thing
● Physical location of business, city and state, clearly placed on the home page - customer should know, before ordering, how far goods will have to travel
● Exceptional customer service - if a shop goes the extra mile for me, they have a customer for life and I do not hesitate to recommend them to others
Price is important, of course, but if a shop has all or most of the things listed above, I will pay more per yard to shop there.