Simple, simple, simple.  This was our brief on this site.  No clever stuff just get the products on in a way that does not confuse the user.  The site needs to be good looking but speed and ease of use are paramount.

In fact by today's standards this brief is probably a little restrictive as the days of just posting a list of products and hoping people will buy are probably over.  A site needs to be more interactive and "pushy" to grab the ever decreasing attention of users.