In online business it does not matter whether you are a big player or not.  What is important for any online business however is to make sure that they get top search results from search engines and this is only possible through Search Engine Optimization.  Even if your business is successful on your physical shop, it wouldn’t mean much online if your online shop is not search engine optimized.  Keep in mind that your physical business is only successful to as far as it can reach.  With online businesses however, you can actually cater internationally if need be.  However, it is crucial that you online shop is search engine optimized so you can garner more sales.