Would it interest you to know that most web users don't come to your site to appreciate the attractiveness of the design? That's not to say that an attractive web design isn't important.
However, the majority of site visitation happens because the consumer was motivated to look at your site to see if you could give them a reason to purchase from your e-commerce business.
The web is based on small resolution sizes. The words read online aren't even as clear as newsprint. The pictures are often low resolution and a computer screen can tax the best of vision.