I think I posted this in another thread about similar companies, but I'll add it here in case it was on another forum. As someone with significant experience in site design and ecommerce management - I've developed an eye for sites that come packaged as templates. On the one hand they are a quick way for a startup to have a slick image for a very low price (much lower than hiring me - that's for sure!). On the other hand there is a big difference between someone using templates for a turn-key site backing a family restaurant, auto repair shop, cellphone accessories store, etc... and someone selling mid to high-end electronics.
I've seen so many companies using the same templates over the year that unfortunately (for the handful of honest ones) I will simply refuse to do business with any ecommerce store that uses one. For an example
look here. Notice the similarities? You can look at hundreds of fly-by-night operations in NY and LA that will look nearly identical.
The thought process is very simple. If a retailer is supposedly carrying $20K-100K in inventory... but can only afford to spend $149.95 on the website used to carry out all of those transactions... something isn't right.
The Internet (aesthetically speaking) isn't any different than a B&M business. If you are buying a car from a dealership with a large, attractive building with a service center, and major brand backing... you can be reasonably assured that they will still be there 40K miles later when you have a problem with your car. If they have a tent in the corner of a parking lot and a travel trailer for a sales office... no matter how much off retail they are asking... you are going to be on your own from the moment you hand them the check.
I would rather buy from an ecomm site that looks like it was designed by a 5yr old (provided it is the site for the MANUFACTURER of a niche product) - than something that is visually appealing but was obviously bought of a template site rather than developed and supported in-house.
Bottom line: If you can afford to
regularly cut 30% off the price of $5K speakers, but can't afford to pay a web designer $2500 for a custom website... something smells.