I shop online more than I should admit
Presuming honest & legitimate these are my thoughts.
I like to be able to ask a question and get a prompt answer, and if I ask to be removed from a list, that I am removed. (I use individual email addresses for the various places I sign up to, that way I know who sells/gives out my address - but sometimes means I can't remember how to leave a place)
When shopping I like to be able to shop, not wait for stuff I am not looking for to load or dodge unrelated pop-ups/unders, and to find what I am interested in reasonable easily. It is no harm to suggest other items related to what the customer is looking for though, I have impulse purchased that way
I like to be able to calculate the delivery into my costs before getting to the paying stages.
But my main bug-bear is, if a shop accepts orders with a form they be able to accept the delivery address. For example I don't have a house number, street name or zip code. I have often been unable to order (which is OK-ish), or able to order but the shop unable to process, goods... which can be time consuming and a nightmare to sort out. Grrrr
Reviews are good, I like them too. Good luck with your project!