Online stores have the unfortunate stigma among web designers as an easy build, one where much of the code and design aspects from previous projects can be reused and slightly modified to create a site that appears personalized on the surface, but is in fact a generic build; however, in my experience, a store's success is greatly dependent on two factors: Its aesthetic and its functionality, not just at a macro, but also a micro level; both are simultaneously interconnected and yet very separate concepts. For example, having an animation for your menu bar that appears sophisticated would be both aesthetically pleasing and functional, as long as the timing is correct, but only if it matches the overall theme of the site. It would be detrimental if you, for example, had an animation that caused a sub-menu to fade in when your site is designed around the doctrine of having all information and user interactions available upon loading, with no user-based actions or movements revealing or hiding information or segments. It may appear to be a small detail, but a user would most certainly, at the very least subconsciously, notice the discrepancy, which would then cause a break in their attention and overall flow, causing a slight but negative shift in their opinion, which would be avoided via the use of a more appropriate animation. It's the small, personalized details of a site that contribute and ensure its success, not just the macro-level ones; this is the philosophy I adhere to.