Everyone has given you some great ideas, and ideas that should/may/will increase your bottom line.
That's fine, if the bottom line is your main concern.
I'm going to come at this from a different angle, and here's why...
Thanks to this wonderful world of ecomm, I now had money - what I no longer had was time.
My biz was filling over 10,000 orders every year, and we're members of the Better Business Bureau - have a nice certificate for going an entire calendar year without having a single complaint filed. (Most ever filed in a year were two, and every time the issue had been resolved before the BBB got the paperwork to us.)
2 years ago, after 8 years of ecomm, here's basically what I did.
(1) Outsource everything that is humanly possible.
Tech stuff like a shopping cart, for example. Sure you can purchase one, but why not just pay 20 or 30 bucks a month and let someone else deal with all the upgrades, etc.
Same with employees, but that's another issue.
Your job is to teach/oversee/dream, not 'DO'.
(2) I let about 30% of my products 'go'. After shipping/ phone support/etc., they simply were not profitable - they were a break even. The funny thing was, in my industry, these were some of the sales that my competitors kill each other to get.
I let them have them.
More power to them. I'm sure they are happy that their 'gross sales' are higher, but THEY now have all the problems.
Keep in mind we are talking about thousands of orders a year. Even if YOU do everything right, you are still going to have orders lost/damaged/etc, meaning not only are you NOT making money, but this stuff is taking away from the time you COULD be doing something else to make money.
(3) Treat it like a job, not the all consuming part of your life. Set your goals and hours, work them, then walk away and quit trying to be superman.
I've learned that what a customer/employee may think is an emergency is not something 'I' consider an emergency, where I have to drop whatever I'm doing (even in my personal life) at that very moment to handle.
I threatened to do these things 3 years before I did. Everyone told me I was crazy.
Last year at tax time, my CPA looked at me and said, "Hey, do you realize that your sales were down 30% last year but you actually made MORE money?"
....Yes, I did. I also now have a life outside of work.