The checkout is one page. We also have a simplified Paypal checkout option that retrieves all the data from paypal so there is very little the customer has to do to checkout. Also every customer gets emails on when the product is shipped and tracking data. That is one of the issues with this whole issue. You build the site for the customers and customers like it but once you get hit you reevaluate the entire site. By doing this does it cause duplication. Do we need to paginate more? Sure better for Google but not the customer. With little guidance from Google this is like going hunting and just shooting at bushes hoping you hit something.
You do events so maybe things are able to be sorted by dates, venues, artist etc. At what point when trying to make things easier for the customer does that become duplication? Who knows. From a user standpoint I think we are good. We have the site, easy to access the data, very fast, have all the pictures compressed etc. Speed wise in the top 90% or higher. Checkout is fast. Clicks to items is minimal. Issue is you can't sell without the traffic. Currently over 75% of my traffic is coming not from search engines but from customers that have bought from us before and have us bookmarked. We also send out monthly deals that generate traffic. I had a woman call Friday and she said I searched the internet and went all over Amazon and couldn't find this and somehow I found you and it was right there. In our niche we were between 1 -3 for years. Another issue is as a business grows it takes a structure just to handle the shipping and inventory. Many of the little sites don't have the means to do that and you don't set that up overnight.
I do understand your point and when customers make recommendations we do look at them. This whole site was custom made based on comments from our customers.