One of the most frustrating things about doing stuff on the web is that you have to assume that people don't know how to do things and point them in the right direction. So if they are able to have a custom choice, give them the an easy way to get to it.
Having had a run around the site on my ipad, a few things stand out.
1. There is still a test item in the shop.
2. The way the tables and photos lay out looks untidy in the shop - you have a mix of landscape and portrait photos, and different amounts of text with buttons on different lines. It doesn't affect functionality, but being consistent makes it look slicker.

3. To buy a bat, you click on a photo, it grows, then you go through to the purchase page. If you change your mind and go back, or if you decide to buy softs, the big photo stays there and takes up too much screen estate so it isn't possible to use some of the other links.
4. The softs section of the shop should show what each of the items looks like. People buy with their eyes, and the nice comfortable inner thigh pad is described well, but what does it look like?
I think, with a few tweaks, you could make it a great information centre and shop front for Aldred.
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