The most important aspect to launching in a highly competitive market which is very much closed out by our etailers is to establish a niche. Selling to the general market won’t cut it, in the long-term, yes, move toward expanding your market.
Everyone can say that they have great service and a good RMA policy, BUT it is the consumer who will need to experience your service to establish where they will rate it individually and that rating generally turns into a public opinion.
There is no such thing as a good RMA policy, your policy needs to comply with the related laws and the warranty in general. Yes, you can add value to this service, but I that going to be by a case-by-case basis.
Look, I only sell to businesses, but that is only because I have partnered with companies to retain my service levels in regard to distribution and supply. I am still pondering whether I want to take this business online. I have studied it in depth.
You will need a business plan, and you will need to know that you won't be competing against the big brands, surely not in the beginning. Do your research and target your market accordingly, and look at least at a 3-year plan to be sustainable as earlier expectations will drown you.