The past couple days I've been talking about getting more people to your site with epic content, keeping people interested with newsletters, and using intelligent recommendations to increase order size and volume. All of those help you get more orders which is what you need when you're just getting started. Once you've had your store up and running for a while it's time to take a look through your catalog and refine it. Are any products doing very well or very poorly? Which ones are just bad products and which need a marketing push to make them successful products? You can do all of this with reports.
