I remember my first impression being negative. Seeing your link here, I checked again.
Thirty second impression:
On the front page, there is no way to discover shipping policies, return policies, etc. Frustrating. Normally, I would have left the site then. Then I looked around the site (pageload after pageload) to try to find them, including adding items to the shopping cart, and still couldn't find them. Am I supposed to email someone via the links at the bottom and ask for the policies? This is really basic stuff, and doesn't boost my confidence in the shop.
Other vendors simply offer a simpler shopping experience than this. I'd rather shop somewhere else and give ENWorld money directly.
-Clint