In general, how would you weight the following ecommerce store attributes by importance to success?

In general, how would you weight the following ecommerce store attributes by importance to success? When starting an ecommerce store there are certain attributes/categories of a store that can make or break the store. Obviously, your store is ideally strong in all of the following or at least a combo, but which out of these main categories are most important? (Feel free to add if I forget something)
Business Name/Logo/Branding Store/website d...

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