Whats up with this website?

[jasondexter]

cybercig.co.uk

Languishing around 150-200 in the rankings, very barely making it above 70. But also ranks for Refillable Electronic Cigarette on the first page. Any ideas whats happening? Not a huge amount of links but I'd have thought it would've been much higher.

I'd love to know opinions

[donford]

Commerce shops are hard to rank especially when they are in very competitive markets. Most of this falls back to alot of flash little substance. That may sound harsh, but let us think it through.

Anybody with $100 or less and very rudimentary web building skills can make an e-commerce site. What are the search engines actually looking for? Unique content! Does this site sell, inform, or offer any information that is not available on another site? Actually only one thing, a brand. If you search here in the US for that brand this site is #1 (google.com).
When you get into what people are likely searching for "e-cig", "e-cigarettes", they are lacking. My guess is because despite having a very attractive looking site, they are offering very little textual information about e-cigarettes and a lack of inbound links.

I sure others may have some opinions but I hope my thoughts help,

Don