your shilled ICO is about building e-commerce website on block chain, I have not read deep but I guess it is block chain version of magento so similar platform this is good idea.
Speaking of successful ICO, in fact, the success with the buyer is reach the hard cap. That is a supper success.
For the buyer, they need to see the promised product to be develop well and timely. that is a success. The price of token will be decided by the market.
Back to your ICO, everything sound perfect, just 1 thing I dont know if the speed of hosting website on blockchain is quick enough compared to the traditional hosting. That might be the biggest obstacle that need to be overcome