The focus of the web store Should not be based on your current customers; don’t think of this as a new way for current customers to purchase from you.  While the previous is a bonus benefit; you want to treat this web store as you would a new business.  

If you created a new store in the next town would you be expecting your current customers to go 30 miles away to purchase from your new store?  Obviously not, you would market the new store and try as hard as you could to attract new business in new area.   Your web store is the same focus on expanding your business by drawing new web clients.