Hi,
Let me first say that I am a frequent reader of these and other forums and there are some fine and inspiring individuals here. So I bring this to your attention:

I am in the process of building an online store, retailing personal security products (such as self defense devices). I see that there are already hundreds of websites on the internet selling these products. I would like to know what I need to do to make myself stand out from the competitors, how would the website be promoted, and who is my main target market. Who buys these products and why?

Anticipating a prompt reply, thank you for your help.