Do you know what percentage of visitors to your site put something in their shopping cart, but fail to complete the transaction, i.e. abandon their cart?
If you do, then a big hurray for you! Take a look at How to Reduce Shopping Cart Abandonment: 10 No-Brainers. It's a great summary of things you should be doing to help customers complete their purchase. I particularly like the last one about e-mail followup.
As for the rest of you: are you really serious about this whole wine e-commerce thing?
Even if you're more focused on your tasting room sales, the same rule applies: you can't improve sales without somehow measuring the process. How many people come into your tasting room? How many buy something? What does that correlate with? How can we improve our numbers?
Tasting room abandonment, anyone?