For me its really all about cost and description...I have seen things with beautiful descriptions and horrid photos and bought them based on the description alone
but I have seen beautiful photos and crap descriptions and I won't buy it because I feel if the artist doesn't care enough about their work to give it a description and allow the potential buyer to know what inspires the artists....why should I care?
What I look for is a good quality product that is worth the money I pay for it. I don't have a lot of money to spare, but what I do have I want to be put to something that is worth it. An honest and friendly seller is a big plus as well. And since shopping online relies a great deal on what you see on your screen, good quality photos are must. For me anyway. If I can't see it, I won't buy it. A detailed description is always good as well, that way I know what I'm getting. I do take the time to read everything, I like to be an informed consumer. Sales (and such) every now and again are good, lets the customers know you appreciate them, but I don't solely purchase on sales.
It's a combination of a few. I want someone who puts love into their pieces and makes each one special. I want the work to be of good quality and to be unique. Decent pictures of the item is DEFINITELY a must, because if not, then you honestly don't know what you're getting... And sales/deals are a plus, but not a necessity.
Unfortunately my main issue with buying items online is transfer of payment and the item. I don't have a paypal account as I don't have much money to spend anyways. And also the postage problem has to do with me living across the world from most artists I would like to buy off. But if there were any Queenslander artist out there, I would most likely buy from them, but not from half-way across the world.