Best prices, vast selection, user-friendly website, prompt and undamaged shipping (and free, more often than not), and excellent customer service. The most recent example: I ordered a Olympus 14 mega pixel digital camera. Upon arrival, I discovered that along with the camera came freebie.
The freebie was a Olympus binocular and I was really happy to have got it. I had made purchases earlier from HomeShop18, then the shipping time of products was not so quick as it is now. Also the fact that my last issue was resolved quickly by the customer care support team made me purchase again on the site. Outstanding indeed.