There could be several reasons why people are not shopping on your website. Here are some potential factors to consider:

1. User Experience (UX) and Design: The overall design and user experience of your website play a crucial role in attracting and retaining customers. If your website is difficult to navigate, has a cluttered layout, or lacks clear call-to-action buttons, it may deter users from making a purchase. Ensure that your website is visually appealing, easy to navigate, and optimized for mobile devices.

2. Slow Loading Speed: Slow loading times can significantly impact user experience and discourage potential customers from browsing or completing a purchase. Studies have shown that even a one-second delay in page load time can result in a significant drop in conversions. Use tools like Google PageSpeed Insights or GTmetrix to analyze your website's loading speed and make necessary optimizations.

3. Lack of Trust and Credibility: Building trust with customers is crucial for e-commerce success. If your website lacks trust signals, such as customer reviews, security badges, or clear contact information, visitors may hesitate to make a purchase. Consider incorporating customer testimonials, trust seals, and secure payment options to enhance credibility.

4. Insufficient Product Information: If your product descriptions are incomplete, lack detail, or fail to provide relevant information, it can hinder the purchasing decision. Ensure that your product pages contain high-quality images, detailed descriptions, sizing charts, ingredient lists (if applicable), and any other relevant information that helps customers make informed decisions.

5. Competitive Pricing and Offers: In the highly competitive e-commerce landscape, pricing plays a significant role in attracting customers. If your prices are significantly higher than competitors offering similar products, customers may choose to shop elsewhere. Consider conducting market research to ensure your pricing strategy is competitive and offering special promotions or discounts to incentivize purchases.

6. Ineffective Marketing and Promotion: Even with a well-designed website, potential customers may not be aware of your brand or products. Evaluate your marketing and promotional efforts to ensure you are effectively reaching your target audience through channels such as social media, email marketing, search engine optimization (SEO), and paid advertising.

7. Lack of Social Proof: Social proof, such as customer reviews and ratings, can greatly influence purchasing decisions. If your website lacks reviews or testimonials, it may be challenging to build trust and convince potential customers to make a purchase. Encourage satisfied customers to leave reviews or consider implementing a system that rewards customers for providing feedback.

8. Shipping and Return Policies: Complicated or expensive shipping options, unclear return policies, or lack of flexible payment methods can deter potential customers from completing a purchase. Ensure that your shipping costs are reasonable, clearly communicate return policies, and offer various payment options to accommodate different customer preferences.

It's important to analyze your website analytics, conduct user surveys or usability tests, and gather feedback from potential customers to identify specific pain points and make improvements accordingly. Consulting with a professional web designer or digital marketing expert can also provide valuable insights and recommendations.