For the housewares, I think Uniware did do that keyword before, so Google think this site could be for ranking purpose to do backlinks, not just for introduce the site. That make me understand that, when you did backlinks please do naturally, then the Google will think you are really a good site, a lot of people referral your site, Uniware is helpful.
For E-commerce website, what is the most important factor? I think is the trust, when people trust you, they can easily buy your staffs, such as the Coach website, their price is really high and even no discount, but there will be a lot of orders, they are wholesaler but they do retail, they profit is much higher than wholesale.
So, this is why I think, Uniware can do this kind of business, the website cost is low, maybe I am the only cost for Uniware, If I can cover the fee, the boss will