What are things you wish you could offer to your customers more but currently can’t unlike the big guys?

Been speaking to quiet a few customers for research purposes to learn more and it seems that concerns amongst them is quite similar:

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1. Searchability: finding small merchants
2. Trust: How do I trust a new brand?
3. Paying for shipping and returns
4. Cumbersome returns and exchanges process
5. Getting credits instead of refunds
6. Bad quality of material etc.

What stops you from improving your customers' experience and what is your biggest bottleneck in running your small store?