mcbloomer,
That's a really tough question to answer since there are a number of factors to take into account.
1) Does the site need to interface with your POS system? If so, your options for companies from which to choose may be limited. Your POS provider can tell you the companies that have shopping carts compatible with their system.
2) Do you have the time and knowledge to maintain the site after it's up and running. Just like merchandising you store, your site needs to be updated at least seasonally to get the most benefit. If you have neither the time nor knowledge, part of the price consideration must include ongoing maintenance fees.
3) Does the webmaster provide assistance with marketing and/or SEO? If so, how much assistance and at what price. Do his/her current sites place well in search engines for their targeted keywords?
4) Do you already have web-ready custom product images? If not, creating these (as well as the product descriptions) will take time and money. Again, the cost will depend on how much you can do yourself.
I know florists that have initially invested more than $50K for sites that have done poorly as well as some than spent less than $1K and do really, really well. Depends on the appeal of the site as well as the prevailing competition for your keywords.
HTH
