Visiting Kmart or Walmart online is much like visiting one of their physical stores. The sites are full of online shelves where customers buy basic merchandise at cost effective prices. There isn't a whole lot more. This is as expected.
When offering your wares on line, whether services or products, consider your online site as another physical location. What is it that makes your business stand out? Do you offer quality merchandise with professional advice? Do you offer bargain basement prices and efficient delivery?
Keeping your brand and extending your business to online will be easier if you keep your identity consistent between the physical and online locations. Just because you add an online entity to your business doesn't mean that you need to go from being a Neiman Marcus to a Walmart.