Dot com addresses are assumed to be in the US, or at least catering to
US customers.  I didn't see any mention of shipping to US addresses:
there should at least be an estimate of the cost and time required for
shipment if you want US business (and the prices, all in US$).  If you
don't want US business, the site should have a .uk name.   The areas
to which you are prepared to do business with should be prominately
displayed up front so non-UK people don't get all excited about the
product only to discover when attempting to order that the prices are
in Pounds and there is no clear way to deal with that (unless they
already know about WorldPay).

The product is interesting, byt I have a cat flap in teh back wall and
a dozen cats, so I'm not particularly interested - I would be
interested in somthing similar with electric heat for the neighborhood
strays and ferals to use during our somewhat severe winters.