Hey Mark -
I know that Fat Nancy's tried the whole ecommerce thing with the last website and it wasn't very successful so this time around they decided they wanted to make it more of an information portal with the ability to post the latest deals/specials in the store along with fishing reports and other information local the area. They will also be able to post about new products that come in and stuff like that. You might be able to call the store then directly and order the product and have them ship it to you, but there will not be an ecomm option to order directly through the website.
As far as the ETA goes - as soon as possible. I just completed the frame work of the site and now I am moving on to the Content Management System (CMS). After that I will be tidying up the graphics and then giving the crew at Fat Nancy's a tutorial on how to post to the site anytime they wish.
There will be an option to subscribe via email to the latest deals and specials they offer as well.
Hope this helps!
Chad