Help Please - Your Ideas Needed - How to Take a Sleeper Company to Online Success?

I have a friend with a modestly successful family run company (better than 6 figures of yearly business) who is looking to start up an internet sales division.

The company sells candy. Currently they are importers and sell in bulk or wholesale. Some of the candy comes from their family, and a lot of it is from other sources.

My friend is thinking to set up a store where people can order the candy direct in some kind of pre packaged gift baskets.

They have a website online for the distributors currently (oh, it is a disaster lol) but this would be a fresh site aimed at the private consumers.

I noticed last night that it appears some distributors are selling some of the candies on Amazon.

Anyway, I'm looking for ideas to toss back on different ways to bring the brand to the web and make it something people will think to visit when wanting to get holiday and gift ideas.

They cover a huge variety of candies. Chocolates to lollypops - so it's not like high end Godivas or anything. They have also been primarily seasonal - meaning the bulk of their business is done during big candy type holidays.

If you were given the challenge to take a company like this and bring it one step closer to the consumer, how would you do it?

Oh, these baskets can also be mixed up a bit and could include some better recognized US brands in them - IE some m&m's could be tossed in.

One of these candies (family owned I believe) I remember getting as a kid at the downtown candy store - roughly 30 years ago?

Would the nostalgia spin maybe give them the best selling point?

Your thoughts and ideas appreciated.