here's another one for you Andrew. I added a lot of different "products" in the background of the circle. I'm not sure if you can see the detail in these small thumbnails here...
While we like the feel and fun style to it, this logo seems more like the cover of a comic strips book or something from the Sunday Comics.
The mascot is cute, but the overall picture is way too big and busy. I'd lose the shopping bag for starters, and just go with the boxes. Maybe have him holding them in a different pose.
The logo itself doesn't do anything for us. It needs to be strong enough of a logo to stand on its own, but also work well with the mascot. The overall picture should be more horizontal, than vertical. And the words JOE and SHOPPING should get about equal weight. The .com part can be a lot smaller if need be.
Basically, the overall logo just takes up too much real estate. Try thinking more in line with a Web 2.0 type of font for the logo, and also think of something that would fit across the top of a website, rather than something that is a fun drawing that'd look good on the cover of a book or T-shirt.
Also, in reference to the mascot himself, try to make him a little more handsome and a little less dopey. He looks like a fun, regular dopey kind of dad, but we'd like him a little more together.