The goal of the Teebeutel Shop was to maximize the potential of the free Dawn theme, ensuring that each category and subcategory/tag had its own unique <title>, <meta description>, <h1>, and <h2> tags. The project also focused on code optimization to enhance Pagespeed. Additionally, improvements were conceptualized for shipping cost calculations, alternative product displays were added, discount promotions were set up, and an external automatic sitemap.xml was established.