What does the cryptic crossword clue "All on web, unexpectedly, as store's goods may be? (3-5)" mean?

The wordplay uses an anagram. anagram of ALL + ON + WEB, = OWN-LABEL The answer is OWN-LABEL.

All on web, unexpectedly, as store's goods may be? (3-5)

Times Cryptic #28602 | 13 Across | 2023-05-13 flower