Thanks for your opinion, I'll update after there is more to the story. For now, it could just be an order error for which I wouldn't want to raise further alarm bells of a scam accusation.
I have one response from the company on Facebook which wasn't very reassuring. They asked for the order number after I had just told them the order was deleted from my account.
Like I said, I have the transaction ID generated when I sent payment through bitpay so I'm hoping that bitpay will have record of the invoice being paid or the invoice being cancelled after my payment. Either of which would get me a refund or the items I ordered.