I felt the same way at first. I got a confirmation email, saying I would get another email when it was shipped. Several days later, I called the number and the phone was answered by a woman with an accent and I swear she didn't say "Craft Direct". She asked for my order number and told me that the shipment was waiting for one item that was not in stock. She offered to send the available product and I said yes. This was a Friday afternoon and she said it would probably ship on Monday and I would get an email with tracking numbers. I didn't so I called on Tuesday and the same woman answered and I started threatening to cancel my order and call my credit card company. She pulled up my order and gave me tracking numbers and said that it would arrive on the 29th via FedEx. She sent me the email (I never got it - spam?) and gave me the tracking numbers and it was legit and I tracked it all the way and got my order right on time.
All the items (scrapbook paper packs and ephemera) are genuine and I'm delighted with the prices.
I placed an order (different products) recently and it appears to be a similar business model: online only out of some warehouse and all customer service calls get routed to a central place. With the current lack of people filling job roles; this actually makes sense. It would be fine and there would be no questions of the follow up emails were there.
But I totally understand the feeling of it perhaps being a scam.

Not sure but I have been waiting for several months to have an order fulfilled. Not at all happy.

It was my first time ordering and I was very pleased with the customer service.