Selling by unit vs. by case

My company and I manufacture gourmet, pickled Italian products that we sell in jars. We've only had a website for around 1 year and have been selling our products by case. My reasoning for doing so is because if we sell a 12oz jar of product (our smallest jar), and ship it to California, that little jar is going to end up costing the consumer about $5.99 (retail) + up to $10 to ship, thus making a small jar of peppers $16. A case is only around $60, so simple math proves this not worth it. However, I KNOW there are many consumers who would rather buy 1 single jar for consumption rather than a case for resale.

I use PayPal to manage my transactions. Does anyone have any ideas about how I can begin to also sell by unit while turning a profit large enough to ship out 1 piece orders all day in between my larger operations?

For more information, please visit my website at: www.vegapeppers.com

Thank you.

I think you are doing the right thing.If by chance you could close a deal with supermarkets or big groceries then you would be saving a lot in shipment and draw a large margin in your profit.