Posts: 481
Location: Gold Coast - Brisbane QLD, Australia
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"a website which is ecommerce based" isn't much of a description to give advice on. I would recommend completely different strategies for say a wine and spirits store vs a health supplements store.
However in the retail sector (for say under 35y.o customers), exploiting the social networking opportunities is a must. SEO is a by-product of a strong and effective social networking marketing strategy anyway. Think about posting product reviews, facebook user specials, industry tips and the like... Most importantly, work on getting more followers and referrals to your site.
If you're in an extremely competitive niche for keywords, screw the search engines; it takes too many resources to get on top. Instead, work on back links at sites that your target market will come across. Each link is another referrer source. Each link may also contribute to SEO over time too.
Providing your target market is receptive to retail newsletters, harvesting subscribers and sending informative, newsworthy newsletters regularly will result in generating more sales than the same amount of work done in SEO.
Think about those things and the obvious, garden variety SEO tips you get from the masses...
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