Website content is often overlooked as an essential part of a great ecommerce site. I've had an online store
for a few years now by WebStore by Amazon.com, and I've learned that a great site comes along with great content. I sell mp3 players, so I have an "MP3 Players Resources" section with articles on how to choose mp3 players, the differences between each, etc. A lot of people go to Google and search for things like that, so I get so many hits on my Resources pages, and many of those visitors then go on to buy from my store.
It just shows you how giving your visitors informative content piques their interest in your site and increases customer confidence. Aren't you more likely to buy from the site that helps you out?