E-commerce bloggers must carefully write keeping their audience in mind. Everything you post on your blog will speak for your product or service. Your interaction with bloggers in comments and otherwise will give you a direction.
Share your personal experiences on your blog occasionally. It makes your posts more real and helps your readers connect with you.
E-commerce bloggers can gradually choose to write curated content from other websites/blogs. That always helps because a buyer will generally not spend much time surfing. He/she will appreciate it if you provide most of what they are looking for.