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.
Write with conviction. Pick a side and be bold. And if you're wrong, admit it.
Use technology - Social plugins and SEO tools are a great thing to market your blog or a blog post. If you do not know about it, then learn it. It helps you reach out your audience in a better way and also improves the ranking of your blog.