Recommend content is advisable for E-commerce bloggers. For e.g. Recommended books. A buyer will want to know what more is there in store for him/her.
Originality - Focus more on the originality of content and on a consistent basis. It is a habit you will need to cultivate.
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.