Focus on good content, not on monetization. Over time, money and benefits will follow good content.
Formatting - Your post need not be a circus. If you are not good with formatting, then stick to a theme that is light and descent in colors and the post layout. If you are good with trying new stuff then use that skill to better express through colors, fonts and layouts. Avoid colors that are dark and fonts that are overtly bright.
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.