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.
For E-commerce bloggers, it is essential to define your audience and take worthy steps to reach out to them. This will be the sole determinant of your marketing plan.
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.