Add your personality - If you are writing on a particular topic, there are a number of people who will be writing on the same topic. So you need to add that specialty to your blog to make it look different and to allow your readers to take away something that the others are not offering.
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.
After completing your post, read it with a fresh eye from the perspective of a reader to check if you enjoy it or if it needs changes.