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.
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.
Tutorials: For Business Blogs, have tutorials that teach your customers how to use the product/service, what are the features of the product/service and keep your customer views open for them to read.