Content is going to be a driving force to rank high in most search engines and keeping that content fresh will keep your visitors happy. If you're selling women's clothing for example, make sure you have plenty of content written about the trends in women's clothes and styles. By using the names of your products and detailed descriptions you will attract shoppers looking specifically for that product. You will also want your products have Proper Meta Tags built into the code of each product page to further give the search engines a complete view of what your product is and how to best index it.
You should incorporate small content blurbs on your home page about products or categories for your to read more details on a deeper page of your website. Always fully explain your product on those deeper pages, the detail you leave out may have been the one a particular shopper was looking for and could mean the difference between a sale and fail.
On your store's home page should have a prominent spot for a "What's New" or "In the News" section about your product. This is an area you can place upcoming information and signal to the visitor that there is always something new on your website to see. This will entice them to bookmark your website come back at a later date or better yet share it with friends. Become an expert on what you are selling and write about the latest and greatest on your website, blogs, and social media or however you can get the word out.