The vast majority of folks who shop online begin with Google or a different search engine.
Better part, never bothers to scroll past the first page of results. They either look through the page for the most relevant listing, click on one of the first three organic results, or visit multiple sites from the first page.
If you want to pull ecommerce off, your site needs to be at the top of the first page of Google or Bing. Pay-Per-Click will do that, but the cost of an ongoing campaign might not be sustainable over time. And of course, ad blindness and the growing use of ad blockers can significantly reduce the effectiveness of paid search.
Ecommerce SEO describes the approach and adjustments. From keyword research and internal link structure to anchor text and backlinking — that can get you there. When used effectively, these optimization strategies will improve your ranking in the search engines, reduce your reliance on paid advertising, and get you out in front of the competition.