Ecommerce without search engine optimisation is pointless, as your ecommerce website is only as good as its rankings. A beautiful site without rankings is worthless, as sales will be limited. To generate high ROI it is vital to ensure ecommerce customers can find your products. There are many forms of SEO and the easiest is on-site optimisation as this can be carried out by non-seo professionals when instructed properly by their ecommerce provider. This will involve optimising all pages, categories and products on your website and ensuring the appropriate text content is on all pages. Text content can be more difficult as keyterms must be roughly 10% of the text content. If the key terms are mentioned too many times it will be seen as spam, if its not mentioned enough then Google won't relate the page to the key term, so its a fine line, but very achievable with a little coaching.
Onsite optimisation is much more difficult and requires alot of research and time to achieve the required result.
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