Interesting, it is my ambient impression that eCommerce shops, which (generally) suffer for lack of development ability, have more sophisticated "informal software" built into their marketing mix than actual software companies do.
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Seasonal promotions really matter in eCommerce. Don't forget holidays, even holidays which aren't that significant to you personally. A _surprising_ amount of business gets done at e.g. Halloween. (Fun fact: best 3 days of the year to sell bingo cards. Ask me how I know.)
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Microtactically, almost every Boring Old Transactional Email like a purchase receipt or similar can get improved by a) putting a little more voice in your copywriting and b) a P.S. with a clear next step.
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People are happiest with a purchase immediately on making it; that's an excellent time to ask for something like a social share.
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Most eCommerce businesses rely on an acquisition engine which burns through a relatively large number of one-and-done purchasers in the search for a smaller core of committed, loyal customers. Devote an appropriate amount of effort to maintaining those relationships.
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Also look for signs that someone is in a transitional state for the relationship and, where appropriate, nudge them in the desired way. This requires you to either spend a lot of elbow grease or be better at tying your CRM / shopping cart / email together than many. Worth it.
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