Every e-tailer (big-small, broad-niche, impulse buy-pricey stuff, PPC-SEO, single purchase-lifetime value) has a definite set of strengths and weaknesses. The key to success is focusing on your strengths.
Jas-townsend.com is a niche e-tailer that is good at making product videos, which they use abundantly throughout their site. I wonder how many conversions can be directly attributed to these clever videos? Some examples-