2015 - ECommerce site still hard to outrank?

I found good product keyword and I checked the Top 10 site ranked on G are ecommerce site.
I not doing this stuff since 2013 and don't know what has change in G..

So, Ecommerce site are hard to outrank them in 2015?
Help from BHWers that have exp with product type keywords and rank well in G will be great...

2015 SEO is working, so it's hard but not impossible to rank for keywords but require serious work and dedication.

There are a lot more ecommerce site that are not visible anywhere on the SERP.

It's about your Off Page SEO.

I'm sure the niche/market has something to do with ecommerce that's why most of the sites template are so.

hurm.. ok then... since SEOSKY said "require serious work and dedication", I must verify/check that the keywords are valuable or not..
I dont want to spend alot of times doing SEO and other stuff on crap kw...
Btw, thanks for the fast reply XD