Optimizing an ecommerce store can be very tricky because you have to pay attention to category pages as well as the individual product pages.
You probably already heard of keyword clusters.
Look for resources on finding commercial keyword clusters.
If they are brand name clusters, then you may get away with using product descriptions that's some sort of comparison between the product you're selling and well-known products.
This way, when people are looking for comparison information or Google is looking to set up some sort of context for your pages, it would be easier for you to pull this off.
Also, pay a lot of attention to your categories.
They have to be specific enough so you can get longtail searches while at the same time being broad enough to establish the proper context for the range of products you're trying to sell for that category.
Ideally, you should put up a blog where you talk about common problems and challenges people face that your product solves.
This is how a lot of review sites pull in organic traffic.
I don't see it being any different from an e-commerce store.
If you are looking for a good case study on how this is done, look up informative article topics involving software.
Lots of software sites use this strategy.
The same goes with finance websites like forex.