No matter how good your product is, if you do not do the marketing the right way, your business is destined to fail.
An eCommerce online store is very distinct from a brick and mortar store. While the latter will still be visible to a passerby who might step in to your store, an online store is more like something on a marooned island somewhere in the middle of an ocean.
No one will know of it unless you spread the word around. And that is where marketing tactics for eCommerce comes into play.