Here is a very good document titled User Experience Activities which should help you with various aspects of your own ecommerce website and business as a whole.

The points are only short so you will have to research more into a lot of them. Other points have the ability to just make you realise something (the penny drops) instantly. I especially like the 4th point down under the ‘Analyse’ section which says “If the company sells tangible products, get your hands on them and use them. To think like a customer, you must be a customer.” Short, sharp, and so true.

User Experience Activities for Ecommerce Sites