E-commerce website design starts with the content and media on the page. If you want to sell products, each landing page must follow a specific layout for conversion.
It starts with ensuring that each of your product pages has detailed content that thoroughly describes the product and it's benefits. The second aspect for conversion is the media on the page. A professional photograph showcasing each angle of your product and a video walk through.
Also each product page must be designed in such a way that the buy it now button is the highlight of the page to increase conversion.