Well, the site you linked to is just a bunch of pictures w/ product descriptions. Although it's true that that is what an ecommerce site is, I'd want you to spice it up. Have a homepage that has some content - an explanation of what the site is, what it sells, how to use it, etc. That can add some more info and "stuff", which will spice it up. That's where you would want to put in a lot of design thought and effort.
For the actual e-commerce "buy this" page, I think you would want a category selection to the side, a navbar up top, and maybe some whitespace on the right.