Hi, I've driven an eCommerce business to $4.5 million in annual sales.

There are 2 approaches to promoting your Webstore:
1. Paid - Instant traffic, must keep ROI positive, low "long lasting" effect.
2. Free - Building a long lasting brand and authority in your space, takes at least 3 months to see substantial results.

The correct approach is balancing between the two.
Your final goal is to drive highly relevant organic traffic, while constantly improving your conversion rates by doing A/B tests.