Any ecommerce site will need a comprehensive link building campaign in place to achieve good rankings and traffic, however making sure your strategy is spot on before you start will save months of disappointment.
What anchor text should you target?
Link building for ecommerce websites needs to be diverse, longer tail and built around phrases that have higher chance of conversion, the best way is to look at your analytics, find terms that appear to be driving lots of longer tail visitors and usually these terms will make up most of your conversions. Building good quality links around lots of longer tail phrases will help the site grow in domain authority while pushing for exact match phrases that will drive business.
What types of links work for ecommerce sites?
There is no point wasting time trying to get links for low quality sites, directories or paid dropped domain names from India. Product review sites, themed blog sites and relevant news sites will need to make up the back bone for any ecommerce link building campaign.
Where to point the links
Google need to see ecommerce sites getting links to lots of internal pages as well as the homepage, pushing links into category, product and review pages will help Google feel the links are natural and give the site more overall domain authority.
Good luck with your Google rankings.