The document discusses the four S's of successful ecommerce: site search, seamless navigation, social sharing, and stunning photos. It emphasizes that site search is important for sites with many products, and should include faceted navigation and refining search results. Seamless navigation means the store and site feel like one, without barriers between them. Social sharing creates free traffic by making it easy for users to share content. Stunning photos allow users to visualize products and how they would use them.