Prestashop is an impressive way to let small website owners build out e-commerce abilities without too much sweat.
One chapter covers search engine optimisation, which is already a vast field. The chapter however eschews what it considers to be a narrow technical focus that other discussions of SEO often veer into. Instead it emphasises a top down approach of deeply understanding your business and what you are selling. Know your items and your customers so that you can best write compelling ad copy as well as articles that will induce them to clickthrough onto a sales page.
You can see that Prestashop readily lets you add meta tags to your pages. Of course, if you are the least bit technical, you know that what Prestashop has done is put a simple GUI in place of you having to manually edit each HTML file to write the tags. Still, the GUI is immediately obvious; no unnecessary frills. Likewise, Prestashop gives a trivial way to define a tag cloud. This is recommended because search engines find it useful as a concise summation of key phrases about a website. So do consumers and that is the point for you.
But the best advice I saw about SEO in the chapter is - "Don't use long words where short ones will do" and "immediate clarity". While they do not make the explicit comparison, this is the traditional advice for writing newspaper articles. Where the headline and first paragraph summarise the entire article.
Another nifty feature of Prestashop is how they have integrated the use of Google's free translations so you can easily translate some of your content into those languages supported by Google.
Also nice to see that the book discourages spamming. There is a natural tendency for many websites to want to get their emails out to as a large an audience as possible. You are cautioned about buying email lists. Only from a reputable source. Also, practise explicit opt-in. So do not add someone to your list unless they explicitly ask.
On the crucial subject of payment providers, the text focuses on the 3 big players. Google, Paypal and Amazon. A good comparative analysis of the merits and possible drawbacks of each.