It's very difficult to say. It really depends on many factors. What you sell, what ecommerce platform you are.
There is a perception that many of the techniques used by SEOs are outdated and no longer relevant. But that's about adjusting the material on the page to the specific requirements of other evaluation mechanisms. If we talk more globally about optimisation and the dozens of different methods of its implementation, then it is still useful. It's worth doing, it's worth spending time on.
And of course the most powerful factor is promotion and advertising. There are plenty of ways, both paid and free. Just so the site itself as a rule doesn't work.