Right now, the one thing that anyone can make use of to get conversions on an e-commerce platform would be Content. And it doesn't have to be only e-commerce platforms, any industry, any field will benefit from Content Marketing.
Even though E-Commerce is trending and catching up in India, people still think twice before buying something online, especially if it's a new website, and that's mainly because of the trust factor. But content is something that can help build the trust. Blogs, images, videos, etc are very powerful. So instead of investing a lot of money in ads to drive them to your website without the chances of conversion, invest it in content. It may take some time before you start getting conversions but you'll be building a loyal fan base, and an audience. So at a later stage, when you post a product or any new thing, people will be more obliged to click on it. And besides people come on Social Media for timepass, so posting only products would be a waste of time for both you and the consumer/audience.
Content would not only help with Social Media but also with SEO. The more the content, the more the pages to index, so eventually you'll start ranking higher in Google Search Results too.