There are many different types of ecommerce architecture on the web today, all designed to suit their specific target audience. After all what good is a beautiful ecommerce website if it isn't selling.
You will find the large brands can at times use complicated navigation and flash based applications which would have devistating results for a smaller ecommerce start up as they are much more difficult to optimise and can often be confusing for shoppers. This is fine for a large brand as their followers will take the time to navigate through the ecommerce categories, but for a small ecommerce operation without brand recognition you have only seconds to capture your ecommerce shoppers. Therefore designing your ecommerce website can be more time consuming than people expect to ensure the appropriate research is carried out with small groups of your target audience. With research you will quickly see which ecommerce layout and strucute suits your market best. Remember keep easy to navigate and as visual as possible.