Instead of ranting on how it has not picked up waves among people, its better to focus on how a marketer in an e-commerce company can make use of it. 4 quick steps would help.
- Create a Google Plus page & post regularly.
- Place Google Plus button on your site. It should be placed wherever there is an image and an opportunity for users to plus it.
- Communicate: This is slightly a hard part. As it has not picked up yet among the masses, it is essential to communicate the existence of Google Plus page to your employees ( most of them will have a Gmail ID) with a request to plus the page.
- Spread it everywhere: Place the link of the page on your Twitter account, Facebook page or any other social media community and also on your newsletter.
Google Plus impacts SERPs in the customized search front. So if I have plused a product, my friend who is looking for a similar product online is likely to see the same on his SERPs. This benefits all e-commerce companies, as peer influence has the strongest influence on buying habits of people. So if you care about SEO, you better get started with Google Plus right away. This is also a boon for budget constrained marketers to get more relevant traffic to the site. The conversion can also be expected to be better as it works like a "recommendation" from a friend.
PS: Ensure the Google Plus page is updated regularly, as an un-updated page looks pretty ugly.