Marketing_Guy - 5:10 pm on Feb 20, 2012 (gmt 0)
How well are your ecom pages ranking for their targeted terms? Is that traffic converting well enough?
You may have a reasonable balance between the two content areas - the articles encouraging inbound links and social shares and the ecom pages ranking as a result. Just because the window shopping traffic isn't converting doesn't mean it isn't contributing to rankings.
Do you have any data to track if users are buying after multiple visits?
To be honest, my gut instinct in your situation would be not to mess with the SEO side of things and work with the traffic you have already. If your audience is active on social media, then is your content being shared regularly? That can be a good indicator of how your market views the information.
Is there a more subtle route to sales? Perhaps rather than the direct shopping cart integration to article content, what about just a simple offer? Or a PDF download of your content in exchange for data capture or social share?
Moving to the content / community building concept can be a lot of work and you might find that the return from Adsense is pretty low. Depends on the industry though and how high your traffic levels are.