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I would think your page has to look nice, but most importantly, if you are selling stuff, your page has to be very user friendly i.e. clear, easy to use, reasonably fast loading etc.
No matter how fancy you make it - if the user can't find their way around then you won't sell anything.
So yes, make it nice, but make user friendliness the priority.
Does Ecommerce site has to be fancy?
No. It should be professional and clean. I find the best way to discover what is working for Ecomm sites is to visit the ones who do it best..Amazon, Best Buy, Barnes & Noble..etc. Nothing fancy, but they all have a similar feel and layout to them, that instills a feeling of confidence.
Does it need to have interesting images?
Again..not really. The most interesting images on your website should be those of the products you are selling.
How do you call for actions?
Don't be overbearing. If the site is working, there really isn't much need to have 20 "Buy Now!" buttons splattered on every page. As pointed out by webboy1, make the products easy to find. The most important factor in persuading visitors to buy your product....simple to use navigation.
In terms of "fancy", I like having features that automate frequent questions buyers ask over the phone or e-mail. For example, if an item is out of stock and the buyer wants to know when the product will in stock, build a web site feature that will automate this.
Many onlines stores sell similar products so the pages are generated from a template. The advantage of this is that you can spend as long as you want getting the original template to your liking and the pages will look after themselves.
Hope these subjective constructive criticisms are helpful
[edited by: engine at 11:15 am (utc) on Jan. 14, 2005]
[edit reason] formatting [/edit]