How do I drive online shoppers to my e-commerce business?

This is need complete marketing strategy

don't be afraid by terms, in other words you need to define your objective and budget then act accordingly

Digital marketing tools are the best to utilize, including Google,Facebook, affiliate marketing ..etc  

but type of tools that you need to use is again depend on budget and objective

For example, if you target business customers Google in most instances could act better

but, if you target end consumers then Facebook have more accurate targeting and much cheaper for you that Google as small business

Also; you can use affiliate marketing such as coupons, who can drive traffic for your websites against small percentage of selling value 

well there are lot of the ways but the best way to do it is using SEO, using facebook ads and using google adwards to bring you targeting and useful buyers