Had exactly the same question when selecting data storage for our new product. Not e-commerce though, rather interactive and content-focused HR SaaS for SME.

The key arguments for PostgreSQL

• It gives you the opportunity to use relationships where you really need it and just go with key-value tables where you don't.

• With Jsonb datatype you can store documents/objects/arrays as JSON then use JSON elements in queries and even indexes.

• There are more tools/integrations working with PostgreSQL which you can use out of the box, e.g. Hasura