A website that sells ordinary household products has shown how blogging can be good for business. Alice.com launched in June and by July had doubled its traffic to 387,000 unique visitors – and apparently most of this traffic came from word-of-mouth blogs.

While other social media networks, such as Twitter and Facebook, no doubt also contributed, it was blogger.com that was found to be the biggest traffic driver. Blogger accounted for 18% of Alice.com’s referral traffic in July, and that’s before other blogging sites were taken into account.

Of course, to get valuable blog traffic you need to give bloggers something to talk about, and obviously Alice.com – an American site that sells items such as toothpaste, nappies and washing powder straight from the manufacturers – has something that many people find worth talking about.

However, it’s worth remembering that Alice.com will need to keep consumers happy. It would be just as easy for the site to become unpopular if dissatisfied consumers started blogging negative reactions.

Still, this site does go to show the power of blogging as an e-commerce business driver.