I have been hired to perform link building and marketing for a new ecommerce site currently in pre launch. I have been out of the link building game for 3+ years now and the cursory research I have done shows that I have a lot to catch up on.

I was wondering if anyone had a clear understanding of what link building techniques (other than creating great content blah blah) are still considered white hat in 2013?

I read google's updated webmaster guidelines and it seems like most techniques i was familiar with in the past are now considered spam or grey hat.

Also, does anyone have any link building tips specifically geared towards ecommerce (i have a blog installed already for article content)?