You have created an e-commerce site so you must know the basics already.
I believe there are two directions you can take. First there is the technical knowledge of PHP itself. You will gain this by creating a lot. Yes, you could read a book having a variety of commonly encountered problems. But for me these tend to be more like a reference. After you've read through it there's only one way to get learn it and that is by building.
Second, there's the analysis and design route. This is not PHP specific (though implementing it in PHP is different). I believe this to be very important also and skills you can apply outside of the PHP world.
You can advance your skill in a domain by focusing on an issue you find interesting at the moment. For example you focus on using sessions in your e-commerce application. Try to learn a lot by researching the topic from books or what you find on the internet. You won't be an expert and your application needs to go forward too so after some time you will implement the session component and focus on some other problem, eg how you can implement you session component in the larger application while avoiding coupling, which leads you to some design topics. You'll find that at some point you'll revisit those points of focus with greater understanding and expand your knowledge gaining more understanding.