Are you starting from scratch, already having one or two pages?
It depends on the look and feel you want for your site.
And also your package (economical, business, etc).
Wanting a simple look and feel to my site (when it was commercial),
I placed no more than two products per page.
Exception – in cases where the product descriptions were sparse on words, I used three.
Use plenty white space on your page (dictated by your package).
Don't allow your readers' eyes to quickly get tired.
Nobody says that everything has to be in a straight line.
The net is awash with advice. Go for it!
Please inform if it helped.