You can display also other post type (e.g. WooCommerce products, WordPress posts) with eCommerce Product Catalog design. To do so simply use the post_type attribute with the shortcode:
[show_products post_type="products"] – this will display all WooCommerce products or any other post type called products.
You can see more shrortcode attributes here.
How to find out the post type name?
You can find the post type name when you go to the new product/post insert page. As soon as you go to the insert page check out the URL You will find the post_type parameter there.