Increasing the number of products and items to provide your customers with greater variety may seem like a good strategy when you start up your business. The more products you have, the more orders you receive, surely?
Well, not necessarily. Web users looking for a range of options generally first turn to a website they already know. They are used to it and know they will find what they need. The best example is Amazon, where you can find anything at any price. And there are dozens of such marketplaces and shopping guides. So start from the premise that you cannot cater to your customers' every need. Limiting your catalog to a niche of products on which to focus all your efforts and expertise will be the right strategy.
To gain a competitive advantage:
Ask yourself: "How do I differ from my competitors?". If you sell the same products as everyone else, products that can be easily found in a marketplace, where the stock is unlimited and the prices are unbeatable, you won't stand out from the competition and you will lose your advantage because your competitor will already be in place.
A little-known product or range of products will allow you to venture where there are few competitors. Finding THE winning product from the start is of course not easy, but trying to find a little known product will eventually put you on the right track.
A good niche to explore could be, for example, a range of products from a TV series. If the audience of the series is limited but solid, obtaining a marketing license to sell related products may be worth considering. Obtaining the license will involve extensive research and administrative steps, but you will have few competitors and greater control on the market.
To ensure the quality of your products:
In order to control the manufacturing quality of your products, your supplier's delivery time, its after-sales service and the care taken over the packaging, you should order at least one example of each product you wish to market. Handling your product and communicating with the supplier will allow you to understand what customers will experience when ordering a product on your own store. And ordering ten or twenty products from your supplier will obviously be easier than ordering a hundred.
To help your budget:
Having fewer products to promote means a smaller advertising budget. An advertising campaign (on Facebook Ads, Google Ads, etc.) for 10 products will not cost as much as a campaign for 100 products. You will be able to focus your efforts and budget more efficiently and precisely on your 10 products, with different campaigns for the same product, targeting different audiences and using different formats.
To improve your SEO:
If you sell a hundred different products without these having any particular theme or specific key word in common, Google will not know whether your business is of relevance to its users' searches. A store whose specialty corresponds exactly to a user's search will always be positioned higher up because it is more relevant. Opting for a niche of products will allow you to concentrate on a few keywords , and Google will be able to highlight you in its search results.
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