eCommerce & Sales
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August 27, 2020
You must have seen the numbers:
Do you want to take advantage of this growing market now? The solution is to use an eCommerce platform! If you are not yet familiar with these platforms, you can check out our guide.
Now you have to decide: What products should I sell? This is the big question of eCommerce marketing! Depending on your choice, you will have to compete with upwards of hundreds of stores that sell the same thing. How can you make a good decision?
The answer: find out by considering the eCommerce niches.
A lot of eCommerce businesses focus on a specific type of product with a small customer base that gives a relatively stable or even large volume of sales.
This guide will help you learn what eCommerce niches are and how to make the most of them to establish a successful eCommerce business.
There are two ways we can ensure our business has a steady and fairly consistent amount of sales. The first way is to offer as many products as we can: this is what Walmart does to ensure that they have customers at any given time during their business hours. The other way is to focus on a specific need of a segment of our market, and fulfill it accordingly.
These segments with specific needs are what we call niches in marketing.
As an example, the gaming community serves as a profitable niche for computer manufacturers, and so they produce high-end gaming laptops for them (besides the gaming consoles they manufacture).
Most niches, however, are quite narrow; for instance, there are small businesses that focus on selling specialized paper, targeting the local artists in their area. In general, most businesses focus on either one or a few related niches to secure a small but profitable market.
Why should this concern eCommerce? Because most of the eCommerce businesses target niches in the market. As you will learn later, the advantages of niche marketing specifically benefit small businesses.
Niches can be informally defined by the following categories:
You could even narrow down your target market and combine these categories, depending on the actual need in the market. For example, if you want to focus on selling affordable winter wear for young adults who like anime culture, you have already combined all four categories to target a narrow niche in the market.
This is the essence of niche marketing: we build our business to target a narrow but profitable market. How narrow is the niche for our example? We can show it in the diagram below:
You’ll be facing an uphill battle if you decide to sell all sorts of apparel in your store, as you will be confronted by all sorts of competition. You compete with malls selling all types of clothes for all ages, you compete with local shops that can make clothes and suits that fit your size, and you even compete with garage sales selling old clothes.
Instead, you can narrow down your niche a bit to focus on winter wear. This assures much less competition and effort to sell products, but the problem is that customers will flock to your store only at certain months of the year...
At this point, let’s say you narrowed it down to selling anime-style winter wear...
Now that’s a perfect target!
There is a big chance some of the anime fans in your area are having a difficult time choosing the right winter clothes to complete their cosplays, and you are now catering to their needs! Since they have a different purpose behind looking for anime-style winter wear, they will visit your store even during summer months, where anime-related and cosplay events happen!
The first benefit you get from targeting niches is avoiding too much competition. Because we know how intense the competition can get among businesses, we prefer to minimize it, ensuring steady and fairly consistent sales. Exploiting niches is one of the best ways to lessen the competition in the market, thus ensuring that your business stays profitable.
Targeting a niche market also makes conducting business easier in other ways:
How does this translate to eCommerce? Niche marketing helps your eCommerce business hit a better target through advertising. Some of the advantages are:
Niche marketing is not always easy:
What is the best way to minimize the effects of the disadvantages and maximize the advantages of niche marketing?
Target the niches you are already part of.
Yes, it’s that simple... Think: Are you fond of beauty products, going so far as making your own vlogs about it? Do you like coffee culture and are a known fan in your area? Are you fond of pets and the people in your local community regularly ask you for (non-medical) advice in taking care of them?
Do you see the pattern? You have to like it, and be an expert on it. If you are able to think of one, well then, I guess you found your perfect niche!
It’s that simple. In fact, most businesses start this way.
Do you need more help in choosing your eCommerce niche? You're in luck! We have some other guides you can check out...
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