How do you decide what products to sell online?


The digital marketplace is a vast expanse teeming with opportunities. However, the critical decision of what products to sell online can make or break your e-commerce venture. It’s not just about jumping on a trend or stocking up on items that catch your eye; you need a strategic approach. This article aims to guide you through the crucial factors and steps involved in deciding what products to sell online.

Research the Market

Trend Analysis

Understanding market trends is vital. Tools like Google Trends or specialized e-commerce software can provide invaluable insights into what’s currently in demand. If you spot a trend early enough, you can capitalize on it before it becomes oversaturated. However, tread carefully as trends can be short-lived.

Competitor Analysis

Study what your competitors are selling and how they market their products. This can provide you with ideas for products or even gaps in the market that you can fill. Websites like SEMrush and Ahrefs can be valuable in this regard.

Target Audience

Knowing who your customers are, or will be, is paramount. Market research surveys, social media analysis, and even direct customer interviews can shed light on what your target audience wants. Tailor your product offerings accordingly.

Profit Margins and Scalability

Cost Analysis

Consider the costs involved, from manufacturing or purchasing to storage and shipping. High overhead costs can eat into your profit margins significantly.


The product should be scalable, meaning you should be able to increase its sales without proportionally increasing your costs. Items that are easy to manufacture or acquire, store, and ship are generally more scalable.


Ensure that the product you choose abides by all relevant laws and regulations. Selling restricted or regulated goods could get you into legal trouble.

Ethical Considerations

If your product might be considered unethical (e.g., using unfair labor practices), you may face public backlash.

Unique Selling Proposition

Identify what sets your product apart from the competition. Whether it’s quality, price, or innovation, your unique selling proposition (USP) can be a significant draw for customers.

Test and Validate

Minimum Viable Product

Before going all in, consider launching a Minimum Viable Product (MVP). This is a simplified version of your product with enough features to attract early-adopter customers and provide feedback.

Customer Feedback

Once you have your MVP or a small batch of your chosen product, get feedback from your target audience. This will help you refine your product or even change course if necessary.

selling through a dedicated website

Technology and Logistics


Whether you’re selling through a dedicated website or a platform like Amazon, consider the technical aspects, including payment gateways, SEO, and user experience.

Supply Chain

Logistics and supply chain management are just as critical. Make sure you can source, store, and ship your products efficiently.

Deciding what products to sell online is a multifaceted process involving market research, target audience identification, cost analysis, and logistical planning, among others. Taking the time to thoroughly explore each of these avenues increases your likelihood of choosing a product that is not just popular but also profitable and sustainable in the long term.

By incorporating these factors into your decision-making process, you’ll be better equipped to navigate the complex world of e-commerce. The key takeaway here is to never underestimate the importance of preparation and research; your online business’s success depends on it.

Risks and Mitigation

Once you’ve settled on a product, understand that there are risks involved in any e-commerce venture. Market conditions change, consumer preferences evolve, and unforeseen challenges may arise. While you can’t predict every possible scenario, having a risk mitigation strategy can cushion the impact.


One way to manage risks is through diversification. By offering a variety of products or variations, you’re less vulnerable to market changes affecting a single item. However, don’t diversify just for the sake of it; each product should still align with your brand and appeal to your target audience.


The e-commerce landscape is ever-changing. Google’s algorithms get updated, social media platforms adjust their rules, and economic factors can shift rapidly. Your ability to adapt to these changes can be a significant asset.

Quality Control

Consumer trust is hard to gain and easy to lose. Ensure your products meet or exceed quality expectations. Poor reviews can not only affect sales of the criticized item but also your brand’s overall credibility.

Marketing Strategy

Online Advertising

Consider employing various online marketing techniques like SEO, PPC advertising, and social media marketing to promote your product. The idea is to not just attract but also retain customers.

Customer Engagement

Engage your customers through newsletters, updates, and personalized offers. Utilize data analytics to understand customer behavior and preferences better. This will help you make informed decisions on future product lines and marketing strategies.

Community Building

Create a community around your brand. This can be through social media, forums, or even through your own website. This not only fosters loyalty but also provides you with a group of individuals who can give real-time feedback and reviews.

A Long-term Vision

Finally, while it’s essential to focus on immediate sales and growth, remember to have a long-term vision. Sustainable businesses are built on stable foundations. As you decide what products to sell, consider how they fit into your broader business goals and long-term strategies. Could they open doors to other market segments? Do they align with your future expansion plans?

Deciding what products to sell online may seem daunting, but a methodical and well-researched approach can substantially increase your chances of success. In an ever-changing digital marketplace, knowing your target audience, understanding market trends, and maintaining a scalable and ethical business model are more important than ever.

By taking the time to go through each of these steps meticulously, you’re not only selecting a product but also creating a roadmap for your business. It’s this holistic approach that will allow you to navigate through the complexities of online selling, letting you not just survive but thrive in the competitive e-commerce landscape.

The e-commerce industry is ever-evolving, and each year brings new trends that shape consumer behavior. The year 2022 was no exception, witnessing some standout categories that resonated with buyers. Here’s a curated list of the top products that dominated online sales in 2022:

1. Personal Electronics

Smartphones: The smartphone market continues to be a leader in online sales. With constant updates and innovations, this category is evergreen.

Laptops and Tablets: As remote work became more common, the demand for laptops and tablets shot up.

2. Home Office Supplies

Office Chairs: Comfortable, ergonomic chairs are a must for remote workers, and this category saw substantial sales.

Printers: Despite the digital age, the need for physical documents keeps printers on the top-sellers list.

3. Fitness Equipment

Home Gym Sets: With the shift to home workouts, compact gym sets that can fit in living rooms became increasingly popular.

Yoga Mats: An easy-to-store piece of fitness equipment that nearly anyone can use.

4. Apparel

Casual Wear: With more people staying at home, casual and lounge wear like hoodies and joggers saw an uptick in sales.

Activewear: Alongside home gym sets, activewear designed for at-home workouts gained traction.

5. Personal Care

Skincare Products: From cleansers to moisturizers, skincare products remained popular.

Haircare Appliances : Straighteners, curlers, and hairdryers also made it to the top list.

6. Home Improvement

Power Tools : As people spent more time at home, DIY home improvements became more popular.

Paints and Wallpapers: Sales of paints and wallpapers have increased as home makeovers became a popular pastime.

7. Pet Supplies

Pet Food : A staple product that saw consistent sales.

Pet Toys : People pampering their pets led to increased sales in this category.

8. Gaming

Video Games : With more free time, video games continued to be hot sellers.

Gaming Consoles : Platforms like the PlayStation and Xbox remained popular.

9. Books and Educational Material

E-books : With immediate delivery and often lower prices, e-books gained more market share.

Online Courses : Professional development and hobby-focused online courses saw an increase in enrollment.

10. Kitchen Appliances

Air Fryers : The popularity of healthier cooking options made air fryers a top seller.

Coffee Makers : Coffee makers, particularly single-serve models, stayed in high demand.

11. Groceries

Organic Food : As people became more health-conscious, organic food sales grew.

12. Arts and Crafts

Art Supplies : Quarantine hobbies like painting or drawing contributed to the popularity of this category.

13. Outdoor Gear

Camping Equipment : As travel restrictions eased, many turned to nature, leading to increased sales in camping equipment.

14. Subscription Boxes

Snack Boxes : Curated snack boxes that deliver a variety of treats have become more popular.

15. Automotive Accessories

Car Phone Holders : As GPS apps are more widely used, car phone holders are in demand.

The year 2022 provided a fascinating glimpse into changing consumer behaviors and needs, influenced by factors like the continued emphasis on remote work, health consciousness, and the desire for home improvement.

As the digital landscape evolves, keeping an eye on trending products can provide valuable insights for anyone looking to venture into or expand their e-commerce business. Understanding these trends allows for better planning and execution, helping you make informed decisions in the highly competitive online marketplace.

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