Table of contents

What counts as an ecommerce product?Types Factors that influence what sells onlineHow to decide what to sellCommon product mistakes to avoidProduct selectionFAQsGetting startedHosting optionsAdditional resources

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Ecommerce products: types, considerations, and how to decide what to sell

Choosing what to sell is one of the biggest (and most overwhelming) decisions in ecommerce. From trending gadgets to digital downloads, there’s no shortage of options. But finding the right fit for your store takes more than chasing popularity.

Let’s break down the types of ecommerce products, what drives successful sales, and how to confidently pick products that actually sell.

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What counts as an ecommerce product?

Ecommerce products are goods or services sold online. These can be physical items like shoes or skincare, or digital products like online courses or software. They might be one-time purchases, subscriptions, or even downloadable files.

Your product type shapes everything: how you handle fulfillment, how you market, and what kind of customer experience you create. That’s why it’s important to understand the full range of product types before deciding what to sell.

Types of ecommerce products

Ecommerce products typically fall into two main categories: physical and digital. Some stores sell both, but each comes with its own pros, challenges, and business model considerations.

Physical goods

Physical products are tangible items you pack and ship, or dropship through a third party. Popular ecommerce physical goods include:

Clothing and apparel: This evergreen category includes casualwear, activewear, outerwear, and footwear. It’s highly competitive but great for niche branding and repeat purchases.
Electronics: Smartphones, chargers, smart home devices, and computer accessories remain top-selling products, but typically have tighter profit margins and require more tech knowledge.
Beauty and personal care: Skincare, cosmetics, grooming kits, and wellness products perform well across demographics, especially when paired with strong branding and influencer marketing.
Home goods: Includes kitchenware, décor, cleaning gadgets, and small furniture items. Often benefits from visual storytelling and social media exposure.
Pet products: From organic treats to stylish collars, this category has seen massive growth. Pet owners are loyal buyers and often purchase regularly.
Health and wellness: Supplements, yoga mats, water bottles, and fitness trackers fall under this category. Quality assurance and compliance are essential.
Automotive parts: This niche includes car accessories, tools, and replacement parts. It’s less trendy, but often has strong demand and fewer competitors.

Digital products

Digital products are non-physical and can be downloaded or accessed online. They’re usually easier to scale, with no inventory or shipping required.

Software and apps: Whether sold as a one-time license or SaaS subscription, software is a high-margin digital product—great for developers or tech-savvy sellers.
Ebooks and online courses: These are excellent for creators, educators, or coaches looking to monetize their expertise.
Music, art, and media: Includes stock music, digital prints, photography, and video templates. Ideal for creatives or sellers with access to licensed content.
Subscriptions: These can be either digital (like premium newsletters or meditation apps) or physical (like monthly beauty boxes). Subscription models generate recurring revenue and encourage customer retention.

Factors that influence what sells online

Success in ecommerce isn’t just about having cool products, it’s about understanding what makes them sell. Here’s what actually drives performance:

Hero banner: A large image with a clear message or promotion, like “Summer Sale – 30% Off.”
Featured collections or products: Highlight bestsellers, new arrivals, or seasonal categories.
Trust signals: Add elements like “Free Shipping,” “30-Day Returns,” or “1000+ Happy Customers” to boost confidence.
Navigation bar: Include links to Shop, Categories, Contact, and Cart in a sticky header that follows users as they scroll.

Your homepage should introduce your brand and guide visitors to your top products or categories.

Product category pages

These pages show groups of related products and should make browsing easy.

Consumer demand: Products that solve a real problem or fulfill a specific desire tend to sell better. Think practical (like back pain relief pillows) or emotional (like personalized gifts). If your product fits naturally into your customer’s lifestyle, it’s easier to sell.
Market research: Understanding your audience and competitors is key. Use tools like Google Trends, Amazon bestseller lists, TikTok, and Reddit (without relying on it for decisions) to see what people are buying, searching for, and talking about. This helps you avoid products that are too saturated or too obscure.
Product quality and reviews: If your product looks cheap or has bad reviews, it won’t matter how good your ads are. Good reviews build trust and reduce friction at checkout. High-quality photos, video demos, and clear descriptions also help convert shoppers.
Pricing strategy: Competitive pricing is important, but it’s not about being the cheapest. You need to strike a balance between affordability and profitability. Bundles, flash sales, and psychological pricing (like $9.99) can make a big difference.
Shipping and logistics: People expect fast, reliable delivery. Complicated or expensive shipping kills conversions. Consider fulfillment options early, whether you’re handling it yourself, using a 3PL, or dropshipping.
Website and mobile UX: Your product pages, cart flow, and mobile experience all affect sales. If your site is slow, cluttered, or hard to navigate, you’ll lose customers, especially on mobile. A fast, secure, and easy-to-use storefront builds trust.

How to decide what to sell in your ecommerce store

If you’re still unsure what to sell, here’s a step-by-step method to help you narrow it down.

Identify your niche or passion. Start by thinking about topics you’re already interested in. Whether it’s fashion, tech, or pet care, selling something you care about makes it easier to create content, connect with customers, and stay motivated, especially when things get tough.
Study the competition. Look at top-selling stores in your target category. What products do they offer? How do they price and position themselves? Tools like Jungle Scout, EtsyHunt, and Ubersuggest can help you spot gaps in the market that you can fill with a unique twist or better offer.
Validate your idea. Before investing in inventory, test demand. Search on marketplaces like Amazon or Etsy. Use keyword research tools to see search volume. You can even run a landing page ad or ask potential customers via polls and online communities.
Consider logistics and sourcing. Ask yourself: Can I store and ship this product easily? How will I get it—make it, source it wholesale, or use a supplier? Digital products are easier to manage, but physical goods can offer more brand-building potential.
Calculate profitability. Don’t just look at product cost—include packaging, shipping, returns, platform fees, and advertising. Use spreadsheets or calculators to figure out your profit margin per product and whether it’s scalable.
Start small and test. Avoid launching with 100 products. Focus on a small, manageable catalog so you can learn what sells, fix what doesn’t, and scale up based on actual data. Many successful stores start with just 5 to 10 SKUs.

Common product mistakes to avoid

These pitfalls can derail your business before you even start. Here’s what to watch out for:

Choosing a product only because it’s trending. It’s tempting to chase what’s viral on TikTok, but trends fade fast. Without a long-term strategy or passion for the niche, you’ll burn out or get stuck with unsold inventory.
Selling low-margin items with high return rates. Cheap electronics or apparel can seem like easy wins, but if you’re only making a couple dollars per sale and half your customers are returning items, you’re losing money. Always factor in returns and support time.
Picking products that are hard to ship or break easily. Glassware, large furniture, and custom goods can lead to high shipping costs, damage claims, or frustrated customers. Start with small, durable, and easy-to-package products until you have your logistics dialed in.
Relying on one supplier with no backup. If your only manufacturer runs into delays or quality issues, your whole business stalls. Always have a secondary source or contingency plan.
Ignoring branding or product presentation. Even great products struggle without proper packaging, images, or messaging. Your product’s look and story influence customer perception and perceived value.

Product selection checklist for first-time sellers

Use this quick-reference chart to evaluate any product idea:

Question	Why It Matters
Does it solve a problem or spark joy?	Problem-solvers and passion products create emotional buying triggers.
Is there consistent search or purchase demand?	Avoid one-time fads unless you’re capitalizing on speed to market.
Can you compete on price, quality, or uniqueness?	You need a clear reason for customers to choose your product.
Are logistics and fulfillment manageable?	The more complex the delivery, the harder it is to scale.
Will you enjoy working with this product niche long-term?	Passion helps you push through slow growth periods and stand out.

FAQs

Ecommerce products are any goods or services sold online. They can include physical items like apparel or electronics, digital goods like ebooks and software, or subscription-based offerings such as meal kits or membership content.

Clothing, electronics, beauty products, and home goods are among the top-selling ecommerce categories. These products have broad appeal, strong search demand, and benefit from visual marketing across platforms.

Digital products—such as courses, software, or downloadable templates—tend to be the most profitable because they have low overhead and high scalability. However, private-label or custom-branded physical products can also be very profitable when done well.

Clothing is consistently the top-selling item online, thanks to its wide demand, frequent repeat purchases, and heavy influence from social media and fashion trends.

Next steps for choosing your ecommerce products

Finding the right ecommerce products starts with understanding your options, your audience, and your own strengths. Whether you sell physical goods, digital downloads, or a mix of both, aligning your product choice with real demand is the key to growth.

Once you’ve decided, the next step is to choose an ecommerce hosting provider that understands your needs, and that’s where Liquid Web comes in. We offer the industry’s fastest and most secure ecommerce web hosting—for WooCommerce or Magento.

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