In e-commerce, there’s no such thing as ‘too niche’. As more and more e-commerce brands zero in on micro-communities, customers are responding with explosive spending.this year, which means it’s more than doubled since 2015. That number is projected to go up to $4.9 trillion by 2021. This is a good time to be in the business of e-commerce. If you’re already in it, it’s time to strengthen your presence in your niche. If you’re just getting in now, you need to find a niche that fits you.
“We identified shapewear as an untapped opportunity, an industry that could be transformed with the right messaging and education about the product. It was a multi-billion dollar industry solving an important need, and we saw it to be extremely limited because of its reputation, similar to makeup at the beginning of the 1900's that was totally transformed into what we know nowadays,” says Zabala.
The moral of the story? Don’t give up if your niche seems obscure, underserved, or even in decline. Educating the public can transform markets, correct stigmas and biases, and create demand.The customers looking for your product might not be in your backyard. And the beauty of e-commerce is that you can focus your brand on markets in any location, so don’t limit yourself. Think about who your buyer persona is, and then find out where they are.
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