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The first step in starting an eCommerce business is choosing which products you want to sell and who you want to sell them to. If you already have a specific industry or niche in mind, great.
If not, that’s okay too. There’s no shortage of eCommerce business ideas to pursue.
To help you out, we’ve put together this list of 19 profitable eCommerce business ideas with high profit potential. Learn why each category is trending and draw inspiration from some real-world examples of companies that are doing it right.
When you’re ready, create your online store with the Wix online store builder.
Still not sure which business idea is best for you? Weigh your options with the Wix Business Launcher, which uses AI to match you with the right business idea based on your skills and goals. The Wix Business Launcher equips you with market research, earnings strategies and a launch kit for every idea, so you can get started with confidence.
19 profitable eCommerce business ideas
01. Fashion products
The opportunity: Global market value for the online fashion business is expected to hit $1 trillion by 2025. That translates to an annual growth rate of 7.2%, according to data from Statista.
The possibilities: Fashion is a hyper-competitive industry but with so many niches and personal styles out there, there are still plenty of ways to start your own clothing line or start a t-shirt business. Alternatively, you could start an online boutique featuring handmade items and/or items curated from brands and designers that you love.
A dropshipping or print-on-demand company can help you get started quickly. Under this model, you can outsource manufacturing and fulfillment to a trusted partner, and focus your energy on designing a diverse range of products.
If you have a flair for creativity, an eye for fashion, or even just a geeky love for funny slogan t-shirts, a fashion business could be the way to go.
Fashion ecommerce businesses to learn from:
Learn more: eCommerce photography
Find the best look for your clothing business with these fashion website templates.
02. Sustainability focused products
The opportunity: The demand for sustainable eCommerce practices continues to rise. Nearly half (49%) of consumers paid a premium—an average of 59% or more—for sustainable goods, IBM research shows. Fashion resale in particular is expected to grow three times faster than the global apparel market overall, according to ThredUP.
The possibilities: Sustainability isn’t a product as much as it is a classification of business. It includes reusable, biodegradable, and sustainable products. Incorporating a sustainable ethos into your branding and operations can help consumers reduce their eco-footprint.
If you’re looking to create an eco-friendly brand, consider selling garments sourced exclusively from fairtrade manufacturers or dipping your toe into fashion resale. You could sell vintage clothing online, sourcing clothes from thrift stores, wholesalers, flea markets and elsewhere. Just like any other fashion boutique, your vintage store could appeal to a specific audience—bet it people who are searching for fits from a specific decade, occasion wear, or rentable designer clothes.
Sustainable ecommerce businesses to learn from:
By the Moon Vintage - Sells premium romantic vintage fashions
Mananalu - Aims to “unplastic our planet” by selling water in recyclable aluminum bottles
Shampoo with a Purpose - Aims to reduce plastic waste by selling shampoo and conditioners in solid bars
03. Car parts
The opportunity: The average car has roughly 30,000 parts including all the nuts and bolts that keep it in one piece. And across both B2C and B2B segments, finding car parts online is becoming increasingly popular. Having already risen 11% from 2020 to 2021, light-duty automotive aftermarket sales are predicted to jump another 8.5% in 2022, reaching $356.5 billion, according to two automotive associations.
The possibilities: To differentiate your business, consider selling car parts from specific categories, such as service parts, electrical parts, and interior or exterior parts. You could sell more complex components to mechanics, or sell hydraulic lift kits, neon light kits, and other accessories for DIY auto-enthusiasts.
ecommerce car part businesses to learn from:
I-5 Autohaus - Offers aftermarket Mustang, Explorer, and Camaro parts
CarbonTastic - Sells bespoke custom carbon fiber steering wheels
Smyth Performance - Sells kits that can turn a VW beetle into a pickup truck
04. Furniture and home decor
The opportunity: You don’t have to binge home shows on Discovery+ to cash in on the surging furniture market. Home decor sales are expected to grow to $805.75 billion by 2026, according to ResearchandMarkets data.
The possibilities: Whether you’re a carpenter, interior designer, or reseller, turn your passion into a profitable business idea by learning how to sell furniture online. You could design, source, and manufacture your own products. Or, partner with a dropshipper to sell an array of ceramics, linens, and other home decor from around the world—without having to take care of storage of shipping yourself.
Artists, photographers, and graphic designers can tap into this segment too. Partner with a print-on-demand company to reproduce your work into stylish home goods.
Furniture ecommerce businesses to learn from:
Kaekoo - Sells a variety of thoughtfully sourced and handcrafted home goods
05. Groceries and food
The opportunity: Online grocery has exploded in demand and usage over the past five years. An estimated 138 million US shoppers are online grocery users. In 2024 the value of online grocery shopping is set to exceed US$257 billion.
The possibilities: Convenience largely drives online grocery shopping. Be it to find a greater variety of foods, or to avoid hopping in a car to pick up groceries, consumers are increasingly turning to online stores to restock their pantries.
When you choose to start a food business, it’s important to define a specific niche to reach out to. Offer vegetarian or vegan products, locally harvested, or organic foods. Or, sell foods that tailor to specific dietary needs (sugar-free, gluten-free, soy-free, etc.). Another option: sell gourmet items—like handcrafted chocolates, unique jams,or infused oils—that consumers can’t find in their local stores.
You may choose to manufacture your own food products from scratch but doing so can be difficult if you’re not familiar with how to develop, brand, and get the right approvals for consumable goods. Dropshipping is another good alternative. Just keep in mind that delivery times may be slower if you’re working with overseas suppliers.
Businesses to learn from:
The Spice Suite - Sells gourmet spice boxes for home cooks
La Tapatia Tortilleria - Offers a range of non-GMO tortillas
I Love Caviar - Provides a touch of gourmet at affordable prices
06. Shoes
The opportunity: The global footwear market is expected to grow more than 10% annually through 2025, according to Statista data.
The possibilities: Shoes are a staple of everyone’s wardrobe, and while particular styles may rise or wane in popularity depending on trends or the time of year, footwear is always in demand. That’s why choosing to sell shoes online can be a lucrative endeavor.
If you’re thinking about jumping into this industry, consider starting off by selling shoes geared towards a specific buyer segment, e.g., women’s shoes, men’s shoes, sneakerheads, or children’s shoes. Alternatively, you could offer specialty footwear designed for ballroom dancers, ballerinas, or construction workers.
Shoe ecommerce business ideas to learn from:
Evolve clothing gallery - Features a thoughtfully curated collection of men’s footwear to complement their apparel collection
b.c.e. Shoes - Offers bespoke athletic, boardroom, and casual shoes targeted at colleges and greek organizations
07. Jewelry
The opportunity: The jewelry industry is worth $229.3 billion in the U.S., according to Capital Counselor, and the online jewelry industry makes up a solid portion of that. Statista additionally reports that the global jewelry market is expected to reach $307 billion by 2026.
The possibilities: If you have the skills to create your own standout jewelry, or have a great eye for spotting trendy pieces, an eCommerce jewelry business may be right for you.
There are plenty of niches to pursue when starting a jewelry business, whether you decide to target a high-value or low-value market. You could handcraft niche products like diamond engagement rings or striking costume pieces that help consumers refine their look. Or, source fashion jewelry that mimics what’s on the catwalk, and dropship pieces from international suppliers or wholesalers.
Jewelry ecommerce businesses to learn from:
Darby Pritchards - Sells a wide range of jewelry, fit for various occasions, at affordable prices
08. CBD products
The opportunity: Driven by expanding regulatory approvals, the CBD products market is expected to grow and reach $12.64 billion by 2026, according to ResearchAndMarkets data.
The possibilities: CBD has been making waves in the health and wellness industry over the past few years. CBD can be found in everything from skincare products to pet treats—and it’s not uncommon to find CBD products in grocery stores across the country. Popular CBD products today include teas, lotions, salves, and drops.
If you want to sell CBD online, you’ll need to do plenty of research before you source, create, or dropship any products. You’ll need to comply with federal, state, and local laws, and FDA guidelines in the U.S., along with strict marketing and copywriting restrictions. Furthermore, you’ll need to identify a payment provider that works with CBD merchants. For more information, check out the FDA’s guidelines or consult a lawyer.
CBD ecommerce businesses to learn from:
Physicians' Preferred - Sells U.S.-grown CBD products that are non-GMO, vegan, and gluten-free
Go Green Hemp - Offers a wide range of CBD products online, plus uses their website to educate shoppers about CBD and share lab test results that show the purity and potency of their products
09. Beauty products
The opportunity: Overall sales for prestige beauty merchants are up 36.7% over the last two years.
The possibilities: The beauty industry keeps undergoing its own makeover, with niche markets finally getting the attention and support they’ve long deserved. Products for people of different ethnicities, organic beauty products for users with sensitive skin, and sustainable beauty products are among the top sub-markets.
If you’re ready to start a makeup line in a space dominated by major players, you’ll need to focus on creating distinctive products. Stand out by offering high-quality products and white-glove customer service. Focus on what customers want: easy application, long-lasting and vibrant colors, and/or eco-friendly ingredients.
Learn more: How to start a beauty business
Beauty ecommerce businesses to learn from:
House of Suppliez - Sells monthly nail and lash beauty box subscriptions at affordable prices
10. Subscription boxes
The opportunity: Subscription ecommerce sales account for around 3% of the total market. Subscription sales in 2024 are expected to grow in line with general ecommerce sales projections.
The possibilities: If you have great products that are ideal for repeat purchases, then subscription boxes may be a good core offering or extension of your existing business.
Selling subscriptions is lucrative and unlimited. For example, you could start a subscription box for just about anything: clothes, socks, pet toys, chocolate, coffee, children’s educational toys, luxury goods, makeup, home decor, meals, produce, and even puzzles. The great thing about a subscription business is that it offers you regular recurring revenue.
A helpful hint: consider targeting younger generations. More than one-third of millennials (34%) and one-fifth of Gen Z shoppers (22%) are currently trying and are likely to continue to use subscription services, according to GFK.
Subscription businesses and ideas to learn from:
Napa Wild - Offers weekly shipments of fresh produce boxes
Beacon Book Box - Offers monthly subscriptions for fans of young adult fiction
Divinia Water - Offers subscriptions for cases of premium pure bottled water
11. Crafts and handmade products
The opportunity: Sales in arts and crafting sales are on track to reaching $9.9 billion by 2028, says Vantage Market Research.
The possibilities: Turn a personal hobby into a business by selling crafts online. There are many things to make and sell like custom art or handmade jewelry. Or sell custom metalwork, pottery, and hand-knitted mittens. You could even learn to start a candle business, which offers low startup costs and high profits.
Whatever it may be, make sure you choose a craft that’s sustainable and scalable.
There are multiple places where you can cash in on your crafts, including marketplaces like Etsy, an online store, or niche alternatives to Etsy. It’s recommended that you don’t solely rely on marketplaces where you lack control of the user experience and branding. Instead, create an online store that serves as the flagship destination for your brand, and expand to marketplaces for additional exposure.
Craft ecommerce businesses to learn from:
Coal & Canary Candle Company - Offers cheeky candles for playful personalities.
Sena Runa - Sells delicate paper art products
Handlebend - Offers custom copper works and mugs
Learn more: Hobbies that make money
12. Plants and garden products
The opportunity: By 2027 the online plant market is expected to reach US$18100 million, meaning it would have doubled in value since 2021.
The possibilities: Turn your green thumb into profits by selling plants online. You could sell a variety of houseplants, tropicals, or succulents—three categories that accounted for the biggest growth in garden center sales in 2021, according to Garden Center Magazine.
If you’re targeting plant sales to specific age groups, don’t leave out millennials. Seven in 10 millennials reportedly call themselves “plant parents,” and 40% of them say they’re looking to buy new houseplants (or should we say “plant babies”),
Plant focused ecommerce businesses to learn from:
Robert Plante Greenhouses - This Ottawa-based garden center made a spectacular pivot from brick-and-mortar sales to eCommerce during the pandemic, and their online store remains strong today
Learn more: How to start a flower business, How to start a landscaping business, How to start a lawn care business
13. Electronics and IoT devices
The opportunity: As of 2023 US$805 billion was spent on the Internet of Things technology globally. This was slightly lower than initial projections but still a growth.
The possibilities: Smart devices and advanced electronics add convenience to our on-the-go lives. That makes selling IoT products a top eCommerce business opportunity. Sell doorbell cameras, Wi-Fi controlled thermostats or other popular smart home devices. Alternatively, sell drones and drone accessories to real estate agents, wedding photographers, videographers, and Instagram influencers who now use them regularly.
If you’re technically savvy, you can design and manufacture your own IoT device. But if you’re not a techie, you can hire people to bring your idea to life or choose a dropshipper who will supply a range of low-cost electronics that you can sell.
IoT ecommerce businesses to learn from:
Beagle Drones - Offers drones and drone accessories, using its online store to feature impressive footage shot with its products
14. Mental health and wellbeing products
The opportunity: With more people making self-care a priority post-pandemic, the “wellness economy” has hit $4.4 trillion globally, with a growth rate of between 5% to 10% in recent years, says Selazar.
The possibilities: Between weighted blankets, calming teas, and natural oil diffusers, there’s a large variety of products that you can consider selling in the wellness category. Products like acupressure mats, light therapy lamps, and meditation apps are growing in popularity as younger generations look to enhance their mental health and wellbeing.
If you choose to enter this field, be sure to emphasize any credentials or professional endorsements that can build trust. Thoroughly explain how your products work and how they benefit the body in your product descriptions, and back up all claims with scientific evidence.
Mental health ecommerce businesses to learn from:
Sootheze - Sells an array of microwave-safe weighted and aromatherapy products (including stuffed teddy bears, blankets and wraps) that reduce anxiety
15. Wedding products and services
The opportunity: When brides-to-be and grooms-to-be brainstorm their perfect weddings, a growing number of them are jumping online for inspiration. According to Applied Analytics, the global wedding industry is expected to grow by 4.8% and reach $414.2 billion by 2030.
The possibilities: As more couples take their wedding registries online and search ideal locations for their destination weddings, the opportunity is ripe for eCommerce sellers.
Consider offering custom wedding signage or accessories, like centerpieces and guest books. Other product ideas: artificial flowers, handmade wedding gowns, bow ties, wedding guest favors, custom cake toppers, and more.
If you’re a super-organized person who works well under pressure, you could even offer wedding planning services virtually, in addition to selling products. Some eCommerce businesses cater to the entire wedding journey, from engagement to the honeymoon, in an effort to tap into a wider market.
Wedding ecommerce businesses to learn from:
Box and Bow - Sells gift boxes for bridesmaids, alongside bespoke hand-carved proposal boxes
16. Pet foods and products
The opportunity: In the U.S., 70% of households own a pet, according to American Pet Products Association data. The global pet industry market is also expected to hit $261 billion by the end of 2022 and reach $350 billion by 2027, reports Statista.
The possibilities: Finding a pet care niche to break into and curating related products could bring you plenty of bacon. Some online pet care brands have practically become household names, showing how much people love pampering their pets with carefully selected treats, toys, and cushy beds.
You might choose to take a practical path, sourcing durable toys for tough chewers, supportive beds, and joint supplements for dogs with hip dysplasia. Or, you might choose a more fun and playful route like beautiful pet kennels, decorative jackets, or training hoops.
You could design and manufacture new products to meet pet owners’ pain points or exercise your culinary skills by making delicious pet treats. Think about what niche is underserved and target that.
Pet ecommerce businesses to learn from:
Instachew - Sells a complete line of smart, practical, and innovative pet products, including their signature Instachew Smart Pet Feeder
17. Women’s health products
The opportunity: Increasing interest in healthy living is driving growth in the global health and beauty supplements market, which is expected to reach $84.8 billion by 2030, according to Report Linker data.
The possibilities: New women’s brands are popping up in every conceivable category, including vitamins and supplements, hair care tools, hair accessories, and size- and color-exclusive shapewear. Electronic gadgets for facial skincare are also among the top-trending women’s products.
Think, what could be your USP? What pain point do you want to solve and how can you do it better than the products already out there?
If you’re new to the women’s health space, note how women’s products have always had a “pink tax” associated with them, but quality hasn’t always measured up to the price. So, your brand could benefit from focusing on quality, as well as products made from eco-friendly, nontoxic materials.
Womens health ecommerce businesses to learn from:
18. Educational materials and courses
The opportunity: The global elearning market is forecast to hit $325 billion by 2025, nearly doubling in a decade, says Techjury.
The possibilities: Whether you’re targeting parents looking for homeschooling aids or educators looking for schooling resources in science, math, and literacy, there are many sectors to tap into.
It pays to get creative and think outside the box, too. Kits teaching kids about cooking, astronomy, or a foreign language can take off just as quickly as a classic math kit.
Note that digital education isn’t limited to kids. Since the pandemic, adults across the world have had added time to take up new languages, hobbies, and interests. Digital products and courses are top-or-the-class in this market. Users want the freedom to learn through any device, whenever—and wherever—it suits.
Education based ecommerce businesses to learn from:
Tools 4 Reading - Sells teaching packs to improve child literacy and offers development courses for teachers
Hanson’s Anatomy - Sells bright and colorful study guides
Learn more: How to start a tutoring business
19. Baby products
The opportunity: Oh, baby. The market for infant toys, baby gear, and baby apparel alone is expected to grow to $13.61 billion by 2026, according to data from Technavio.
The possibilities: Many parents will spend a pretty penny on their little ones, which is why selling children’s toys, clothing, or accessories can be a profitable venture.
Some ways that you can differentiate your business: offer lower-cost products that cater to budget-minded parents. Or, sell sustainably made or heirloom-quality products that appeal to parents who are willing to pay extra for higher-end items.
In this market, word of mouth is powerful, so sharing customer reviews and providing social proof across your digital channels will help you grow your business. Wix stores that add third-party review apps see an average 10% increase in both overall sales and average order value within the first 60 days.
Baby focused ecommerce businesses to learn from:
Bonsie - Sells baby wear that promotes skin-to-skin contact between infants and mothers
Cotton Balloon - Offers curated wooden educational toys and children’s bedroom decor
How to start an eCommerce business
Starting an eCommerce business can be a profitable and rewarding endeavor, but success comes from careful preparation and a clear roadmap. By following these structured steps, you’ll be equipped to build and grow a thriving online store:
Identify your online business niche: Pinpoint a specific area or audience to focus on to set your business apart and meet a targeted demand.
Do market research: Analyze trends, competitors and customer behaviors to validate your niche and uncover potential opportunities.
Select the right product mix: Choose a range of products that align with your niche, balancing customer demand and profitability potential.
Secure product sources: Find reliable suppliers or manufacturers to ensure consistent product quality and timely order fulfillment.
Write a strong business plan: Map out your goals, strategies and financial projections to guide your business toward sustainable growth.
Set your business name and legal structure: Register a memorable name and choose the appropriate legal entity to solidify your business identity and protect assets.
Choose an eCommerce platform: Select a user-friendly and scalable platform, like Wix, to create and manage your online store with ease.
Create your online store: Design a professional-looking website, showcasing your products with high-quality visuals and clear descriptions.
Manage your eCommerce business finances: Track expenses, sales and profits using tools or software to maintain a healthy financial foundation.
Market your eCommerce business: Use SEO, social media, email campaigns and paid ads to reach your target audience and drive traffic to your store.
How to choose an eCommerce business idea
With so many options for your business, how do you select which niche is best for you? Start by asking yourself these questions.
What am I interested in and what do I know? If you love fine jewelry but don’t know how to tell a diamond apart from a CZ, you’ll face a steeper learning curve and will need to recruit an expert before getting started. However, if you know everything there is to know about animation, then you can consider making money as an animator. So, think about what you’re passionate about, what you already know, and see where you have an upper hand.
What do I have the startup funds for? Print-on-demand businesses carry smaller startup costs when compared to eCommerce businesses that choose to manufacture their own prices. While you can always bootstrap your business, think about how you can start on solid financial ground.
What problems can my products help solve? For example, do you personally struggle to find pet-safe, weed-killing products for landscaping? There’s likely other people who do too. Explore if this is something you can find a solution for and can effectively market to people who face a similar problem.
What’s trending in my market? Is there an abundance of competition in the industry that you’re considering? Is someone already doing what you want to do? Competition is an important factor when deciding on the right line of business. Heavy competition may mean it will take your business longer to reap profits but if you have a great eCommerce business idea, you can make it stand out with outstanding marketing, customer service and a beautiful website.
Once you have your business idea sorted, move on to building an ecommerce website to start selling.
Learn more: AI business ideas
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Why start an eCommerce business?
eCommerce has become more accessible than ever. It allows entrepreneurs to reach a global audience, work flexibly and scale easily. That said, there are both advantages and challenges to consider.
Advantages of starting an eCommerce business
Starting an eCommerce business offers numerous advantages:
Low startup costs
One of the biggest appeals of ecommerce is its low barrier to entry. You don’t have to rent a storefront, pay for utilities or hire a large team to get started. Depending on your business model, you might not even need to hold physical inventory.
Global reach and location independence
An eCommerce website allows you to sell to a worldwide audience, as long as you’re set up for international shipping. This access to new markets isn’t achievable with a local business alone. Plus, you can run your store from anywhere.
Scalability
Unlike a physical store, an eCommerce business can scale easily. If demand for your product increases, you can expand your offerings simply by adding more products to your site or increasing ad spend to bring in more traffic. With the right infrastructure, scaling doesn’t require as much overhead or complexity.
Disadvantages of starting an eCommerce business
It's also important to consider the challenges of starting an eCommerce business:
High competition
While it’s easier than ever to start an eCommerce business, the low barrier to entry means you’ll face fierce competition. Not only do you need to stand out among countless small businesses, but you’ll also contend with retail giants like Amazon.
Fragility of online operations
Ecommerce businesses can be sensitive to logistical and supply chain disruptions. Shipping delays, stock shortages or quality control issues can quickly lead to unhappy customers. If you work with third-party vendors or rely on dropshipping, you’re dependent on their reliability, which means you might not always have control over the customer experience.
eCommerce business ideas FAQ
What's the most profitable eCommerce business idea?
There's no one-size-fits-all answer to this question, as the most profitable online stores vary depending on the products they sell and the market they target. However, some of the most profitable online stores sell:
Handmade goods: Handmade goods often have high profit margins because they are unique and can be sold at a premium.
High-ticket items: High-ticket items, such as electronics or furniture, can also be very profitable because they sell for a lot of money.
Niche products: Niche products, such as those that target a specific audience or interest, can also be very profitable because they don't have a lot of competition.