Selling online is a tough business. There’s no shortage of competition and shoppers are bombarded with product offers everywhere they turn on the internet.
But niche products may be your saving grace.
By ditching the one-size-fits-all-approach and offering specialized items in your eCommerce store, you could potentially reach a stronger, more passionate group of consumers with your business ideas.
That said, selecting the right niche comes down to thorough research, planning, and testing. Before you begin the process of brainstorming product ideas, it's important to understand what "niche" entails and how to go about discovering a new audience.
Read Also: How to start a business, How to manufacture a product.
What is a niche market?
In the world of business, a niche market is where you find a group of consumers whose unique needs and preferences aren’t completely met by the big players. By zeroing in on a specific segment, businesses can offer products or services that are perfectly tailored to these distinct tastes, standing out from the mass market and creating a more personalized experience for their audience.
Take the vegan beauty products market as an example. This niche focuses on consumers who want cosmetics free from animal-derived ingredients, catering to their ethical and lifestyle choices. By targeting this specific audience, businesses can benefit from reduced competition and the opportunity to charge premium prices for their unique offerings. This approach not only meets the specialized needs of the consumers but also fosters brand loyalty among a dedicated customer base.
10 examples of niche products
01. Health and wellness products
As people become more mindful of what they put in and on their bodies, there’s a growing demand for health and wellness products. The health and wellness market is projected to grow 8.2% over the next decade, reaching a valuation of $15.98 million by 2034. Think of products like organic supplements, herbal teas or aromatherapy diffusers that cater to a demand for holistic self-care. There’s also a surge in interest around natural skincare, with consumers seeking out products like essential oils or cruelty-free moisturizers that nurture the skin while promoting overall wellness.
Mental wellness is another area that’s increasingly gaining attention. Stress-relief tools like weighted blankets, mindfulness journals and guided meditation apps are gaining popularity as consumers search for ways to manage anxiety and improve their emotional well-being.
By positioning your wellness products to focus on specific needs, you can tap into a market that’s growing at a rapid pace.
Learn how to make money as an entrepreneur and turn your passion into profit today.
02. Eco-friendly products
Conscious consumerism is becoming a significant trend, with more people actively seeking products that reflect their values. According to Forbes, 71% of Americans believe it's important to support socially responsible brands and 66% have purchased such products in the past year. We’re seeing this shift predominantly in the fashion and beauty industries, where eco-friendly clothing made from organic cotton, recycled materials or bamboo are quickly gaining popularity.
Consumers are also drawn to vegan and cruelty-free skincare and makeup lines that are free from harmful chemicals. These products are perfect for those prioritizing ethical and sustainable beauty choices. But conscious consumerism isn’t just about fashion and cosmetics. Many shoppers are now turning to eco-friendly tech accessories, like recycled phone cases, solar-powered chargers and biodegradable earbuds.
When you position your products to align with ethical and sustainable values, you’re speaking directly to a fast-growing market of conscious consumers. These shoppers are willing to pay a premium for products that reflect their commitment to a greener, more responsible future.
Check out this list of eco-friendly products that can make your online store a go-to for sustainable shoppers.
03. Fitness products
The fitness industry is booming, with niche products catering to specific fitness goals. Total revenue in the health and fitness market is expected to grow by 8.89% annually–a huge leap for an already popular market.
Essentials like resistance bands, kettlebells, jump ropes and yoga mats are in high demand, especially with the rise of home gyms. But there’s still more room for growth in specialized fitness products, such as foam rollers, muscle recovery tools and smart gym equipment that tracks metrics like heart rate and calories burned.
And let’s talk tech: fitness trackers, smartwatches and heart rate monitors are quickly becoming must-haves, giving fitness enthusiasts an easy way to track their progress and stay motivated.
As fitness becomes a bigger part of everyday life, the demand for innovative, performance-boosting products is only growing.
Find your next big fitness business idea and start your journey in the wellness industry.
04. Office supplies products
With remote work on the rise, office supplies have evolved to meet the needs of home-based professionals. By 2034, the market is projected to hit a whopping $221.0 billion. Ergonomic chairs, standing desks and adjustable monitor stands are must-haves for creating a comfortable workspace.
Customizable planners, bullet journals and high-quality pens are perfect for individuals looking to organize their work life while maintaining style. Plus, desk organizers, keyboard accessories and blue light-blocking glasses are becoming increasingly popular as workers fine-tune their work environments for maximum comfort and productivity.
Explore these scalable business ideas that can set you up for long-term success.
05. Home decor products
There are so many ways to make your living space uniquely yours, and niche products are in high demand as more people want their homes to reflect their personal style. Items like custom wall art, handmade rugs and bohemian-style throw pillows allow people to add a personal touch to any room. These pieces help create a home that’s stylish and a true reflection of your personality.
As more people invest in creating homes that are truly their own, the market for these specialized products is growing. In fact, the global home decor market was valued at $696.4 billion in 2023 and is projected to hit $991.9 billion by 2033. Whether it’s finding that perfect statement piece or designing a functional and stylish room from scratch, the home decor niche is full of opportunities for businesses ready to help people turn their houses into personalized sanctuaries.
Set your home decor business in motion with these unique business ideas.
06. Car accessories products
With car communities online and in- person always on the lookout for the latest and greatest accessories, this is a niche with a loyal and enthusiastic customer base. The passenger car accessories market is expected to grow from $470.42 billion in 2024 to $1.04 trillion by 2035. Popular items like custom seat covers, floor mats and car organizers keep things tidy and comfortable, while steering wheel covers add a touch of personal style.
For those looking to elevate their driving experience, tech gadgets like phone mounts, Bluetooth adapters and GPS systems offer next-level convenience and connectivity on the go. These car accessories go beyond practicality–they’re for car owners who take pride in their vehicles and want to enjoy every mile.
Learn how to sell car parts online and rev up your business growth.
07. Travel products
From seasoned globetrotters to casual vacationers, there’s a big audience out there eager to invest in products that make travel easier, more comfortable and even more memorable. In fact, the Global Travel Accessories Market is projected to grow at a CAGR of 6.4% annually through 2031.
Items like durable luggage, travel backpacks and space-saving packing cubes are perfect for efficient, stress-free packing. For long trips, travel pillows, portable chargers and compression socks are a must for staying comfortable.
And for those who love to document their travels, travel journals, photography gear and adventure accessories like portable water filters are key to capturing memories and exploring new destinations with ease. This market offers plenty of opportunities for you to connect with dedicated travelers.
Looking for travel business ideas? Find the perfect one for your next adventure.
08. Infant/baby products
There’s nothing more important than giving your child the best products possible. Hence why there are tons of niche items to explore within the baby category.
Products such as baby-wearing products also serve as good high-ticket products to sell, with some parents shelling out hundreds of dollars on baby slings and wraps. Moreover, baby-wearing communities on platforms like Reddit and Facebook have tens of thousands of members, all eager to exchange information about the brands and products that they love. As far as niches go, this community is fairly large and extremely dedicated.
As another example, Wix vendor Bonsie sells skin-to-skin babywear developed by a mom and therapist. Bonsie's products are dedicated to parents who value skin-to-skin time with their baby—a practice known to boost a baby's brain development, build a mother's milk supply, and regulate a baby's body temperature.
09. Skincare and beauty products
The market is ripe for beauty and skincare products that use natural and organic ingredients and/or cater to specific needs (like sensitive skin). This category of niche products already attracts a lot of big-name and emerging players but if you can get your positioning right, it can be a very lucrative space to be in.
For example, skincare retailer Crystal Clear Skin & Beauty sets itself apart by curating products for different skin types, including combination, acne-prone, and mature skin. This Lemon Cream Cleanser is geared towards people with dry and sensitive skin. It features “Vitamins C and E [that] penetrate deep into the skin to help neutralize free radicals and brighten your complexion while jojoba oil smooths your skin's surface,” according to the brand.
Something else you can do to position yourself well in skincare is to make sure you have a logo that represents your brand and attracts new customers. Use a Beauty Logo Maker to give you inspiration and to help you create your own.
10. Unique food products
When it comes to niche food products, the list is almost endless.There are niche grocery stores that cater to special diets (gluten-free, paleo, vegan, etc.), subscription boxes that serve specialty snacks from all over the world, and online stores selling exotic ingredients and spices.
When sourcing niche food products, consider selling items that have a long shelf-life and/or can be dropshippped by their manufacturers. Products like coffee, chocolate, honey and syrup sourced from local suppliers can be an excellent place to start.
Sol Cocao, a specialty craft chocolate vendor, sells just a few products through their online store—all of which feature chocolate with ingredients sourced from different South American countries. The packaging for each product features a gorgeous combination of nature and bird drawings from the regions where the cocao beans are sourced. Product descriptions list the taste of each bar (earthy, nutty, savory, etc.) and recommended food pairings for customers to envision.
Benefits of selling niche products
Niche products are a gateway to many long-term benefits when starting an online store including:
Higher price points: Whether it's a specialty baby carrier or locally sourced honey, niche products generally have higher price points than mass market items. People are often willing to spend more for an item that's unique and hard to find (which equals higher profit margins for you).
Less competition: Niche products, particularly those that are locally sourced, tend to have fewer competitors, allowing you to establish your brand as a resource for a given item.
Better targeting: When you focus on a specific product niche, you can enjoy an easier time targeting your messaging to a more well-defined and receptive audience. By understanding the preferences and needs of your niche, your overall marketing strategy becomes more effective.
Builds credibility: By becoming an expert in your niche, you can build your brand’s reputation among customers and partners. By mastering your craft, you can additionally build higher quality, more thoughtfully designed products and content for your audience.
How to find the right niche products to sell
01. Define your niche market
First thing’s first. Before honing in on a product idea, you must define your target buyer.
Niche markets come in all shapes and sizes. A good place to start is by consulting your sales team, support team, and customer data to identify your most valuable or engaged customers. Then, see if these customers share any traits, such as:
Price sensitivity
Quality standards
Location
Demographics
Life stage
Profession
Values and important causes
Alternatively, you can look for a new audience that’s related to your current customer base but remains untapped.
If you’re just starting out with your business, it helps to evaluate your current passions, skills and community too; it’s typically easier to pick a market that you’re already familiar with, though you’ll want to make sure to look outside your immediate circle and avoid operating from assumptions. For instance, if you're looking to focus on sustainability you should keep an eye out for the top-selling eco-friendly products amongst your competitors.
Niche markets can be further boiled down into buyer personas, which get you into the habit of thinking from your customers’ shoes. Using wearable baby carriers as an example, your ideal buyer could look something like this: A 25- to 35-year-old new mother living in an urban area where strollers are difficult to manage. She's interested in how baby wearing helps mothers bond with their children and allows more freedom of movement. She and her partner both work from home and have a household income of about $120,000. She's looking for a carrier that reflects her unique style, is comfortable, and is easy to take on and off.
As you zero in on your niche market, consider the market size, the level of competition, and gaps in product offerings.
02. Research social platforms
Conduct research on the social platforms that your niche market uses regularly, like Facebook Groups, Reddit, or TikTok. Search hashtags, follow influencers, join groups, and check out brand accounts to see what trending products people are talking about.
Keep your eyes peeled for any problems or complaints that regularly come up in forums. Reddit is a particularly great place to engage in raw conversations around any topic related to your niche. For instance, you can search for a subreddit on the best baby products—or simply baby wearing—to find relevant communities.
03. Look at existing online selling sites
Big retailer sites like Amazon, Wayfair and Target already feature an abundance of products—both general and niche.
Find inspiration by digging through their product categories and navigation menus. Wayfair, as an example, offers various subcategories of products all aimed at homeowners. When it comes to its Lighting category, you can filter for certain subcategories like outdoor lighting. From there, you can further narrow down your search to find products that satisfy various needs (e.g., outdoor lanterns versus post lights versus landscape lighting).
This practice not only helps you to find product ideas, but also points you to potential customer segments to target within the larger market.
Beyond this, take the time to research individual competitor websites. This will help you to understand how smaller store owners position their products and market them to the same (or similar) audiences.
04. Choose your suppliers
Just because a product idea sounds interesting doesn’t mean that it's a viable (or profitable) one. Do your due diligence by identifying potential suppliers and understanding the costs, materials, and processes associated with producing your items.
You may naturally run into the names of suppliers and manufacturers as you research ideas. If not, you can always check dropshipping suppliers, manufacturer directories (read: how to find manufacturers) and other product sourcing resources.
Carefully vet potential suppliers by evaluating things like:
Delivery and lead times
Payment terms
Costs (including delivery fees, restocking fees, etc.)
Minimum order quantity (MOQ)
Production capacity
Return policy
Private label services
Custom labeling and packaging options
Customer service
Reputation in the industry
The answers to these questions will help you to verify that the numbers work, plus anticipate any challenges from an operational perspective.
05. Test your niche product
Validate your product idea by engaging potential buyers. Consider offering pre-orders. Or, order products in small batches and test them with a select group of consumers.
Focus on gathering honest feedback, and don’t be afraid to get your customers involved in the process of selecting or further developing your products. Make sure that your test group isn’t simply made up of friends or family; tap consumers who don’t have a personal connection (and therefore bias) when evaluating your product.
If you host your online store on Wix, you can use integrated email tools or review apps to collect feedback from buyers. Ask about product quality, usefulness, value for price, and more.
Pay attention to other important data points as well, including conversion rates, average customer spend, and customer retention rate once putting your product up for sale.
Wix supports store owners with an eCommerce website builder, complete with tools for seamless product management, inventory management, price management and more. Get started today by creating a free account.
Niche products FAQ
What is an example of a niche product?
A niche product is a specialized item that caters to a specific subset of the market. An example of a niche product is artisanal vegan cheese. Unlike mass-produced cheeses, this product appeals to vegans and lactose-intolerant individuals who seek gourmet, plant-based options. Its unique characteristics, such as being made from organic nuts or legumes and offering diverse flavors, make it attractive to health-conscious and environmentally-aware consumers.