Why You Shouldn’t Expand Your Ecommerce Store
This sounds counterintuitive and of course sometimes it does make sense to add more products
BUT
Let me tell you a story about the journey of one online store that went huge by reducing the products they sold
This retailer sold women’s clothing, fashion items and some beauty products. It was a collection of what the store owner liked.
All in all, it was the store that they wanted to buy from themselves.
It did ok, but it was not great.
Over time she wanted to get serious
It became less about buying whatever she liked, and she was more focused on what would scale.
She looked at what she sold, her returns policy and her positioning
There was a lot going on in the store
She noticed that her competitors offered free returns and free shipping
But she couldn’t do that because some of her items where big and expensive to post
It seemed like a non-starter, but in that business was a huge business
She got rid of the big items and focused on the low weight low postage cost items
Relaunched with a focus around specific hair accessories
Put in place free returns and free delivery
Focused the Facebook page on how to use these products
Created a community around just these items
And went from doing revenue that was a little part time business to multiple millions of revenues each year.
Sometimes LESS is so much MORE
Are you trying to do too much? Watch my case study video http://
Thanks again!
Mark (Focus) Hammersley
