What to sell online? Inspirations and trends for your ecommerce site

The first question to ask yourself before opening an online store is not necessarily the simplest or most obvious: What to sell online? Many dream of finding the "holy grail" of products, but the key to success often lies in exploiting what's already working. Relying on tried-and-tested products, targeting a specific niche and diligently researching the tastes and expectations of today's consumers are all strategies that can help you find products that work.

Why capitalize on what already works?

The mistake made by many ecommerce sites is to be desperate to come up with a totally new product idea. This bias can even become a wall that leads you to never get started. As you'd expect, the ecommerce market is already full of popular products just waiting to be exploited in new ways. There are several advantages to focusing on a well-established domain:

• The demand already exists, so you don't need to convince your customers that the product is useful or trendy.
• A competitive market proves that the sector is promising. All you have to do is find the right way to stand out from the crowd.
• Research is facilitated by available data on trends, consumer habits and strategies that work.

For example, fashion, technological gadgets and beauty products are far from being new concepts. And yet, they are still at the top of the list of products most purchased online. In fact, all these categories are still among the top 10 products sold online in France, according to the latest Fevad ranking.

Which areas already dominate the market and why?

Fashion and accessories: a timeless classic

With 54.3% of buyers claiming to have made a purchase last year, fashion remains an essential pillar of ecommerce. Whether you're selling clothes, shoes or accessories online, this category appeals because personalization is easy, and one trend follows another. Trends evolve rapidly, and visual marketing works particularly well on platforms like Instagram and TikTok. To stand out from the crowd, finding a specific niche is a good strategy. Trends for selling sustainable, locally-made clothing, inclusive sizes or handmade accessories online are among the niches that can still make a splash.

High-tech: taking advantage of an insatiable craze

Tech gadgets and electronics accessories attract both enthusiasts and casual users. Phone accessories, connected objects, and products for gamers are particularly sought after. The list of 100 most searched Google products of 2024 thus gives pride of place to tech accessories. Among these tech gadgets, wearable products stand out, including Bluetooth speakers, the Oura smart ring, the PlayStation Portal remote player, and the famous earbuds (searches for which increase during the holiday season). Creating user guides or comparisons for your products is a tactic that will allow you to position yourself as an expert.

Second-hand market: when circular economy comes online

The resale market has been booming for some years now, driven by a growing ecological awareness and a search for bargains in response to the rising cost of living. In Europe, the second-hand market appeals to over 87% of consumers, and the resale of second-hand objects is expected to grow 9 times faster than the fashion sector by 2027, according to fintech Tripartie. Among the most popular products are clothing, vintage furniture and refurbished electronics. The considerable growth of sites like Vinted for second-hand clothing and Backmarket for refurbished products owes little to chance. By highlighting the durability and cost savings of your used products, you're sure to win over buyers who are increasingly sensitive to these arguments.

Beauty and well-being: a thriving industry that defies crisis

Natural cosmetics, skincare accessories and targeted products continue to appeal to consumers in search of quality and effectiveness. As with fashion and any other sector you wish to enter, staying abreast of new trends is essential. Beauty and make-up products will still be at the top of the Google search rankings in 2024. In France, Amazon, Yves Rocher and Sephora dominate this market and are therefore the sites you should always keep an eye on and know which products they sell the most. Following beauty influencers on social networks is also essential for keeping abreast of new trends.

E-tourism: riding the wave of travel-related purchases

Online travel-related purchases dominate in France, including train and plane tickets, and hotel reservations, according to the Fevad ranking. This sector offers opportunities to sell accessories online, such as lightweight and durable suitcases, ergonomic cushions, and universal chargers. With the rise of remote working, products aimed at "digital nomads," such as laptop backpacks and portable charging stations, are attracting more and more consumers. According to Google, searches for "overnight bags" peak every fall, a time of year conducive to getaways and short breaks. Offering compact and trendy travel bags for this season can be an excellent way to attract seasonal customers.

Conclusion

Launching an online store is much more than just a business strategy. It's about listening to the market while staying true to your own values and interests. Instead of reinventing the wheel, build on what's already working and add your own touch. With a clear strategy, a healthy dose of research and a willingness to innovate, you have all the keys to success in e-commerce. And what if the real secret of success lay in your ability to evolve your offering in line with changing consumer aspirations?