Is Niche Better? The One Product and General Store Showdown
One Product Store vs. General Store — Which is Better for Your Ecom Journey?
In the ever changing world of online business, there’s one debate that refuses to die: Should you go with a one product store or a general store? It’s a hot topic and for good reason. Both setups have their pros and cons and choosing between them can feel like a major decision.
But here’s the truth, there’s no one-size-fits-all answer. Each approach has its own unique set of advantages and potential disadvantages. What works for one person might not work for you. Still, understanding the strengths and trade-offs of each model can help you make smarter and more confident choices as you grow your E-com brand.
In this blog, we want to outline the key advantages and disadvantages of each store model to help you make a decision you might currently be grappling with. So let’s break it down and unpack what each store type brings to the table.
General Stores: The All-In-One Approach
Let’s begin with what a general store is. Think of a general store like a digital shopping mall, there’s a little bit of everything under one roof. This is perfect for testing different products without needing to create a new store every time. This model is great when you’re still figuring out which products hit home with your audience. You can easily swap products in and out, try different angles, and see what gains traction. There’s no need to reinvent the wheel with each test.
A general store comes with its own set of advantages and disadvantages. You have an increased chance of having a higher Average Order Value (AOV). With an array of products at their fingertips, customers can be more inclined to explore and add more items to their cart, increasing their overall spend. However, with more products comes more SKUs you’ll have to manage (sizes, colors, etc.). This can make inventory management trickier and may lead to potential supply chain issues down the road. You’ll also require a larger investment to stock all the variations of your products.
Another benefit is the longevity of your business. With the introduction of new products, it can be a continued breath of fresh air for your store. A steady influx of new products not only retains customer interest but also fosters ongoing engagement and revenue generation. We can see this with businesses like Amazon and Netflix, which are consistently introducing something new.
On the downside, having a multitude of different products can sometimes divert customers from their original intent to purchase and encourage more casual window shopping. This can dilute the focus and intention of your marketing efforts, requiring a broader range of strategies to effectively engage your customers and prompt conversions for each product.
It’s also worth considering the content side of things. With many products, your marketing efforts will need to cover a broader spectrum. You’ll need to dedicate more time and resources to ensure each product gets it's spotlight, which can be a challenge that demands an extremely strategic content creation and distribution process.
Niche General Stores: A Focused Spin
Another option is the niche-focused general store. Which works great when you want the flexibility of a general store but with more targeted branding. Think of this as a store within the mall that caters to a specific audience or customer like a golf store or a jewelry store. This approach allows you to consistently introduce new products, giving your business fresh life and the ability to sell to the same customer over and over. After all, staying relevant and innovative is the lifeblood of any successful business.
General Store Pros & Cons
Pros:
- Easily test multiple products
- Higher chance of increasing Average Order Value (AOV)
- Longer business shelf life through fresh product drops
- Flexible marketing opportunities
Cons:
- Managing lots of SKUs can get messy
- More time needed for content creation per product
- Shoppers may get distracted and just browse without buying
- Broader strategy required for ads and audience targeting
One Product Stores: The Power of Focus
Now let’s take a look at the one product store. One product stores are built entirely around one product. Think of it as giving one standout product the red carpet treatment, all eyes are on it and it alone. This approach has it's own special charm, especially when you have a product that speaks volumes on its own. Your customers become immersed in an experience that’s made specifically for that product, which can greatly increase its chance of conversion.
One product stores come with their own advantages. Inventory management becomes remarkably efficient, and the streamlined nature allows for precise, focused direction. However, if your product doesn’t resonate with your audience as anticipated, you may be stung due to your commitment to a single product. Having to create a new store for each test is less than optimal in terms of time and money.
A strategy you can utilize is to start your testing on a general store. Once you’ve received enough data and market insight to validate your concept, you can then transition into a one product store to create a better customer experience with higher conversion rates.
Operating a one-product store also comes with the trade-off of lower average order value (AOV) potential. But the flip side is that you typically get a higher percentage of visitors with strong intent to purchase. They understand the product and have emotional investment, which drives conversions. Another trade-off is the lower likelihood of repeat purchases, since their need has been met. The challenge lies in your ability to captivate them with such a unique and remarkable experience that they become lifelong customers and advocates for your brand. Achieving this with one product takes finesse to ensure a lasting impact and recurring sales.
One Product Store Pros & Cons
Pros:
- Super clean branding and messaging
- Easier inventory management
- Higher conversion rates due to focused experience
- More buyer intent from visitors
Cons:
- If the product flops, you're back to square one
- Testing new products means launching new stores
- Lower AOV potential
- Harder to generate repeat purchases
So... Which One Should You Choose?
There’s no wrong answer here, just different strategies depending on your goals. If you’re still experimenting and want the freedom to test fast, a general store is your go-to. But if you’ve got a killer product and want to build a premium customer experience around it, a one product store might be your ticket.
Either way, both models can work. It’s all about how you use them.
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