How to choose the ideal product range for your online store

Have you ever wondered why some online stores thrive while others fail? Because the whole secret lies in...

Glossary

• 🛒 Online store - Virtual a trading platform that allows you to sell and buy goods via the Internet.
• 📈 Assortment - A set of different products offered by an online store for sale.
• 🎯 Target Audience (TA) - A group of people who are targeted by the advertising and marketing activities of an online store.
• 📊 Market Analysis - The process of market research to understand the demand for a particular product or service.
• 🧮 Market segmentation - Dividing a market into distinct groups of buyers with similar needs or characteristics.
• 🔄 Assortment management - The process of planning and controlling product assortment to satisfy customer needs and increase profits.
• 🎨 Product catalog - A systematically organized list of online store products, usually with descriptions, photographs and prices.
• 🧠 Marketing strategy - A set of measures and solutions aimed at promoting goods and services on the market.
• 🛠 SWOT analysis - A technique for assessing the strengths, weaknesses, opportunities and threats of a business.
• 📉 Product turnover - An indicator that reflects the speed of sales of a specific product in an online store over a certain period of time.
• 🔍 Competitive Analysis - The process of studying competitors to determine their strengths and weaknesses.
• 📦 Inventory management - The process of monitoring and optimizing the quantity of goods in the warehouse of an online store.
• 🌐 SEO (Search Engine Optimization) - The process of improving the visibility of an online store in search engines.
• 📲 Mobile responsiveness - The ability of an online store to display and function correctly on mobile devices.
• 🤝 Suppliers - Companies or persons providing goods for further sale in an online store.

Where to start choosing the right assortment

I can say with confidence that the right choice of product range is a key factor in a successful online store. This process is not static, and in order to successfully compete in the market, many factors must be taken into account.

Factors influencing the selection of assortment

🛒 Market research

When I first started my e-commerce journey, I understood the importance of market research. I analyzed supply and demand, tracked the actions of competitors and tried to understand which products were most in demand among customers. I recommend you do the same. Research popular products and trends to give your customers exactly what they want.

📦 Inventory management

At the start, I often made mistakes with the quantity of goods purchased. Some positions remained in warehouses as dead weight, while others were scattered in the very first days. Next time I had to order much less of the former, and more of the latter. Constantly tracking the movement of goods helped me optimize warehouse logistics and reduce costs.

📈 Seasonality of demand

I am sure that it is necessary take into account the seasonality of demand for goods. In summer, sleighs sell best (yes, that’s right), and in winter, beach mattresses sell best. This is not a joke; seasonality of demand plays a significant role in shaping the store’s assortment. It is worth adapting to the seasonal needs of clients in order to always be in trend.

📉 Decline in popularity of products

Another important aspect is a drop in demand for outdated product models. Yesterday everyone was buying the iPhone 10, but today everyone wants the latest model. In such cases, I always update the catalog, removing old models and replacing them with new ones, in order to maintain the interest of buyers.

Customer Satisfaction

Customer satisfaction has always been a priority for me. I strived to maintain a diverse selection, offering both popular and niche products. You can maintain the freshness of the assortment in the following ways:

🌟 Regular updating of the catalog

To keep customer interest at a high level, I regularly updated the catalog with new items. This helped me avoid a static assortment and stimulated repeat purchases.

🔍 Feedback Analysis

I've always paid attention to customer reviews and comments. This allowed me to understand which products were in demand and which ones should be removed from the catalog. Actively engage with your target audience to improve your product offerings.

🤝 Partnership with reliable suppliers

As my experience shows, cooperation with trusted suppliers helps to minimize risks and ensure stable quality of goods. I recommend that you build relationships with these partners to reduce the likelihood of defective or low-quality products appearing in your store.

Useful tips and tricks

📝 Use data to make decisions

I believe that analyzing sales and demand data is the cornerstone of successful inventory management. You can use specialized analysis tools to make informed decisions. This will help you better understand which products should be included in the catalog.

🤔 Be flexible and adaptive

When I started , I was mistaken in thinking that the correct assortment could be established once and for all. In fact, this is a constant experiment. Be prepared for changes and adapt to current market needs.

Overview table

I hope that my advice and personal experience will help you create the perfect assortment for your online store. Good luck in this difficult but extremely exciting task!

Key aspects of choosing an assortment for an online store - compiling a catalog

When I started my online store, one of the most important issues was the selection of an assortment of goods. Choosing the right products immediately increased my chances of success and allowed me to avoid many mistakes that beginners often make. Let's figure out how to do this as efficiently as possible.

Competitor Research

The first thing I did was conduct an in-depth analysis of competitors' offerings. To do this, I researched their websites, product catalogs, customer reviews, and even tried some of their products. This gave me a foundation from which I could build in the future. I recommend studying at least ten competitors who have been in the market for a long time and have a positive reputation.

Parameters for analysis

For the analysis to be truly useful, it is important to consider a number of parameters:

• 🛍 Target audience. If your competitor works with young people, and you plan to sell products to the older generation, his experience will be useless.
• 🌍 Geography of business. Selling to regions with different characteristics may require different approaches.
• 💵 Price category. If your products are in a different price niche, you will need to choose completely different products.

Taking into account customer needs

The main principle that I always adhere to is to listen to my customers . Regular surveys, analysis of reviews and conversations with customers help me understand what products they want to see in my store. I am convinced that such measures help to update the range in a timely manner and keep abreast of current trends.

Catalog optimization

I also recommend implementing an analytics system to track customer preferences and behavior on the site. This will help you see which products are the most popular and which ones can be removed as unnecessary. For example, in my store we regularly update the catalog, leaving only the most popular items.

Case studies

When developing an assortment for a store, I advise taking into account regional features market. In one of my projects, we introduced specialized products for each region, which significantly increased sales. It was a difficult task, but the results were worth the effort.

Useful table for analyzing the assortment

Assortment selection:

Indicator	Helpful	Not helpful
Competitor Research	Experience of proven companies	Limitation to analysis of one
Target audience	Age adaptation	Ignoring audience specifics
Business geography	Taking into account regional characteristics	Universal approach
Market analysis	Constant analytics	Once a year or less
Client expectations	Surveys and reviews	Ignore reviews

To summarize, I can say that the correct selection of assortment requires a systematic approach and careful attention to the needs of your customers. I am confident that following these principles will help you create a successful and competitive online store.

For an in-depth analysis of competitors, please visit this link.

Adjusting the assortment

Choosing the right assortment of products is key success factor for any online store. From my own experience, I can confidently say that a well-chosen assortment directly affects customer satisfaction and, as a result, the level of sales.

To begin with, I recommend carefully analyzing your target audience. Find out exactly what products your potential customers are interested in, what problems they would like to solve with their help. Personal example: when I opened an online shoe store, I paid attention to the needs of my customers - I analyzed their reviews, preferences and frequency of purchases. This allowed me to narrow down the selection to those models that were in greatest demand.

I also believe that it is important to follow trends. At one time, I noticed the growing popularity of environmentally friendly products, and included shoes made from recycled materials in the range. This not only attracted new customers, but also increased the loyalty of existing ones.

The next step is competitor analysis. I always recommend researching what products competing stores offer and how they are promoting. For example, when analyzing the successful experience of competitors, I saw that some of them were actively working with the category of budget smartphones. I included inexpensive but high-quality models in my assortment, which increased sales volumes.

An important point is not to overload the assortment. Marketers have long proven that too much choice can reduce conversion rates. In one of the experiments I conducted, we put 30 laptop models on display. Customers stood in front of the display case for a long time, but made purchases much less often compared to the display case, where only 5 models were presented. As a result, I decided to narrow the range and focus on the best-selling items.

Practical advice on selecting an assortment:

• 📊 Analysis sales: I recommend conducting regular sales analysis to understand which products are in greatest demand and what the margin is on them. This will help optimize the assortment and eliminate ineffective items.
• 🔄 Feedback: Collecting customer feedback helps to understand their preferences and adjust the assortment. I have always approached my clients with surveys and implemented their recommendations.
• 💡 Testing new products: I always recommend testing small batches of new products before adding them to the permanent range . This will avoid spending on goods that may not be in demand.

As a conclusion, I was convinced that the correct The approach to assortment formation is not just intuition, but careful analysis and constant interaction with customers. I highly recommend paying attention to huge warehouse space and other important aspects to ensure the most optimal product offering.

Best Practices Chart

I hope that this experience will help you in creating the assortment of your online store. I am confident that with the right approach you can not only satisfy customer needs, but also significantly increase sales.

Assortment optimization for an online store

🛒 When I first started doing online shopping, I was faced with the problem that the initial assortment was unlikely to hit the bull's eye and satisfy customers. Assortment optimization is one of the key points for achieving success in online trading. Here's how I dealt with it and want to share my experience.

Sales Analysis

📊 Analyze your sales carefully. I always looked at sales data to understand what was going better and what was going worse. I excluded products that sold poorly from the catalog or purchased them at a minimum. For example, in a bicycle store, I found that children's models sold out much faster than expensive professional bicycles. I increased purchases of children's models, which led to a 20% increase in sales.

Customer surveys

💬 Conduct surveys. Feedback from customers allows us to select the right assortment. In my experience, I conducted surveys through email newsletters and social networks. I used the results obtained to update the catalog. For example, 40% of respondents noted the lack of accessories for bicycles. By including these products in the assortment, I not only satisfied the needs of customers, but also increased their level of engagement.

Keeping track of trends

📈 Follow trends. If a product becomes fashionable this season, be sure to include it in your assortment. One season, it became popular to sell electric scooters. Taking into account this trend, I expanded the range by adding different models of scooters and accessories for them. This led to a significant increase in customers and an increase in the average bill.

Related products

🚀 Include related products in the catalog. You can add additional products to any purchase, which allows you to increase the average check. I always selected related products so that they complement the main purchase. For example, I added cycling gloves, locks, water bottles and other accessories to the bikes. This led to an increase in the average check by 15% and also increased customer conversion.

You should ensure that the inclusion of related products is not reduces conversions and adds real value to customers.

I am convinced that proper assortment optimization will help your online store significantly improve customer experience and increase sales.

Choose your assortment wisely

I want to share with you with your experience in choosing assortment for an online store, which, in my opinion, is one of the key factors for a successful business. Proper selection of products not only satisfies customer needs, but also helps increase sales. Below I will discuss which factors play a significant role in this process.

Focus on niche and target audience

At the beginning of my career I did not have significant investments, so I was forced to carefully choose market segments to target. I started with a specialized niche, which allowed me to establish high-quality service and offer exactly those products that were of interest to my target audience. I would also advise you not to try to please everyone at once, but to focus on specific social groups and economic levels.

Price segment and assortment

Determining the appropriate price segment is another important step. I can confidently say that starting with budget products and at the same time trying to sell VIP products is a weak strategy. When I started working, I focused exclusively on the middle class, which allowed me to build trusting relationships with clients. If I offered several luxury models separately, I would risk losing a client who would expect the entire store to be of a high standard.

Additional products and their relationship with the main ones

When it came time to expand the assortment, I made sure that the additional products corresponded in status and price of the main offers. For example, I added quality ties to Italian silk shirts to complement the product line. I would recommend that you do not offer cheap synthetic products next to premium products, this may scare off customers.

Reducing the risk of failure

Product selection requires careful market analysis and an understanding of current trends. I monitored the competitive environment, analyzed sales and customer needs. To do this, I used many analytics tools. I can recommend using dropshipping as one of the ways to minimize financial risks and quickly test new products.

Conclusions that I made in my practice:

• The best range is the one that exactly meets the needs of your target audience.
• Don't try to please everyone at once - focus on a specific niche.
• The distribution of assortment by price and status should be logical and transparent for the client.

Perfect assortment: what is useful and what is useless

I urge you to carefully select the assortment for your online store. The financial success of your business and customer satisfaction depend on it. Compilation approach will help you avoid duplicating errors and achieve better results.

Summing up: Optimizing the assortment of an online store - Process and solutions

When I started my online store, I was faced with the problem of selecting an assortment of products. I initially chose a wide range of products, believing that more is better. However, I quickly realized that this approach was ineffective. Why is the right choice of assortment so important for success? I will explain based on my experience and offer some practical recommendations.

Main factors for assortment selection

1. Market and Demand Analysis: After conducting market research, I was able to identify the most popular product categories. I encourage you to monitor trends, analyze competitive offerings, and study buyer behavior. For example, in the food niche, I noticed that organic products were in demand, and I intensively included them in the catalog.

2. Seasonality: To maximize sales, I took into account seasonal fluctuations in demand. For example, in the winter, I focused on selling warm clothes and winter equipment, which in turn increased revenue.

3. Customer Feedback: After conducting several surveys and surveys, I received valuable information from customers about what products they really needed. This allowed not only to increase the level of satisfaction, but also to avoid the accumulation of slow-selling goods.

Practical steps to assortment optimization

💡 Focus on quality, not quantity: I believe it is better to offer fewer products, but still high quality. This has a positive effect on the store’s reputation and customer loyalty.

📊 Using Sales Analytics: To understand which products needed adjustments, I regularly analyzed sales data. Use analytics tools such as Google Analytics and internal sales tracking systems to identify weak and strong positions.

💼 Testing new products: When introducing new product categories, I use the testing method. For example, before adding a new line of electronic gadgets, I tested their sales on a limited basis. This helped to minimize risks and understand what demand there would be for new products.

Personal experience and examples

One of the striking examples of my practice is the case of pet products. Initially, the range included both expensive and budget options. By analyzing sales, I discovered that mid-priced items were in greatest demand. Gradually, I removed the most expensive and cheapest items from the catalog, which allowed me to increase sales by 25%.

To understand which products need to be adjusted, I also often carried out promotions and discounts for certain categories of goods. This made it possible to clear warehouses of irrelevant items and at the same time increased customer interest in new products.

Assortment optimization requires activity, analysis and flexibility in decision making. Based on my experience, only those stores that constantly develop and adjust their assortment can successfully compete in the market.

This approach has proven to be effective, and I am convinced that it will help to you. Engage in analysis, be flexible and listen to customer feedback. Good luck in optimizing your assortment!

Experience ASOS Company

Detailed description of the client, their business and goals

Company ASOS is an international online store of fashion clothing and accessories, founded in the UK in 2000. ASOS's main goal is to provide a wide range of stylish and high-quality products for young people at affordable prices.

Identification of main goals and objectives

The main goals of ASOS include:

• 🎯 Expanding the range of products 📦 to suit different tastes;
• 🏆 Retaining regular customers 📈 and attracting new ones;
• 🌍 Expanding presence in the international market 📊.

Formulation of the main problem

The company was faced with the problem of determining the ideal assortment that would be adapted to tastes and preferences of a diverse international audience. In addition, it was necessary to optimize the product catalog and its updating process.

Description of the characteristics and interests of the target audience

The vast majority of buyers ASOS are young people aged 16 to 35, focused on fashion trends and new items. They actively use social networks 📱 to find inspiration and value fast delivery 🚚, as well as frequent assortment updates.

Important points for potential clients

📊 Facts and figures:

• ASOS offers over 85,000 unique products from a variety of brands.
• more than 8 million unique users visit the site per month.
• The average customer order is $75.

ASOS focuses on the following key points:

• 🎨 Wide range of brands and styles
• 💸 Promotional offers and discounts
• 📦 Fast delivery and easy returns

Example: After introducing new methods for selecting assortments and analyzing customer needs, ASOS increased website conversion by 22%.

Summary table

ASOS shows how to style assortment can affect the success of an online store. This is achieved through thorough market analysis, in-depth understanding of the customer base and constant catalog updates.

Often asked questions on the topic: How to choose the ideal product range for your online store