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How to Make a Killer eCommerce Site with Very Few Products

Pairs of shoes on an eCommerce website.

All online stores have a common goal: sell as many products as possible. Beyond that, online stores differ from each other on various levels, including their format, design, features, target markets and more. With that in mind, it’s highly important that eCommerce businesses create online stores that are most well-suited to their profile.

One category that might influence the structure and the character of the store is the number of products. Many small businesses specialize in producing a limited amount of artisan or custom-made goods, which definitely has its allure but might not look too impressive on a web page that is nearly empty.

Sneakers on an eCommerce website.

Does this mean that it’s not worth creating a free eCommerce website with a small number of products? Absolutely not! It only means paying more attention to certain aspects of the process. You can certainly build an online store that looks beautiful and sells great, especially if you follow these Wix eCommerce tips:

Invest in Professional Product Photography

Promoting your brand with high-quality images is always a priority, but there’s an additional urgency to do so when you work with a limited product-base. Not only will professional photographs display your products at their best, they will also improve your overall site design significantly.

Online storefront product photography of women's sneakers.

If your eCommerce site sells a service rather than a product, hire a photographer to shoot a session of you or your customers in action.

Think Large, Design Large

With few products, there’s not that much that you can post on your site. You want to avoid too much “white space” (empty spots not used for any design element) on the site by using large images, large texts, large headers, etc. When working with big design elements it’s important to avoid too much clutter. Use that space that you have and get roomy. Don’t cramp everything together or you’ll end up in chaos.

Devote a Page to Each Product

Online stores that have a large selection usually divide their inventory according to different categories. With a smaller selection, it might be a better idea to create a sub-category for each separate product and use an entire page to promote that product in the best possible way.

One useful way to approach this is by treating each product as a sub-brand with its own name and identity. For instance, instead of creating a separate page for lavender soap, cucumber soap or honey soap, try something like “soothing sensation”, “revitalizing fresh up” or “deep calm”.

Be Detailed

Take the opportunity to present your product in a meaningful way that communicates all its benefits. You don’t have to limit yourself to a simple list. Give a fuller picture of your product using multiple images, going through the manufacturing process, or presenting the product variations (sizes, colors, materials).

This is significant because a store with few products may not seem very serious or professional to some online shoppers. By adding information and content you demonstrate that you are trustworthy and serious, and that you put the emphasis on quality rather than quantity.

Product page and description of a sneaker sold on an online store.

Give Life to Your Product

Make it easy for potential customers to visualize your product as part of their life as a way of showing them why they need it. You can achieve this by adding photos of the product being used by real people (rather than just lying inanimately on a white background), by making instructional or promotional videos, by writing in a friendly, eye-level tone, and by listing tips and recommendations that maximize your product’s value.

Add Testimonials from Satisfied Customers

The power of positive opinion is real and it has an especially big impact in eCommerce, where shoppers want to verify that they are getting a good deal from a distance. With a small product selection, getting the endorsing feedback of previous customers provides the quality stamp that you need to be able to present a more confident brand identity. You have two options to go with: Either create a separate Testimonials page (you can use the Inffuse Testimonials app) and concentrate all feedback there, or add specific testimonials to the product page that they are relevant to.

Brielle Gordon

Brielle Gordon

Marketing Writer, Wix eCommerce

Brielle is a Colorado native with a passion for innovation and helping to mobilize entrepreneurs. Brielle is a marketing writer for Wix eCommerce, which powers over 700k online stores worldwide.

Wix Stores eCommerce platform banner.

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