How to Find Winning Products for Your Online Store

Every great business starts with an idea that’s just too good to let go. Maybe it’s a game-changing invention, a bold new spin on a classic, or a trending product with serious market buzz. Whatever the case, that lightbulb moment is often the first step on the road to entrepreneurship.
But what if your ambition to become an entrepreneur comes before the big idea? How do you figure out what to sell when you’re starting with a blank slate? It can feel daunting, especially when it seems like every product under the sun is already out there.
Don’t worry; there’s still room for your breakthrough. In this article, we’ll explore how to find winning product and craft a brand that truly stands out.
What is Product Research?
Product research is the process of collecting and analyzing information about a product and its place in the current market. This includes studying competing brands, understanding their customers, and gaining insights into the industry as a whole. The goal is to evaluate key factors like market demand, product viability, and the most effective sales channels.
While product research is essential for new businesses searching for their first product, it is equally valuable for established brands. It allows companies to strategically explore new products or categories, helping them validate ideas, avoid costly mistakes, and maintain a competitive edge in the market.
Read More: Comprehensive Guide to Dropship Product Research: Find Winning Products
Top Creative Strategies to Find Winning Product
1. Find a Problem and Fix It
The best products are born from solving everyday problems. People love anything that makes their lives easier, so pay attention to common complaints and frustrations. Social media, customer reviews, and online forums are treasure troves for uncovering these pain points.
Addressing a problem doesn’t always mean coming up with a completely new invention. In some cases, it’s about refining an existing product or correcting weaknesses in the market. For example, Kirrin Finch saw an opportunity to offer gender-neutral clothing inspired by menswear, but designed to fit the needs of women and non-binary individuals. Their product doesn’t just fill a gap in fashion, but also supports a broader movement for gender equality.
2. Spot the Next Big Thing
Catching a trend before it takes off can give your business a huge advantage. The secret is to identify it early, long before it saturates your social media feed and the competition catches on.
Start by diving into social media. Explore trending hashtags, follow niche influencers, and pay attention to conversations gaining traction.
Stay tuned to trade magazines and industry blogs as well. These sources often share trend forecasts based on research and historical insights. Pop culture and current events are gold mines for inspiration, as well.
And don't underestimate the impact of technology in creating new opportunities. Technological innovations frequently pave the way for fresh ideas and market demands. For instance, the rise of artificial intelligence has opened the door for a variety of products such as smart thermostats to voice-controlled assistants and advanced security systems.
Ring is a perfect example of a business that successfully embraced this change. Before Ring, home security systems were known for being bulky, expensive, and complicated to use. Ring changed the game by offering sleek, user-friendly solutions like video doorbells and alarm systems. By tapping into the growing trend of connected home technology, Ring made home security more practical, affordable, and accessible for everyday consumers.
3. Cater to Niche Passions
People who are passionate about a hobby or interest often don’t hesitate to spend more to get exactly what they’re looking for. To find winning product, understanding your target audience is essential. It’s even easier if you’re part of that group yourself. Suppose you’re into tennis and participate in a weekly meet-up, engaging with others in this community can reveal their specific preferences and challenges.
Focusing on a niche market might mean reaching fewer people, but it can also lead to a devoted and loyal customer base if your product meets their needs. The key is finding a niche that isn’t being fully addressed by existing products.
Solé Bicycles is a perfect example of this. The brand doesn’t just sell bikes; it offers a way for people to express their individuality. For Solé’s customers, bikes serve as a "mobile canvas" to showcase their personality. By embracing bold colors and crafting aspirational lifestyle imagery, Solé has built a strong connection with its audience, fostering a loyal customer community.
Read More: 10+ Top Trending Niches in eCommerce
4. Follow Your Own Passion
Starting a business based on something you love is one of the most authentic ways to dive into entrepreneurship. Many successful ventures begin as personal hobbies, from artisans turning their craft into a business to creators selling handmade goods online.
Passion for your product helps you stay motivated and overcome obstacles. Plus, if you already understand your product personally, you’ll have a clearer sense of what your customers need and want.
Gary Vaynerchuk’s journey is a great example of passion fueling success. Immersed in the wine world since he was 14, Gary channeled his expertise and industry connections to co-found Empathy Wines. By blending his love for wine with a commitment to value, he created a brand that speaks directly to wine enthusiasts, proving that when passion meets purpose, great things happen.
5. Use a Sales Funnel to Compare Two Products
Wanna find a winning product between two potential ones? A sales funnel provides a powerful way to test audience interest and pinpoint the winner. Instead of making assumptions, this method allows real data to guide your choice, ensuring you focus on what excites your customers most.
Two separate landing pages can be created; one for each product concept. Each page should include attractive visuals, a clear description of benefits, and a call-to-action such as “Pre-order now” or “Find out more.” Even without finished products, mockups or prototypes can be enough to gauge interest.
By directing equal traffic to both pages through targeted ads or email campaigns, you’ll get unbiased insights. Track metrics like clicks, sign-ups, or pre-orders to identify which product is gaining more traction.
GemPages makes this process even easier by helping you design high-converting landing pages and run A/B tests. This way, you can directly compare both product concepts and see which one resonates more with your audience, ensuring you make the best choice for your business.
6. Find Winning Product Through Opportunities Through Keywords
Driving organic traffic from search engines is a fantastic way to grow your business, but it can be intimidating with all the competition and constantly changing Google algorithms. Here's the trick: use keyword research to uncover areas where people are searching for products, but where there isn’t a lot of competition. This gives you a chance to step in and meet demand more easily.
There are a ton of tools to help with keyword research, some even free. Ahrefs, for example, lets you see both search volume and competition levels, which can help you spot the best opportunities.
But remember, people don’t just use Google anymore. Platforms like Pinterest, Instagram, and TikTok are where many consumers - especially Gen Z - are discovering new products. These platforms can offer valuable insights that lead to finding your next winning product.
7. Test Your Ideas on Social Media
Social media isn’t just for finding trends or researching keywords; it’s an amazing place to test ideas, engage with your audience, and get creative inspiration.
Take Jacob Winter, for instance. He co-founded Mush Studios after his TikTok videos about his rug-making hobby went viral. All that attention told him there was a market for his creations. By building an audience and connecting with them, Jacob was able to find winning product and operate a full-fledged business.
Read More: 6 Creative Social Media Ideas For Small Business To Grow
8. Draw Inspiration from Shopify Stores
Shopify is more than a tool for building your online shop; it’s a treasure trove of ideas waiting to be explored. By visiting successful Shopify stores, you can discover what products are in demand, how brands position themselves, and what strategies are creating real connections with customers.
To go even further, explore Shopify’s featured collections, such as the excellent stores on Shopify Plus. Don’t have a Shopify store yet? Now’s the perfect time to start one and dive into the success stories of merchants who’ve turned creative concepts into thriving businesses. You might just find the spark for your next winning product.
9. Focus on Products with Strong Profit Potential
If you’re just starting out, looking for products that offer higher profit margins is a smart move. These products cost less to make but have the potential for bigger returns. When determining your product’s price, you’ll need to calculate the cost of goods sold (COGS), which includes the price of production, shipping, and marketing.
Think about low-cost items that could offer a high return on investment, like children’s products, specialty items, or candles. Additionally, private-label products tend to have high margins, giving you a chance to start small and scale with minimal risk.
10. Tap into the Sustainability Wave
More and more consumers, especially younger ones, are gravitating toward brands that care about the planet. From eco-friendly products to ethical business practices, sustainability is becoming non-negotiable. If your business aligns with these values, you are not only meeting demand, but you are also building lasting connections with conscious consumers.
To jump in, research other sustainable brands to see what products are popular. You can create your own version of an existing product with an eco-friendly twist.
Allbirds has set a new standard in footwear by addressing the demand for sustainable options. Recognizing the lack of eco-friendly shoes, the brand crafts footwear using natural materials. But Allbirds doesn’t stop there. It prioritizes environmental responsibility through recycled packaging and meaningful contributions to environmental causes.
11. Look to Global Markets for Inspiration
Sometimes, the next big thing is already gaining traction elsewhere. Global trends often make their way to new regions, and being the first to spot them can put you ahead of the curve. Consider how the Korean beauty industry took North America by storm a few years ago; what trends in other countries are poised to hit your local market?
Paper Shoot Camera is a remarkable example of jumping on a trend. Gillian Gallant came across it on TikTok and immediately saw its potential for North America. By introducing the cameras to a new market, she gave people something fresh and exciting they didn’t know they needed. It’s all about spotting what’s trending and bringing it to a crowd that's ready to embrace it.
12. Get Creative with Personalization
In a crowded market, offering a personal touch can help your brand stand out. Customizing products, whether it is with a print-on-demand service or a tailored design, can give your business a unique edge.
Take Pluto Pillow, for example. They’ve transformed the typical pillow by offering fully personalized options based on your sleep habits and preferences. With this strategy, Pluto Pillows has successfully connected with its customers on a deeper level.
The Bottom Line
If you’re still figuring out what to sell or have a few product ideas in mind, there are many ways to find a winning product that has high demand and low competition. Explore search engines, browse social media, and keep an eye on Google Trends to discover emerging opportunities. Take a look at top-selling products from other brands, or search for trends and underserved audiences in niche markets to uncover your next big idea.
Once you've found that perfect product for your online store, you’ve taken a crucial first step toward entrepreneurship. Set up your store, get the digital marketing wheels turning, and start attracting the customers who are waiting for your unique offering.