Sourcing Exploration Log 3: The Key to “What to Sell”
Starting a small business brings several challenges, and one of the first big questions is: What to sell? This year, at the Alibaba.com CoCreate event, I met a woman who had successfully grown an offline food brand. She wanted to expand online but wasn’t sure which products to launch. Attending the event was her way of exploring what others were doing and finding inspiration. This encounter made me realize that while sourcing and sales tactics can be figured out with the right methods, deciding what to sell isn’t something you can solve with a simple formula.
This article is for small business owners and aspiring entrepreneurs who are either just starting out or looking to expand into the online market. Choosing the right product category can feel overwhelming, especially when resources are limited and competition is fierce. Here, I’ll share some insights and practical frameworks to give you fresh ideas and help you make confident choices, even in a crowded market.
Mainstream Opinions on Product Category Selection
In my research on product selection, I found some common recommendations from experienced entrepreneurs or YouTubers:
With so many things to avoid, it begs the question: What shall I sell? The Products in Small Niche Categories, that’s what the majority recommended. Let’s first take a look at the options to avoid.
The trendy products, for example. During the pandemic, I worked with a global trade company that saw high demand for PPE. They quickly assembled a team to secure supply channels and launched a massive marketing campaign. But by the time they entered the market, demand was already declining, and the project lost momentum. Timing is crucial with popular products, and it’s easy to enter too late.
What about items you can find in local supermarkets? I recently bought things like a jewelry box and baby items (bibs, straw cups) online, even though I could easily find these at Walmart or Target. So why did I buy them online? Often, online shopping provides unique options, variations, or convenience that big-box stores may not offer, even for everyday items.
Some categories, like baby products, electronics, and small appliances, have strict safety standards in the U.S., which can be a deterrent. However, in my recent market research, I found that 54.3% of international sourcing buyers dealt with consumer electronics, 57.6% with small appliances, and 59.8% with personal care and household cleaning items. Surprisingly, 25% were even selling baby products. This data suggests that while compliance is required, it may not be a roadblock if managed correctly.
It seems that the process of elimination hasn’t made the answer any clearer.
A Strategic Approach: Using Career Planning Techniques to Select a Category
With so many options—from heavy machinery to dental floss—choosing the right category can feel overwhelming. I applied a career-planning technique: the “three-point alignment” of interests, skills, and values. This framework involves aligning a career path; I feel that the same approach applies when choosing a product category.
In career planning, this method starts by exploring options, understanding your capabilities, and defining the core values you want to uphold. For product selection, this means identifying familiar categories, assessing what you’re equipped to handle, and clarifying what you want to achieve through your business. Aside from profit, what other values drive you?
Identifying Your Interest Categories
Interest is what keeps us motivated in the long run. To find products I might enjoy selling, I looked at items I frequently interact with in daily life. Instead of listing every item, I grouped them into categories like:
After narrowing it down, I ask myself two questions: Do I need it? And Am I willing to spend time making it better? If both answers are yes, I know I’m on the right track. For me, my categories of interest include office supplies, car accessories, kitchen gadgets, home decor, and storage items. We can all identify items that we both need and feel motivated to improve.
领英推荐
Evaluating Your Abilities: Skills and Talents
Now, let’s consider abilities. Abilities can be divided into skills (learned and developed) and talents (innate abilities). Think back to moments of success in your life; you’ll likely find a few natural talents that contributed to them. As a mother and a marketer, my skills include data analysis, digital marketing, content creation, project management, and customer relationship management. My daily skills include organization, planning, and coordination, while my core talents are creativity, emotional intelligence, curiosity, self-discipline, and determination. Given my abilities, the home category aligns well with my skill set, as it requires both creativity and organization.
Defining Your Values: What Do You Want to Achieve Beyond Profit?
Beyond profit, what values do you want your business to reflect? For me, I want my business to offer beauty, creativity, and practical benefits to others, ultimately bringing a sense of achievement and fulfillment. With these values in mind, storage products appeal to me as they offer both functional and aesthetic value, creating a product line I’d enjoy building.
Understanding Niche and Creating Your Own Niche: Offering Something Unique or Superior
Interest drives us to develop skills, skills bring more value, and value enhances our interest. This cycle creates a positive loop for business growth. But is storage a niche? It’s true that storage products are sold everywhere. However, a niche isn’t necessarily about rarity; it’s about meeting an unmet need or delivering something unique. The same goes for product marketing: you don’t have to be the only one; you just need to do it better or offer more.
Consider the iPhone as an example. Before it launched, smartphones existed but relied on keyboards and styluses, which weren’t very user-friendly. The iPhone’s full-screen, multi-touch design was innovative, changing how people interacted with phones and setting the standard for future smartphones. This is a perfect example of a product that created a niche by addressing unmet needs through innovation.
Of course, exploring new product categories can be exciting. For most small business entrepreneurs, however, starting with personal interests, abilities, and values makes the journey smoother. Remember to add your own creativity and thoughtfulness to create your niche.
Building a Brand with Purpose and Differentiation
And if you’re serious about building a lasting business—not just a short-term venture—then trust me, build your own brand. A strong brand is more than just a logo or slogan. It’s a long-term investment that not only builds reputation but also drives ROI. As marketing expert David Ogilvy famously said, “We sell, or else.” Branding is my area of expertise, and I look forward to diving deeper into it in future discussions.
Final Thoughts: Stay True to Your Path
As a final note, here are three key reminders:
1.?? Don’t Rely on Platform Trends: When you see lists of “trendy products,” “bestsellers,” or “rising stars” on any platform, it’s likely already too late to catch the wave. Trust your own research and instincts.
2.?? Learn, Don’t Replicate: Learning from others’ success stories is incredibly valuable, but trying to replicate them isn’t always the best approach. The best fit is what aligns with your strengths and vision.
3.?? Stay Passionate and Curious: These qualities will help you continuously improve, update, and refine your products, sustaining your niche. You don’t need to be the only one; being the better one is often the reason customers choose you.
This article took an unconventional approach by using career counseling insights to tackle the question of “what to sell.” It may not be the traditional method, but I hope it brings you some fresh inspiration.