General stores still make money, but the most successful e-commerce businesses in 2026 focus on a single niche brand. Niche brands drive repeat purchases, run cheaper marketing, and build more valuable companies.
People ask me all the time, what's working in e-commerce? The ability to test different products and kind of like that model, general store. And I think that can still work. But all of the people that are doing like big numbers consistently year over year, building enterprise value, they're all just focused on a niche and build like a niche brand because you sell the product to a customer, you can sell them more products and then also your marketing can be more effective. And then product development, innovation, introducing new products. So the rich e-commerce entrepreneurs, they're all just focused on a niche.
How to track independant creators' performance for the products you're selling
