Jared Goetz argues that successful e-commerce entrepreneurs in 2025 focus on a niche brand instead of selling random products. A dedicated niche lets you sell more to the same customers, run cheaper marketing, and innovate faster.
People ask me all the time, what's working in e-commerce in 2025? 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.
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