alexey.ecom

"What Ecom brand should I launch in 2026" Some dudes say Fashion stores are the easiest to start Some say you have to run supplements for LTV There's no magic niche. Most of them can work But most of you just pick without thinking and wonder why you're having such a hard time scaling. Here's the 4 criterias I use to decide if a product/brand is worth pursuing: 1) Google Trends ⠀ Some of you are marketing products people don't want anymore If you were selling newspapers today, no ad is saving you. The market is against you. Same if you're still pushing Kojic acid products you found on TikTok Shop. That trend has been declining all year Take EMS ab trainers as an example. Fitness as a category keeps growing, so even though everyone's calling the product saturated, there are still people printing with it. Market "saturation", or competitive niches are not a problem. But declining markets are. Do a simple Google Trends search on your niche, market, and product in your target country for the last 5 years. If the trend is flat or going up, you can make a lot of money. If there's a big decline, you're fighting gravity. Also check for seasonality. You'll be surprised the product you're selling may be seasonal. Plan accordingly. 2) Affinity Do you actually believe in what you're selling? If you don't have conviction in your product, it's hard to convince others. You don't need to be passionate about it. Just something that resonates with you. E.g. Pilates products for women, even if you're a guy. If you've seen how it works and believe it can help, that's enough. If you don't care about the niche or the value you're providing, avoid selling that product long-term. I'd way rather sell something I'm interested in than push some random supplement for the LTV. Even if that caps you at $5M/mth instead of $30M/mth (hypothetical numbers), you're still making a fck ton of money to do whatever dumb sht you want WHILE enjoying it. If you don't enjoy what you're building, you won't last long enough to see the compounding effects stack for your brand. If you truly believe in your product, you'll work way harder, your vision is far greater, and you'll attract top tier talent much easier. Hudson at Comfrt talks about his brand like it's a mission. That belief pulled in the best creators on TTS to run "The Hudson Method." Now they're on pace for $1B/year, fully bootstrapped. 3) Non-Gimmicky Products ⠀ If your product doesn't actually work, you'll hit a wall. Selling height-boosting gummies? Good luck. You'll spend more time convincing yourself it works than convincing customers. Do a simple search on GPT. If the product is obviously BS, avoid it. You see tons of new supplements with new mechanisms show up. I don't see a point hopping on random Ayurvedic/TCM/folk medicine supplement trends. Some have real research behind them of course — ashwagandha, reishi, tongkat ali, etc. But most of the trendy ones are just gimmicks. You may be able to sell well, but the product just doesn't work. And when you're trying to hire A players, money is not the only thing they care about. If that's all you can offer they would rather work for another huge brand like Comfrt that can pay them well + has a real mission behind it. The goal is to provide as much value as possible, and if you make a ton of money doing that, that's perfect. Hudson at Comfrt nailed this. He saw a gap in the value equation, and made premium hoodie quality affordable. 4) AOV Above $60 If you're selling to the US, CPMs are high. Low AOV = hard to scale. $20 product with $30 AOV? Getting a CPA in the US below $20 is nearly impossible at scale. I aim for $60+ AOV after bundles and upsells. The Ecom brands that scale hardest usually have a high Shopify health score. Ideally 250+ You don't need a really good score when you start, but the higher the better. Shopify health score = CVR × AOV 3% CVR × $80 AOV = 240 ✓ 6% CVR × $25 AOV = 150 ✗ The brands we've scaled past $100k/day all score 200+ Because aiming for a 10% CVR at a big scale on a $25 AOV product is borderline impossible in US. I've never seen anyone do it. Low AOV means you need way more winning ads just to stay afloat. Either that or really good LTV, so you don't have to be front-end profitable. LTV products definitely make scaling way easier due to better unit economics. It doesn't have to be supplements. It could be beauty, clothing, hobbies, etc. And it doesn't mean subscriptions. Comfrt for example is a LTV brand without subscriptions. But that doesn't mean the default pick is always a LTV based brand. If you find an opportunity in a vertical that you are interested in, and you can find your unique positioning there, you'll still be able to win big. No point forcing yourself to run an LTV brand you don't believe in. "Oh but MRR brands have crazy exit value" It's true but 99% of y'all will never see a BIG exit unless you're an experienced brand owner who has the skill, capital and moat. So don't bet on it. Whichever route you take, as long as you follow these criterias, the opportunity is there to build to $10M You can take $10M, invest it and pretty much retire. Then go for bigger bets after you secure your own financial freedom. Live life on your own terms instead of just chasing the bigger $$$ value. If your product passes all 4: The trend isn't declining You have conviction in it It's not gimmicky AOV isn't too low You're qualified to play With that, standing out comes down to one move. Positioning. Find an underserved avatar, or find a new mechanism. Find the white space. That's how you beat "saturated" markets. Fix that, and scale is inevitable.

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