I’ve seen small stores with just 5 products outperform large catalogs.
Do you think fewer SKUs with focus converts better, or do you prefer wide variety?
Topic summary
The discussion explores whether smaller, focused product catalogs convert better than larger, varied inventories.
Consensus emerging:
- Smaller catalogs (3–10 SKUs) often outperform larger ones by reducing decision fatigue, simplifying marketing focus, and creating clearer buyer journeys
- This approach works especially well for new or niche stores building brand authority
When variety wins:
- Established brands with strong traffic and backend systems
- Product categories where customers expect choice (apparel, shoes with sizes/colors)
- Opportunities for cross-selling and higher average order value (AOV)
Strategic approach recommended:
- Start lean and focused to establish positioning and optimize conversion
- Scale strategically once traction is proven and systems are in place
- Add variety based on customer data and demand, not just to fill inventory
Key consideration: Product category matters significantly—some items (like shoes) inherently require variety, while others (like branded perfumes) can succeed with minimal SKUs.
The discussion remains open with participants sharing experiences but agreeing on the phased approach: focus first, expand deliberately.
I’ve actually seen smaller catalogs (sometimes just 3–5 products) outperform larger ones, simply because the focus makes the buying journey crystal clear.
Curious on your take — do you think a tight, curated lineup converts better, or do you find a wider variety wins when it comes to building trust and capturing more types of customers?
Great question—this comes down to focus vs. choice overload.
In my experience, smaller curated catalogs (5–10 SKUs) often convert better because:
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There’s less decision fatigue for shoppers.
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Marketing efforts can be laser-focused on fewer products.
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Inventory management and storytelling become simpler.
That said, a wider variety works best if you already have strong traffic, good product discovery (filters, collections), and an audience that expects variety.
For new or niche stores, I’d recommend starting lean and focused, then expanding based on customer data and demand.
It depend on the category of the product. And it’s vary on whether which type of product you are selling.
Just imagine.
If you selling shoes then it’s impossible to get more sale with one product. Because shoes are in different sizes, colors and variation. We cannot say that the customer will satisfy with the one style of the Shoes.
Alternate if you are selling the Perfume to your customers with a Brand identity then it’s 100% possible to get more sales with the strategy.
So in short the number of the products based on the category of the Product that you are selling.
Hope this helpful.
1 Like
Hi @merakicommerce,
I’ve seen both approaches work, but it really depends on the type of store and audience.
Fewer SKUs with focus works well when:
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The products are highly differentiated or niche.
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You can put all your energy into storytelling, content, and marketing for just a few items.
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It builds authority (“this brand does one thing, and does it really well”).
Wide variety tends to win when:
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Shoppers expect choice (like apparel, accessories, or home goods).
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You have strong backend systems for inventory, fulfillment, and navigation.
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Upselling/cross-selling plays a big role in your revenue.
From a CRO perspective, smaller catalogs usually have simpler navigation → less overwhelm → higher conversion rates. But large catalogs can scale revenue much higher if managed properly.
What’s been your experience — are you leaning toward going lean and focused or building out more variety?
That’s a great point — I think it really depends on the stage of the store and the type of customer.
A tight, curated lineup tends to convert better early on because it removes decision fatigue and makes the value proposition super clear. It also lets you optimize messaging, ads, and branding around fewer SKUs.
But as the brand grows, a wider variety can build trust and increase lifetime value by giving repeat customers more reasons to come back. The key is adding variety strategically rather than just filling shelves.
So I’d say: start lean, scale wide.
Great breakdown — I agree with you on both sides.
From my experience, I’ve seen lean catalogs work especially well in the early stages, since the clarity around a handful of products makes the buyer journey much smoother. It’s easier to nail the positioning, optimize the funnel, and avoid spreading resources too thin.
That said, variety definitely becomes a strength once the brand is established and has systems in place. A broader lineup can drive higher AOV through cross-sells and gives repeat customers a reason to keep coming back.
Personally, I tend to lean toward starting focused and then layering in variety strategically once there’s traction. That balance seems to get the best of both worlds.
Great breakdown — I agree with you on both sides.
From my experience, I’ve seen lean catalogs work especially well in the early stages, since the clarity around a handful of products makes the buyer journey much smoother. It’s easier to nail the positioning, optimize the funnel, and avoid spreading resources too thin.
That said, variety definitely becomes a strength once the brand is established and has systems in place. A broader lineup can drive higher AOV through cross-sells and gives repeat customers a reason to keep coming back.
Personally, I tend to lean toward starting focused and then layering in variety strategically once there’s traction. That balance seems to get the best of both worlds.
Out of curiosity, what kind of catalog are you running right now — more of a small, hero-product setup or a wider range? Knowing that would help tailor the advice even better.
Fewer products usually sell better because it’s simple and less confusing, but variety can work if done right.
Hi, that’s a great point. I’ve also noticed that sometimes having fewer SKUs, but really focusing on quality and clear positioning, can make a store feel more premium and easier to shop. On the other hand, a wide variety can attract more types of customers, but it risks overwhelming them if not organized well. Personally, I think it depends on the brand’s strategy — if the goal is strong branding and conversion, a focused catalog often works better. If it’s about reaching a broad audience, variety makes sense.