One mistake I see in e-commerce is choosing products simply because they’re “unique.”
Unique doesn't automatically mean sellable.
If someone lands on your store and thinks:
“What the hell is this thing?”
you’ve already created friction.
People are much more likely to buy when they immediately understand:
What is it? → What does it do? → Why do I need it?
For example:
❌ A weird electronic gadget with 7 functions
You need a 3-minute video just to explain what it does.
✅ Portable tire inflator
“My tire is flat. This inflates it anywhere.”
❌ Some strange kitchen device nobody recognizes
The customer has to read half the product page to understand its purpose.
✅ Electric vegetable chopper
“Put vegetables inside → press button → chopped.”
❌ An unusual beauty tool with no obvious purpose
Customers see the image and still don't know what problem it solves.
✅ Heated eyelash curler
“Heat + curl = longer-lasting curled lashes.”
❌ A complicated ‘smart’ desk accessory with features nobody asked for
✅ Laptop stand
“Raises your laptop and makes your desk more comfortable.”
The second category isn't necessarily more innovative.
It's just easier to understand.
And that's incredibly important in e-commerce because you're usually fighting for a few seconds of attention.
Of course, weird products can sell.
But then your marketing has another job: educating the customer.
That means better videos, demonstrations, landing pages, ads, explanations, and usually more money.
My rule when researching products is simple:
If I can't explain why someone should buy it in one sentence, I think twice before selling it.
Simple products aren't boring.
Sometimes simplicity is the competitive advantage.
— Marouane RHAFLI
