How to Market Your Ecommerce Site to Niche Markets

When it comes to selling online, many of us try to sell as many customers as humanly possible. The only problem with this approach is that it’s harder to figure out your true target market, and can often increase the cost of your marketing investments.

Instead, many successful online business owners are greatly reducing the size of their target audience, a strategy known as niche marketing. Niche markets consist of a much smaller population, but all of them have the same need, and are often much more passionate about their shared interest.

If you’re considering focusing your online store on a niche market, or just want to learn more about the idea, watch today’s video for some basic tips to get started.

Happy selling!
-Matt Winn, Volusion


Here’s the transcript if you’d like to read along: 

Hi, everybody! My name’s Matt, and I’m the Social Media Manager here at Volusion. Welcome to Two Minute Tuesdays, where we bring you two minutes of ecommerce advice to bolster your online success.

When you’re opening an online business, it can be very tempting to try to appeal to everyone.  Many of the merchants that have the most success, however, actually appeal to niche markets. So pay close attention because I’ve got five tips to make sure you’re doing this effectively.

To start, let’s talk about what a niche market is. The best way to think about a niche market is through an example. So, instead of selling dog products, you could look toward bulldog products, pit bull products, Dachshund products and so on. Narrowing that niche market down to a much smaller audience means that customers will have a higher interest in what you have to sell.

Secondly, and really the most important step, is that you need to spend time researching your niche market. Since you’re appealing to a smaller audience, you need to figure out what drives their needs. What are they looking for? What type of information and products appeals to them the most?

Number three, when marketing to your niche, use longtail keywords. This is going to come naturally when you’re doing your niche marketing, but remember, if you’re appealing to a specific audience, they’re going to be using very specific keywords to find your site. So, incorporate these specific keywords into your SEO and pay-per-click campaigns. Once you do, you’ll be in good shape to get more traffic.

Number four, you really want to become an expert in your niche, and to do so, you need to provide content that’s very specific to that audience. This means you’ll want to look to your blog posts, social media and videos to make sure they’re providing high-quality, useful information. Anything on your website that provides valuable content and information is going to be great for building your expertise, building trust and building your market.

Now last, but definitely not least, get involved in the community. The great thing about niche markets is, yes, they’re smaller, but their audience is often a lot more passionate about what you’re talking about. So get out there, get involved in the community and give back to that community. Your involvement will help you become an expert and trusted source, which will boost sales and affiliations.

Hopefully this how-to guide will make sure that your online business is effectively marketing to niche markets. If you have any questions, we’re always happy to help. Just leave me a comment in the box below.

From me to you, happy selling!


Matt Winn is Volusion’s Senior Brand Manager, where he helps oversee the organization’s branding and communications efforts. Matt has created hundreds of articles, videos and seminars on all things ecommerce, ranging from online marketing to web design and customer experience. Beyond being a certified nerd, Matt is an avid college football fan, enthusiastic home cook and a self-admitted reality TV junkie.

4 Responses to “How to Market Your Ecommerce Site to Niche Markets”

  1. Tang

    Hi Matt, great video! I’m wondering is there a way to drive sales for my food e-commerce website via mobile devices? Thanks!

    • Matt Winn

      Hi Tang, the first step is to make sure that you have a mobile-optimized website so that users can easily browse and navigate your product offering and interact with your content. After that, I’d recommend leveraging marketing platforms that are already useful for mobile, such as social media and email. While these channels aren’t mobile-specific, they’re already highly popular activities for those using their mobile devices, particularly smartphones. If you’re looking to do direct mobile buys, that’s always an option, but the process can be a bit tedious and cost-heavy, so always weight your options against your budget and the potential return. Hope this helps! -Matt

  2. Raed Zitawi

    Hi Matt, nice video and thank alot for all information! I have a question, what is the best way to market E-commerce website for Toys thanks .

    • Matt Winn

      Hi Raed, thanks for watching. Does your ecommerce site focus on a very specific type of toy, or does it offer a wider range of more generic products? Depending on that focus, you’ll want to cater your marketing efforts accordingly. One thing to keep in mind, though, is that SEO is huge for online businesses, regardless of offering, so I’d recommend that you start there. Let me know and we can go from there. Thanks!


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