A great idea often sparks a new business. You might have invented something innovative, added a fresh twist to a classic product, or spotted a trending item with market potential. But what if you don’t have a specific product in mind yet?
Finding a product to sell when starting from scratch might seem challenging, especially when the online marketplace seems saturated. That’s where product research comes in.
Product research helps you validate demand before investing time and money in development. You might love your idea, but if customers aren’t willing to pay for it, you could waste thousands of dollars you’ll never recover.
By researching products, tracking trends, and assessing customer demand, you can discover profitable opportunities and build your brand around them. Here’s how to find a product—and the right audience to sell it to.
What is product research?
Product research is the process of gathering information about a product idea, target market, and existing competitors. It helps you analyze whether there’s demand for your product and if it meets customer needs, and identify potential challenges before investing in development.
For new entrepreneurs, product research validates ideas before diving deeper into business ownership. Instead of guessing what might work, you can base decisions on data and customer feedback.
Established brands also benefit from product research when expanding into new categories. A strategic approach helps avoid pitfalls and stay ahead of competitors.
16 ways to find a product to sell
- Solve a pain point
- Spot trends before they emerge
- Appeal to niche interests
- Address an underserved market
- Follow a personal passion
- Consider your professional experience
- Find product opportunities in keywords
- Leverage social media trend tools
- Browse online marketplaces
- Improve an existing product
- Research products with higher profit margins
- Embrace sustainable and ethical products
- Attend trade shows and fairs
- Consider personalization
- Analyze international markets
- Get inspired by social change
1. Solve a pain point
Many profitable products aim to solve a customer problem or pain point. When assessing demand for a product, pay attention to challenges people face with existing products. Social media and customer review sites are excellent sources for these insights.
Solving a pain point doesn’t always mean inventing something entirely new. Sometimes you’ll identify gaps in your competitors’ product design or patterns of poor customer service in an industry.
Consider how you can improve an existing idea to address common frustrations. Gloria Hwang did this when she built her brand, Thousand. She discovered many cyclists avoided helmets because they didn’t like how they looked. Her brand focused on combining style with safety to reinvent an everyday product.
“If you can make a helmet people actually want to wear, you can help save lives,” Gloria says on a Shopify Masters episode.
2. Spot trends before they emerge
Recognizing an emerging trend gives new business owners a significant advantage. It lets you establish yourself as a leader before competition increases. However, once something is widely recognized as a trend, it’s often already peaking. The goal is to anticipate trending products before they become mainstream.
Here are ways to identify products with trend potential:
- Social media: Scan trending hashtags and follow influencers in specific niches. Most platforms have a trending section. Social listening tools can help you monitor trends over time.
- AI product research tools: These analyze large datasets using artificial intelligence and machine learning, providing more comprehensive insights than single platform data.
- Google Trends: View the popularity of trends over time. Like fashion, trends often cycle back, and Google Trends can help predict the next wave.
- Trade publications: Industry publications often share insights or trend predictions based on research and historical data.
- Current events and pop culture: Following media coverage of world events. Trends frequently emerge from popular TV shows or current events.
- Technological advances: New technology can create demand for products that incorporate it. Consider the surge of “smart” appliances and devices that follow advances in AI.
Miguel Leal identified that supermarket Mexican food wasn’t evolving alongside restaurant trends. He took concepts from popular restaurants and brought them to grocery aisles when creating Somos.
“We wanted our first line of product to be all plant based, with clean ingredients, because we felt we needed to really differentiate ourselves from the rest of the Mexican food that was in the market,” Miguel says in a Shopify Masters interview. “Only by starting at the very top of quality and taste, then we could tell consumers that there was a different way to enjoy Mexican food that would really nourish you.”
3. Appeal to niche interests
When people are passionate about a hobby or interest, they’re typically more willing to spend money on products that perfectly match their needs. Understanding your target market becomes easier if you’re part of the community you’re selling to. Do you play pickleball or attend a weekly knitting circle? Talk with fellow enthusiasts to discover their preferences and pain points.
While focusing on a niche means a smaller market, it can lead to a loyal customer base if you nail the product-market fit. This approach works particularly well when you find a niche underserved by current products.
For example, Chomps doesn’t just sell beef jerky to everyone. The brand targets health-conscious consumers by promoting that its products are high in protein, low carb, and keto friendly.
“Focusing on a very niche community allowed us to make waves and to be known within that small community for a very small dollar amount,” says founder Pete Maldonado on a Shopify Masters episode. “For us to cast such a wide net would have required a lot more funding, but because of that we were able to go to these early influencers and it was a great way for us to build brand recognition.”
4. Address an underserved market
Underserved markets extend beyond hobbyists with niche interests. They can include entire demographics overlooked by current brands. Identifying these gaps can help you find products customers want but can’t easily find.
For example, LGBTQ+ people may discover the wedding industry doesn’t always cater to their needs, more often offering products designed for heterosexual couples.
Human Beauty launched its own line of accessible and inclusive cosmetics after founder Millie Flemington-Clare, who was born with a rare genetic condition called cystinosis, noticed a gap in the market for makeup products suited to people with disabilities. Human Beauty’s cosmetics are sensory-friendly, use anti-roll packaging, and incorporate QR codes into product packaging to offer audio descriptions for makeup palettes. Founder Millie has since won innovation and entrepreneurship awards for her designs.
5. Follow a personal passion
Choosing a niche based on your own interests is a common path to entrepreneurship. Many successful businesses have grown from hobbies, including makers who scale their craft to sell handmade goods online.
Founder-market fit matters because you’ll stay more motivated and overcome business challenges when you’re deeply invested in what you’re selling. You’re also more likely to understand your target market when you already fit your ideal buyer persona.
When Sarah Chisholm’s dance career ended unexpectedly, she turned to a passion to create a new path. She transformed her love of food into Wild Rye Baking Magic, a brand selling premium cake, frosting, and pancake mixes. Sarah built her business using her existing knowledge and contacts. “Nobody is going to know your local community better than you,” she says.
6. Consider your professional experience
Your past work experience can significantly contribute to your success in a new business. Did you leave a career as a coach? Try finding a product that appeals to amateur athletes. Have experience in teaching? Create courses to sell online as digital products. Your experience helps you understand your audience, leverage industry contacts, and build trust through your expertise.
RetroSupply is a brand selling vintage-inspired fonts and other design assets for graphic designers and illustrators. Founder Dustin Lee shifted from running a freelance web design business to generating more passive income through RetroSupply’s digital products.
7. Find product opportunities in keywords
Gaining organic traffic from search engines is a great way to grow your business. While SEO can seem challenging for new store owners due to competition and Google’s evolving algorithm, keyword research can reveal valuable opportunities.
Look for keywords where search volume is high (indicating customer demand) and competition is low (making it easier to rank). Several keyword research tools and browser extensions can help you with this research—some at no cost:
On a Shopify Masters episode, JJ Follano, founder of Zero Waste Store, explains that he discovered his business idea after finding a domain name that wasn’t being used—despite being a term people searched for 15,000 times every month.
“People were actively looking for that keyword and variations of that keyword, and I said, ‘Well, we just started, we’re about a few months in, and I think there’s a really strong play here, so why don’t we rebrand Zero Waste Store? We can use the acronym ZWS and we’ll probably grab a lot of that market share.’
“Almost instantaneously, sure enough, by making the switch and redoing the brand, we went from initially doing a few hundred orders a month at most to doing over a million dollars in sales within the first year of doing that rebrand,” JJ explains.
8. Leverage social media trend tools
Google isn’t the only place where people begin their search. Increasingly, social media platforms are where consumers—especially younger Gen Alpha and Gen Z shoppers—discover products. Pinterest, Instagram, and TikTok search data can provide excellent product ideas for these demographics.
Social commerce product research can also help you test ideas, learn about audience behavior, and find inspiration.
For example, Mush Studios co-founder Jacob Winter discovered his business idea when his rug-making TikTok videos went viral. The interest in his creations showed him there was a market for his hobby. Having already built an audience as a creator, he understood how to connect with—and sell to—them.
Beyond your own observations, most platforms offer “trending” tools to show what’s popular. Here’s how to use them to find trending products on social media:
- TikTok Creative Center: Provides free access to top products lists and insights on ad performance year-round. It’s helpful for understanding product trends among younger crowds and developing a TikTok marketing strategy.
- Pinterest Trends: Uncovers what Pinterest users are searching for, including trending topics over the past 30 days filtered by country.
- BrandWatch: Uses generative AI to analyze the world’s largest archive of consumer opinions and identify trends.
9. Browse online marketplaces
While you can sell on Amazon, Etsy, and eBay alongside your Shopify store, you can also use these marketplaces purely for research. Each platform offers curated lists that can reveal insights for product opportunities.
Here are a few links to get you started:
- Amazon Best Sellers
- Amazon Most Wished For
- Amazon Movers & Shakers
- Etsy Most Wanted
- Etsy Best Selling Items
- Etsy Most Popular Item
10. Improve an existing product
Customer reviews can be a goldmine for finding a product to sell. Reviews reveal customer pain points with existing products. Once you’ve narrowed down to a product, category, or industry, browse reviews of top-selling products to identify their shortcomings.
This approach works for existing businesses too. If you’re looking to find the next product for your brand, your own product reviews will uncover customer desires. Use these insights to guide your next product development.
With dozens of generic olive oil options on grocery shelves, it’s hard for consumers to understand what they’re buying. Brightland’s Aishwarya Iyer decided she could improve upon a common pantry staple with great branding, customer education, and carefully selected production partners.
“There’s got to be something here where we can build a brand that people feel really excited by and people want to put it out on their countertop,” Aishwarya says on a recent Shopify Masters episode.
11. Research products with higher profit margins
Products with higher margins—those with low expenses and high potential for profit—are great starting points because they carry less risk.
When pricing products, you need to account for the cost of goods sold (COGS) to determine your retail price and profit margin. COGS includes any cost to create, promote, store, and ship a product. Look for low-cost items that can generate a high return on investment (ROI).
Some products with high profit margins include:
- Clothing
- Children’s items
- Specialty products
- Candles
- Private label products
12. Embrace sustainable and ethical products
Consumer trends in 2025 increasingly show demand for brands that do good. This includes everything from sustainable business practices to eco-friendly products.
Meet this customer demand by selling sustainable products. For example, you could:
- Design a sustainable version of an existing product
- Make something new from recycled or otherwise wasted materials
- Start a resale business
“We ourselves are part of a demographic that is very aware of our impact on the planet,” says Phantila Phataraprasit, founder of Sabai Design, in a Shopify Masters episode. “The climate crisis is such a top of mind issue for us. And so being part of a demographic that’s younger and so we’re also on a budget, we wanted to create a solution that spoke to those values, but then also took into account accessibility and budget as well.”
13. Attend trade shows and fairs
Understanding the current landscape and your potential competitors is an important step in the product research process. If you already have an industry or product category in mind, seek out trade shows, markets, and other events to conduct competitive analysis and discover product ideas. Pay attention to which booths generate the most buzz.
Here are some key dates to add to your trade show calendar for 2025:
- Small Business Expo: various dates throughout the year
- CommerceNext Growth Show: June 24–26, New York City
- National Small Business Week Virtual Summit: May 6–7
- The Business Show US: May 7–8 in Miami, and October 15-16 in Las Vegas
“Large trade shows can be really overwhelming,” says Nancy Twine, founder of Briogeo, on a Shopify Masters episode. “There are lots of different sections. The first thing that you want to do is really understand the lay of the land and where it makes sense for you to show up in a part of a show. It can make all the difference as it relates to the types of people who will come to your booth and the types of people that you’ll meet.”
14. Consider personalization
One way to stand out from competition is to offer unique, customized, and one-of-a-kind products. A print-on-demand model allows you to execute this concept for merchandise like t-shirts and mugs without having to make products or carry inventory yourself.
Pluto Pillow capitalized on the sleep hygiene trend to reinvent a product found in everyone’s home. Their pillows are custom designed to each person’s specifications including sleep position and preferences.
Remember: Personalization can extend beyond the product itself. If you’re selling an existing product in a competitive market, stand out by offering a personalized shopping experience around your brand.
15. Analyze international markets
International markets may be the key to the next big thing in your region. Trends in other countries often catch on beyond their borders. Consider the boom of Korean beauty products in North America in the early 2010s. Look at regions that typically influence the culture where you live: Can you spot a trend before it gains popularity locally?
You can create your own products inspired by those popularized in other regions, or you can become a local distributor or reseller for an existing brand. That’s what Gillian Gallant did when she discovered Paper Shoot Camera on TikTok and knew it would be a hit in North America.
16. Get inspired by social change
In addition to sustainable products, companies can demonstrate their values in other ways. Social impact brands can build loyalty with customers who share those values. If you’re selling a common item, tying it to a cause can be a great differentiator between your brand and competitors.
Hippy Feet, for example, is a brand selling socks and other accessories, with 50% of profits supporting non-profit partners. Customers buy the brand’s socks not only for the creative patterns and wide variety of options—they also do so because it feels good.
Data-driven product validation techniques for 2025
Product validation truly happens when you make a sale and confirm your hunch. Still, there’s plenty you can do before choosing a product to determine if it will sell:
- Conduct product research: Evaluate the market and your competitors.
- Do market research: Try focus groups, surveys, or even social media callouts to get feedback from potential customers. Ideally, find audiences that are currently underserved in the market.
- Run the numbers: Does the product have potential to profit? Understand your costs and determine a competitive price that still offers a decent margin.
- Try a crowdfunding campaign: Securing some level of interest and investment from potential customers before you launch your store is undeniably valuable.
- Run a pre-sale: Similar to crowdfunding, you can gauge genuine interest from customers by selling the product before you manufacture it.
- Create and sell an MVP: Instead of perfecting a product before making it available to buy, create a minimum viable product. This lets you gather feedback from customers about what they think of the product, including ways it can be improved, before you invest in further development.
“I say that absolutely the first thing when you’re starting to embark on one of these projects is, how do you just get the product out in the world and get some real genuine feedback?” says Nick Wiseman, co-founder of Little Sesame, on a Shopify Masters episode. “You don’t have to start by launching your fully built out ecommerce experience, but do people actually want the product you’re selling?”
Best product research tools for 2025
Keeping your finger on the pulse of product trends and preferences is essential for success. Product research tools can offer valuable insights into market demands, historical average prices, and emerging opportunities.
Here are some of the best AI product research tools:
- Shopify Sidekick: Get expert, tailored advice directly within the Shopify Admin. Ask Sidekick a question, like “What are my bestselling products?” to surface insights from the data you already have.
- Exploding Topics: This tool uses AI to scan the internet for trending products and topics. Its product database and pro features help you stay ahead of product trends—perfect for developing new products and outpacing competitors.
- Jungle Scout: A popular tool for Amazon sellers, Jungle Scout offers sales forecasting, manufacturer verification, and seasonal trend tracking. It also helps with post-research tasks like customer review requests and listing optimization.
- Insight7: This tool will analyze conversations you’ve had with customers (like in focus groups) to summarize key themes. It can even build insights around desires, behaviors, and pain points discussed on the call.
- Semrush Market Explorer: Use this platform to create a list of your top competitors and analyze the industry. This lets you assess the market potential and audience size.
- Crayon: An AI tool that can run daily competitive analysis reports, including summarized news reports and personalized intel to get ahead.
Successful product launches in 2024-2025
Diaspora Co.
Back in 2017, Sana Javeri Kadri bought a one-way ticket to Mumbai, India. This was the starting point for Diaspora Co., a multimillion-dollar spice business that supports farmers with an ethical supply chain the industry traditionally lacked.
“Starting the business took about seven months of research,” Sana says on a recent Shopify Masters episode. She visited around 50 farms to understand the impact of the spice trade on local farmers—many of whom were receiving just a tiny fraction of the profits big corporations would get from selling their spices.
Sana’s business revitalized the entire supply chain. Diaspora Co. pays farms up to 10 times the commodity price, with equity available for the farming partners that provide the business with specialized spices.
“The hope is that it’s better for the land,” Sana says. “It’s better for the farmer because we’re paying them better. And it’s way better for the home cook and the chef because they’re getting things that are more delicious.”
Kloo
Kloo started with one goal: to sell a premium coffee concentrate. But its founders knew that their product had to be right from the start, considering it’s difficult to change consumer opinion about a premium brand after launch.
On a recent Shopify Masters episode, founder Claudia Snoh explained that a pre-launch was the best approach. “Instead of waiting for the rest of the infrastructure that is common for an ecommerce business—like social media channels, email, and even some part of the packaging, to be all set up—I thought it would be smarter to just start selling right away as a trial run,” Claudia says.
“This way we can practice our day-to-day operations, and if there’s anything that we can adjust before we officially go public and do any sort of marketing, we can really learn and pivot.”
Kloo sold exclusively to family, friends, word-of-mouth referrals, and review testing websites in the early days. This gave the founders valuable feedback they used to fine-tune their product offering, like the importance of brand storytelling and strategic pricing with a discount for subscribers.
It proved a smart move: Just six months post-launch, Kloo is already exploring product line extensions, backed by proven demand from its pilot launch.
Polysleep
Polysleep proves that you don’t just need product research to find new ideas. The company was struggling to decide between three names for its new mattress. So, it turned to its social media followers for support in making the decision.
As Polysleep’s followers were watching an Instagram Story, they’d be presented with questions like, “We’re launching a new mattress. Which should be the next name? What would you suggest?”
As Jeremiah Curvers, co-founder and CEO, explains on a recent Shopify Masters episode. “We started using that data to make business decisions driven by real people, consumers in the market.
“I would invite any business right now to consider a content strategy, not just to drive hard KPIs such as sales traffic, but to really go back to what engagement means,” Jeremiah says. “It’s not just comments and participation when you do a contest and how many likes you have. Are you really able to communicate with your audience to get real data that could be applicable in your day-to-day decisions?”
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Find a product FAQ
How can I find products to sell online?
Whether you’ve narrowed in on a product category or you’re starting from zero, there are plenty of places to find low competition products with high demand. Tap into search engines, social media, and Google Trends. Look at bestselling products from other brands. And, look for trending products or an underserved audience in niche markets.
How to find the right product to sell?
To find the right product to sell, consider the following:
- Consider your professional experience.
- Improve an existing product.
- Analyze marketplace bestsellers.
- Attend trade shows and conferences.
- Solve a pain point.
- Follow a personal passion.
- Turn your hobby into a product.
- Research products with high profit margins.
- Look at social media trends.
- Make an existing product sustainable.
- Address an underserved market.
How to find items to resell?
To find items to resell, you could:
- Attend garage sales
- Visit thrift stores
- Browse flea markets
- Scan online marketplaces like eBay
- Attend estate sales
- Buy old storage units
- Look for discounted goods at retail stores
How do I use Google to identify a product?
Google Lens lets you identify products based on just a photo. To do this, open the Google app, find the search bar, and snap a photo or upload an existing one. Google’s algorithm will search the internet to find products that look similar to your image.
