If you’ve got a great product idea but aren’t sure how to curate a selection of offerings, don’t let that stop you. Sometimes, one star product can be enough to start a business.
Learn more about a single-product business model and review examples of established one-product Shopify stores to uncover approaches worth putting into practice for your own business.
What is a single-product website?
Unlike the websites for most ecommerce stores, which sell multiple products, a single-product website centers itself around one “hero” offering. Examples of successful one-product stores include Rocco, the makers of a game-changing drinks fridge, and Tushy, a bidet brand. Both of these companies launched with a single product and have since gone viral.
There is some variety within the single-product model. Some businesses have a single offering with no variations, while others offer options, or stock keeping units (SKUs), in different sizes, flavors, colors, etc. A third kind of single-product business offers related accessories, merchandise, and complementary products in addition to the “hero.” Selling these attachments and add-ons can improve customer experience and create additional sources of revenue. It’s also common for a small business to start out as a single-product store and later expand its offerings.
Single-product website examples with one SKU
Single-product websites with one SKU offer one product in one format, with no variations or modifications. The “hero” product is the only product, and there is only one configuration in which it is available. Focusing on a single product can reduce production costs and streamline operations, eliminating the concern of SKU proliferation.
A one-product web store relies heavily on clearly communicating your product’s purpose and its intended audience. Here are some examples of single-SKU web stores, along with a breakdown of what they do well:
Trimmer Boss
Trimmer Boss sells an eco-friendly trimmer head for lawn mowing. It uses steel blades instead of plastic for a less wasteful, more durable alternative to traditional string heads.
The homepage uses overlaid graphics to promote free shipping, a money-back guarantee, and a secure checkout, along with customer-made videos demonstrating the product’s efficacy. Meanwhile, the product page features key selling points, like its compatibility with 99.9% of grass trimmers on the market and reviews from happy customers. The website is detailed and user-friendly, highlighting the social proof of a novel product.
Brick
The Brick device prevents users from accessing distracting apps on their mobile devices for periods of time when they’d like to stay focused or be more present.
Its homepage features:
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An image of the signature product
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Brief descriptions of what it does and why it’s useful
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A minute-long explainer video
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Short user testimonial clips
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Multiple Shop Now buttons throughout
With these elements, the website makes a strong case for the product’s benefits and ease of use while keeping the option to purchase top of mind and easily accessible for website visitors
Fybelle
Fybelle is an intense pulsed light (IPL) hair removal device. The brand’s website includes high-quality images of products, concise copy about expected results and key features. It also has a clear breakdown of how the FDA-approved IPL device can be an affordable alternative to other hair removal treatment options.
Additionally, there are customer before and after photos and a video showing the device in use as part of a complete self-care routine. By strategically including all these elements, Fybelle Beauty successfully communicates what the product is, who it is for, and how effective it is. It also makes it clear why it is superior to other hair removal techniques on the market.
WaveBeamPro
A rechargeable headlamp, the WaveBeamPro casts a wider beam of light than traditional headlamps and can be turned on and off with a hand wave. On its website, the ecommerce brand showcases photography and video testimonials with happy customers talking about its usefulness on construction sites, mechanical jobs, and while out on adventures.
Single product website examples with multiple SKUs
Single-product websites with multiple SKUs offer more than one variation on a single product. Examples include appliances available in different colors and beverages that come in different flavors.
Offering options allows customers to tailor your product to their own personal tastes and needs. Here are examples of multi-SKU single-product websites to help you better understand what this type of business looks like:
Rocco
The homepage for Rocco, the brand behind a temperature-controlled beverage fridge, features a hero image of the product. This showcases the fridge’s uniquely modern design, with isolated temperature zones, a quiet motor, and the ability to double as a bar cart.
The product page, easily accessible from a Shop button in the top left corner, shows the different colors in which the fridge is available, allowing users to find an option that fits in with their aesthetic. It also includes detailed specs and positive user reviews. Combining all of these elements, Rocco’s website presents the uniquely designed fridge as practical, sophisticated, and favored by many.
Years
Based in Midwest, Years is a non-alcoholic beer brand that offers three classic flavors—a pale ale, a pilsner, and a Belgian wit. The website aims to present the product as a refreshing take on a classic beverage, using bright colors, vibrant imagery, and youthful models.
Its homepage features a carousel of customer reviews and Chicago-born comedian John Mulaney in a humorous short ad that doubles as social proof. Meanwhile, the product pages include nutrition information and offer a subscription option for 10% savings, communicating transparency and value.
Aerflo
Aerflo is a portable water carbonation device available in two different SKUs—one compatible with the brand’s own bottles and one compatible with Hydro Flask bottles. The website introduces the unique product and aims to justify why this is a must-have tool for those who love bubbly water.
Site features include:
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A background video showing people using Aerflo and drinking the finished water
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A photo guide to using the Aerflo system
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Two sections of product benefits
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A carousel of positive reviews from well-known publications
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A comparison table outlining why Aerflo is superior to soda makers and canned sparkling water
Fresh Juice
A maker of portable blenders, Fresh Juice is used to craft smoothies, juices, and other emulsified food or drink options while on the go. Its website showcases its products—four variations of blenders, with slightly different sizes, use cases, and configurations.
The website is sleek and straightforward, with demo videos to illustrate how the blender works, and real customer testimonials highlighting how the product syncs with its target audience’s lifestyle. An “as seen on” section spotlights coverage by major media outlets, and a recipe section for ideas and inspiration.
Give Me Tap
The maker of reusable water bottles, Give Me Tap provides a person in Africa with up to 10 years’ worth of clean drinking water for every bottle purchased. Customers are also granted free water refills at more than 800 locations within The Water Network.
The Give Me Tap website is designed to appeal to people who like to shop with a greater purpose in mind. Its homepage components encourage visitors not just to buy the product but to learn about the brand’s origins and positive impact, supported by photos, videos, and infographics. The bottles come in two sizes, with an option for co-branded designs.
Website examples for a single product with accessories
Some single-product websites will offer their “hero” product along with different accessories. These accessories can either serve to enhance the experience of the product or serve as merch promoting the product. In some cases, accessories are offered to customize a product to the consumer’s specific needs. The type or types of accessories you offer will depend on your product and brand. Here are examples of single-product websites that also offer accessories:
Tushy
The website for bidet brand Tushy presents the product as well-designed and simple to use while communicating the brand’s irreverent personality. Multiple SKUs offer varying features, including a heated toilet seat, deodorizer, nightlight, and warm water. The website is informative, with extensive Q&As about each product model, and entertaining—toilet humor is definitely part of the brand.
The brand also sells a few bathroom accessories, including candles, toilet stools, and cleaning supplies.
Fat Gold
The website for upscale olive oil brand Fat Gold is relatively bare bones, but this communicates a high degree of confidence in its products. They sell tins of olive oil that become available seasonally, sometimes with more than one variety available.
The homepage features a single image of the hero product—it’s standard olive oil, along with two buying options (“shop” or “subscribe”). You’re there for the olive oil, but the brand also sells a handful of other products, including castille soap and lip balm, both made using the hero ingredient.
There’s also a recipe section and a guide to extra virgin olive oil, including how it’s produced and how to test its quality. With its narrow scope, the website positions the brand’s team as experts in olive oil who are laser-focused on creating a high-quality product.
Telepathic Instruments
Telepathic Instruments aims to improve the creative process for musicians. Its flagship offering is Orchid, a keyboard-based synthesizer that generates chords, loops, and sounds to help users write songs.
The website leverages multiple high-quality images and a professional demo video showcasing Orchid’s unique voicings and playing features. It also features user-generated video clips to help make Orchid desirable to its target audience and demonstrate its usefulness. Meanwhile, a limited clothing selection complements the brand’s minimalist aesthetic.
BlendJet
Another portable blender brand, BlendJet, strives to make it easier for people to incorporate healthy food options into their lives. To that end, its website includes a video outlining the company’s history and mission.
Via the navigation at the top of the homepage, shoppers can access the different color options for the blenders, plus additional offerings, such as protein powders, meal replacements, and insulated tote bags. Other website elements include a spotlight on BlendJet’s collaboration with tennis star Venus Williams. This is used to boost the brand’s credibility along with customer testimonials to legitimize the product’s effectiveness.
Meridian
Rather than cater to the needs of a particular gender identity, grooming brand Meridian markets its hero product, a hair trimmer, and accessories as gender-inclusive. As a result, its website, like its products, features bright, gender-neutral colors.
On the homepage, a Shop Bestsellers button encourages consumers to browse the most popular add-ons, such as replacement blades, soothing spray, and pads for reducing ingrown hairs. Further down, a Stay in the Loop call to action (CTA) prompts visitors to join the Meridian email list. Potential customers can also watch customer review videos or take a quiz to uncover products tailored specifically to their needs, reiterating the brand’s philosophy that grooming is a personal ritual.
Madsen
The website of electric cargo bike retailer Madsen features purchase links followed by a video advertising how family-friendly its products are. It then invites visitors to also check out the brand’s accessories, such as its helmets, seat coverings, water bottles, cup holders, and bike lights.
A “Madsen Map” visualizes how the brand’s customers are spread across the country, serving as a geographic display of social proof. Meanwhile, a selection of customer testimonials reinforces Madsen’s identity as a family-friendly brand for those who want to stay active and make memories with their loved ones.
Single-product website FAQ
What is a single-product website?
A single-product website is an ecommerce store that is centered around one “hero” product. Single-product Shopify store examples include Rocco, maker of a smart fridge, and Tushy, a bidet brand.
Can I start a business with one product?
You can absolutely start a business with one product. When developing your single-product online store, decide specifically who your product is for, what purpose it will serve, and how it will be different from competitor products on the market. Developing a product that uniquely meets an audience’s needs will help your business stand out and inform how best to market your product.
What is the easiest website to sell things on?
You can easily launch your ecommerce business by opening a Shopify store. Shopify helps you build intuitive, secure websites with ecommerce functionality—no coding required. Unlike selling on a third-party platform, selling on your own store means that you control customer data, pricing, design, and all the profits.
