Yes, You Can Start An Online Store With Just One Product
- 14 February 2025
- 2 min read
If you’ve been holding off on launching an online store because you think you need a full catalog of products or a warehouse full of inventory—think again.
Some of the most successful brands, like Sriracha, Pillow Pup, and Seattle Cider, started with just one great product. A single, well-crafted item can build brand recognition, attract loyal customers, and drive sales—all without the complexity of managing a full inventory.
But if you're still unsure whether starting an online store with just one product is a good idea, you're not alone.
A lot of new business owners hesitate to start with just one product. Will it look professional? Will it make enough money? What happens if I want to expand?
These are all valid concerns—but they’re also myths that have held too many small online ecommerce stores back from getting started on their entrepreneurial journey.
Let’s break them down:
Can a store with just one item be successful? Absolutely. A well-presented single-product store can look just as professional as a multi-product shop—sometimes even more so because it’s more focused.
Will I be limiting my revenue potential? Not necessarily. If you have the right product and market it well, one product is all you need. While many brands expand later, starting with one product allows you to build momentum without being overwhelmed by juggling a variety of products.
What if I want to sell more products later? That’s the beauty of starting small—you can perfect your approach first and expand when the time is right.
Now that we’ve tackled the biggest concerns let’s talk about why a single-product store isn’t just possible—it’s a competitive advantage.
Instead of spreading yourself thin across multiple products, you can focus your energy on perfecting one standout offering. This approach simplifies operations, strengthens branding, and makes marketing more effective.
While having an ecommerce business might feel overwhelming, starting with a simple product line makes the process much easier. Instead of managing a large inventory or a complex marketing strategy, new sellers can focus on learning the essentials:
Understanding their target market
Doing market research
Optimizing their sales process
Gaining confidence in ecommerce
Starting your online store with a single product provides a lower-risk way to start, allowing you to test and improve before deciding if expansion makes sense.
With just one product, you can refine and perfect every detail. There’s no need to juggle multiple designs, supply chains, or manufacturing processes—you can dedicate all your resources to making one exceptional product.
A single-product business also streamlines daily operations. Managing inventory, marketing, and customer support is much easier when you’re focused on one thing instead of many. This clarity helps you move faster, make improvements more efficiently, and deliver a better experience for your customers.
When your business is built around a single offering, your brand becomes synonymous with it.
Think of Heinz Ketchup or Gorilla Glue—both companies became so closely associated with their flagship products that their names are now shorthand for the entire category. Instead of getting lost in a sea of options, a single-product business has the opportunity to own its niche and become the go-to choice for consumers.
Developing and marketing multiple products takes time, money, and resources. A single-product business lets you keep costs low while maximizing impact.
You’re able to put all your effort into promoting one product effectively rather than splitting your marketing budget across multiple items. This focused approach makes it easier to build momentum, refine your messaging, and reach the right audience without unnecessary spending.
A single-product business builds trust and consistency as customers know exactly what to expect, making them more likely to buy, recommend, and become returning customers.
Crocs is a great example of how a single-product focus can foster loyalty. When the brand first launched, its original clog design was met with skepticism—but instead of diversifying too soon, Crocs stuck with its core product and refined it based on customer feedback. Over time, this dedication helped them build a devoted fanbase, turning what was once seen as an odd shoe into a billion-dollar brand.
Earning customer trust is one thing—becoming the go-to brand in your niche is another. A single-product business has the power to do both.
Owning a niche is easier when you aren’t competing with yourself. A single-product business can dominate a category by solving a specific problem better than anyone else.
Instead of launching multiple products at once, Dryrobe focused on one: an insulated changing robe designed for surfers. By addressing a clear need and becoming the best at it, they secured 80% of the UK surf market and established themselves as the go-to brand in their space.
Understanding why customers buy is important, but so is making your store feel professional and complete. Even with just one product, you can create a polished, engaging shopping experience.
An online store with just one product aligns with consumer psychology, making it easier to optimize, sell, and build a strong brand.
Less Decision Fatigue: Too many choices can overwhelm customers, leading them to delay or abandon purchases. A single-product store removes hesitation—customers don’t have to compare multiple options; they just buy.
Perceived Expertise: When a brand focuses on just one product, customers assume it must be the best version of that product, increasing trust and credibility.
Anchoring Effect: Without competing options in your store, your product stands alone as the best choice, making it easier for customers to commit.
Stronger Emotional Connection: A single-product business makes branding and storytelling more focused and memorable, which builds customer loyalty over time.
By leaning into these psychological advantages, you can make a single product store feel like an easy, confident choice for your customers.
If you're worried that a store with just one item will feel empty, small details can make all the difference.
Using high-quality product photography makes your store look polished and professional, helping customers see the value in what you offer.
An engaging About page tells the story behind your product, explaining why it exists and why it matters.
Showcasing customer reviews builds credibility and reassures potential buyers, even with just one product.
Offering variations or bundles creates a sense of choice without needing to add more products to your store.
These small additions go a long way in making a single product ecommerce store feel established, complete, and ready for customers.
If you’re still on the fence about starting with one product, consider these questions:
Is your product strong enough to stand on its own and solve a clear problem?
Are you eager to launch quickly without the complexity of managing a large inventory?
Does the idea of a simple, focused marketing strategy appeal to you?
Would you rather perfect one product before expanding your offerings?
If you checked off most of these boxes, you’re in a great position to start an online store with just one product. And if you’re wondering which platform makes it easiest, let’s talk about why Big Cartel is a perfect fit.
If you’re ready to take the leap, Big Cartel makes it easier than ever to start an online store—especially if you only have one product. Here’s why:
Simple, user-friendly setup: No technical experience required, no complicated backend. Just pick a free template, add your product, and go.
Affordable & straightforward pricing: Unlike other platforms that have confusing pricing models and charge hidden fees, the price you see is the price you pay. Period.
Free plan available: Launch your store for $0 and upgrade when you’re ready for more features.
Designed for independent creators: Whether you’re an artist, maker, or small business owner, Big Cartel is built with you in mind.
Real human customer support: The Big Cartel support team knows a thing or two about online selling, and they’re standing by to help you every step of the way.
Starting an ecommerce store doesn’t have to be complicated—or expensive. And if you’re still not sure what to sell, check out this guide to help you figure it out.
If you’ve been waiting for the “perfect time” to launch, this is it. One product is all you need to start, grow, and create something amazing.
With Big Cartel’s free plan, nothing is holding you back. So why not give it a try?
Start your store today—completely free.
14 February 2025
