Thoughts:
“You can’t be the plug for everyone. Pick your tribe and serve them deeply”.
“Your niche is your shortcut to trust, and trust is your shortcut to wealth”.
Let me guess…
Your first product was something like waist trainer, electric burner, or posture corrector.
Then when that one stopped moving, you jumped to another one.
Then another.
Then another.
Till you’re now selling five different things from five different categories with five different types of wahala.
And yet… no customer knows what your business really does.
Nobody remembers your name.
If this is not you, you’re going to learn something powerful today.
But if you’re…
Don’t forget that you’re just “that guy that sells random things online.”
This is why your repeat customers are almost zero.
This is why people are not referring you.
This is why you’re stuck in sales purgatory.
“Sales purgatory” refers to a state of feeling stuck in a sales with no clear path to success, often due to a lack of a scalable process, an overwhelming workload, or difficulty hitting targets.
I made this mistake too.
Until I learned the one shift that changed everything.
There was a time when I sold ANYTHING I thought could sell.
Neck fans today. Foot mats tomorrow. Supplements next week.
No brand. No niche. No authority.
Then one day, I had a customer ask me a simple question:
“Wait… what exactly do you sell sef?”
I didn’t know how to answer.
I paused.
My stomach turned.
Because she was right.
I was just throwing spaghetti at the wall.
And the wall was tired.
That’s when I realized…
I didn’t have a business.
I had a market… online.
And I was paying ad money to look confused.
Here’s the uncomfortable truth:
If people can’t describe your business in one sentence, they won’t trust you.
Your brand needs a “category” in their head.
A small box they can easily remember.
Not “she sells this today, that tomorrow.”
Nobody refers chaos.
And the people that make real money in Ecommerce are not trying to sell everything.
They own it.
They become the “go-to” plug.
Think about it…
You’ll always trust a skincare store over a random IG vendor who’s selling perfume today and portable fans tomorrow.
People buy more from who they trust.
And trust comes from consistency.
The secret behind brands people remember
1. Become The Tailor, Not The Market Woman
You know why a tailor will charge ₦50k to sew native and get steady referrals…
But the woman in the market still dey hustle for ₦5k profit on wrappers?
Because the tailor is seen as a specialist.
While the market woman is just another seller.
Same thing applies in Ecommerce.
When your page is focused on one niche, you become the expert.
When your content educates on one product category, you earn authority.
When your offers are tailored to one target audience, your message connects deeper.
You’re no longer just “selling stuff.”
You’re now solving a specific problem for a specific type of person.
That’s how customers start trusting you…
Referring you…
And buying again and again.
You can’t be both a tailor and a caterer and a mechanic. Pick one.
Next lesson made me a lot of money with less stress…
2. Let Your Product Speak Your Identity
I had to ask myself:
“If someone visits my page for the first time, will they know what I’m about in 3 seconds?”
Because people scroll FAST.
You don’t have time to confuse them.
If your page is shouting “skincare,” “baby shoes,” “laptop bags,” and “blender” at the same time… you’ve lost them.
But if they instantly see you’re all about “Postpartum Care for New Mums” or “Smart Fitness Tools for Busy Professionals” – BOOM.
You have a category in their head.
They’ll come back when they need that.
They’ll recommend you when someone asks for that.
Brand is built through repetition.
Not random products.
Stay long enough in a niche and people will start seeing you as the one who owns that space.
That leads to my favorite part…
3. Owning a Niche Makes Sales Easier
Let’s break it down with numbers.
Let’s say you run a random product page…
You spend ₦5k on ads.
You might get 1 – 2 orders if you’re lucky.
But if your page is known for weight loss for mums…
And you drop a new product in that line…
Your old customers will buy.
Your content will land better.
Your referrals will increase.
Your ad cost becomes lower.
Because your audience already knows you.
It’s like selling suya beside your house.
You don’t need billboard. Everybody already trusts you.
That’s the power of niche.
It reduces resistance.
Reduces confusion.
Reduces your wahala.
Even your delivery agents will thank you.
And the best part?
You don’t need to “find hot products” every damn week.
You just need to keep introducing new offers to the same audience.
Same tribe.
Different flavors.
This ONE thing can triple your sales without tripling your stress.
But most people won’t do it… and here’s why.
People fear that focusing on a niche will “limit their money.”
They think selling to everybody means “more chance of sales.”
That’s a lie.
Selling to everybody is how you end up selling to NOBODY.
Niche is not limitation. It’s clarity.
It’s not fewer options. It’s deeper trust.
And the deeper the trust, the faster the sale.
So don’t be scared to go narrow.
That’s where the real money is.
Okay… now that we’ve cleared that…
Let me show you how to actually build a niche business (without guessing)…
Picking a niche is just the first step.
The real magic?
Is knowing how to pick winning products for that niche…
And how to make strangers trust you enough to buy.
Let me show you how we do it inside ESL…
Inside Ecommerce Success Launchpad (ESL), we don’t just tell you to “own a niche.”
We give you the tools to do it.
Here’s how we help you become the go-to plug in your niche:
✅ Hot Product Ideas: Get 100+ products already grouped into high-demand niches. No guesswork.
✅ Ecommerce Millionaire Niches Vault: Access winning niches with proven demand, buyer data, and tested angles.
✅ Dream Customer Avatar Builder: Nail down exactly WHO you’re selling to, what they want, and how to talk to them.
✅ Product Validation Checklist: Make sure any product you want to sell will actually make you money BEFORE you waste time or ad spend.
We’ve helped lots of new and struggling Ecommerce owners move from “hustling anything” to building trusted, profitable businesses.
You can do it too.
No matter your level.
Even if you’re starting from scratch.
Click here to join Ecommerce Success Launchpad now
Stop being a random seller. Start becoming the brand people look for.
Your tribe is waiting.
Now go own your niche.
