Should my ecommerce brand target a niche or try to appeal to everyone?

If you try to talk to everyone, you end up with no clear value proposition. Write one email for 30, 40 and 60-year-olds at once and the message gets so diluted that none of them feel it was written for them.

So call your group out directly. Something like “if you’re 50 or over, this is for you.” The right people feel seen and lean in. Match your imagery to the same call-out, chosen so it feels aspirational but still believable for that audience.

You won’t lose everyone else, either. People just outside the group who still want what you sell will self-select. They’ll ask “is this still for me?” and the answer can be yes.

To find your angle, read your reviews. Look for the specific problems your product genuinely solves. For a pet food brand, that might be fussy eaters, sensitive stomachs and dogs carrying extra weight. Lead with those.

Don’t agonise over the choice. In a small business you can change the messaging every 30 days or every 90 days. Commit to one angle and test it. Widen it once it’s working.