How to Choose What to Sell
You want to start a business, so you open your laptop to look for ideas. An hour later, you have twenty tabs open and still don’t know what to sell.
A digital planner? Kitchen gadgets? Something with your own label?
I’ve been there more than I want to admit. I like an idea, start looking into it, and then the questions arrive. How much will this cost? Can I handle the work? And who’s actually going to buy it?
To figure out what to sell, start with who you want to sell, what you can offer them, and how much work you can take on.
Should You Sell Digital or Physical Products?
Before you choose a product, ask yourself: would I enjoy the work of selling it?
Digital products include templates, ebooks, pages people print, and online classes. People download them or use them online. You won’t need to store boxes or mail orders. Yet you’ll need to make something people want, explain how to use it, and tell them everything about it.
Physical products are things people can hold, wear, or use. You could make them, buy them from another company, or find a company that makes them with your brand name.
You’ll need to check samples, store your products, pack orders, ship them, and handle returns. You’ll also need to tell people about them.
These businesses can work, but neither is sure to succeed. Pick work you can see yourself doing each day, even when it no longer feels new and exciting.
| Ask yourself | Digital products | Physical products |
|---|---|---|
| What would I work on? | Creating and updating files or online resources | Making or sourcing items and fulfilling orders |
| What would I need room for? | Files, software, and a place to work | Stock and packaging, unless a partner handles fulfillment |
| What costs should I consider? | Creation time, tools, platform fees, support, and promotion | Samples, stock, freight, packaging, fees, returns, and promotion |
| What might suit me? | Writing, teaching, designing, or organizing information | Making, sourcing, or improving tangible products |
Swipe across to compare both options.
If what you want to offer is your time or expertise, a service may be a better starting point.
Start With a Customer You Understand
Instead of trying to sell to everyone, pick one group of people. Maybe they work from home, pack for trips, or need help to start a business.
Think about their day. What is hard for them? What do they already buy? Your product could save them time, solve a problem, or give them something they enjoy.
Write:
Who would use this?
When would they use it?
Why would they choose it?
A planner for everyone doesn’t tell you much. Instead, a weekly planner for someone selling handmade items from home tells you who it helps and what they need to plan.
It can help to picture someone like you, with needs you understand. But they may want different things. Ask them before you decide.
Match the Product to Your Skills, Budget, and Time
If you like writing and putting ideas together, you could start with a template or guide. If you like finding things to sell and checking what they’re made of, you might enjoy selling physical products.
Think about what you can handle. How much money can you spend to try your idea? How much time do you have each week? Where will you keep the products? Who will pack the orders?
Work with the money you already have. Save some for mistakes and costs you didn’t expect. Don’t spend it all on products. You’ll also need money to pack them, ship them, and tell people about them.
Make a Shortlist of Product Ideas
Start with three to five ideas. A short list makes them easier to compare.
Think about things you know, questions people ask, and products you’ve used. Read what buyers say about those products. Are the sizes wrong? Are the instructions hard to follow? Is something missing? Is the box hard to store?
You don’t have to invent something new. You could make a better version for a certain group of people. Write one sentence for each idea:
This product is for ___, who want ___, and it helps them ___.
For example: “This packing list is for people taking short road trips. It helps them remember what to pack for the car, the hotel, or hiking adventures.”
This sentence won’t tell you if people will buy it. But it will help you explain who it’s for and what it does.
Check Whether the Costs Leave Room for Profit
Before you pick a product, work on how much it will cost to sell.
For a physical product, count the cost of buying or making it, getting it to you, packing it, and sending it to the buyer. Add shop fees and advertisements. Leave some money for broken items or products people send back.
For a digital product, count the apps, shop fees, and ads you’ll pay for. Think about the time you’ll spend making it, keeping it up to date, and helping buyers. You won’t pay for shipping, but you’ll still have costs.
Start with this:
Selling price − costs for each sale = money left.
That money still needs to cover other business bills and pay you. What’s left after all those costs is your profit.
Ask suppliers for prices and check the fees. If you don’t know a cost yet, write “guess” beside it. A cheap product won’t always make you money.
Consider Storage, Shipping, and Customer Support
Picture a normal day selling your product. If it’s something you ship, can you pack it safely? Is it big or easy to break? Does it come in lots of sizes? What will it cost if someone sends it back? Check any safety rules and labels it needs before you sell it.
I sold vintage dinnerware for a month to try the idea. Packing and shipping took too much work and cost too much, so I stopped.
If it’s a digital product, like a planner or ebook, will buyers need a special app to use it? Are the instructions easy to follow? Will you need to fix it, update it, or help people use it?
Choose a product you can sell and get to customers with the time, money, and tools you have.
Compare Your Ideas Before Choosing One
Write what you like about each idea and what might be hard. Keep it simple.
| Question | What to write down |
|---|---|
| Who is it for? | A specific customer and situation |
| Why might they want it? | The benefit, experience, or improvement |
| What would make it different? | A meaningful reason to consider your version |
| Can I deliver it? | Skills, suppliers, time, and support needed |
| Can I afford to test it? | Estimated test cost and what you could lose |
| What remains unknown? | Demand, pricing, costs, or practical questions |
Pick an idea your customer might like, that you can afford to test, and that you have time to work on. Save your other ideas for later.
Test Your Product Idea Before Buying Inventory
Your first step is choosing your product. Next, find out if people will pay for it.
Before buying an entire inventory to sell or spending weeks making something, try a small test. See what people already buy. Talk to people who might want your product. Show them your idea and ask if they would buy it.
Someone saying “I love it!” is nice. But saying it and buying it are two different things.
Read How to Know If a Product Will Sell for the next step: checking demand and testing interest before committing more money.
Common Questions About Choosing What to Sell
Should I choose something I personally love?
Liking a product can help you learn about it and enjoy selling it. But other people need to want it, too. Start with something you like. Then ask people why they would buy it and how much they would pay.
Is it better to start with one product or several?
Start with one product. See how much it costs, what customers think, and how to get it to them. You can add more products later. If you offer different colors or sizes, start with just a few.
Do I need to invent something new?
No. You can make a better version of something people already buy. Think about what could make it easier to use. Create your own design, words, and brand name instead of copying someone else’s.
What if I still can't decide?
Pick two ideas. Find out what you still need to know about each one. Ask how much a sample costs, talk to people who might buy it, or make a simple version to try. Set a date to choose your product, so you don’t spend another month just looking.
Choose One Idea Worth Testing
Find out how much it will cost and choose a small test you can pay for. Who will buy your product? What will you sell them? How will you get it to them? Try it on a small scale before spending more money.
Your idea might change as you learn, and that’s okay. You’ll discover what people want to buy and what you enjoy selling.
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