A niche is a focused part of a market: not "fitness" but "home workouts for people over 50", not "pet products" but "gear for dogs that hike". It is defined by a group of people with a shared need or interest.
A clear niche makes almost everything easier. Your ads can speak to a specific problem, your product range hangs together, creators and communities are easier to find, and customers come back because the store feels made for them. Before you pick one, check five things:
- Demand: are people already buying, and are stores in the niche growing?
- Margin: can products sell at prices that cover ads?
- Reach: can you find the audience on Meta, TikTok or Google?
- Repeat potential: will customers need more over time?
- Competition: is there room for a better offer or brand?
Common mistakes: choosing a niche so small that ads can't scale, or so broad that you compete with every large retailer, and choosing one for passion alone without checking demand.
To size up a niche, search it in Shops to see the stores selling in it with their traffic and growth, then look at the Advertisers running the most ads in it.