So, right now, I'm stuck between what I would consider being, two maybe three, different business models of eCommerce. 1) Creating a niche store, with many products, but none of which are marketed to be that store's/brand's OWN products. Though there may be 1 or 2 products which are the money makers, the store doesn't EXPLICITLY revolve around that product. In other words, in the eyes of the consumer, it's just one of many products offered for sale. There's NO branding of a product, just branding of the store itself. I feel this is the business model of most eCom stores. An example would be iheartdogs.com Then there's 2) Finding a golden product on Ali, but rather than just throwing it in a niche store, you private brand / white label it to create the notion that you are not a store, rather a BRAND that has created, or is THE place to get that specific product. To better understand what I'm referring to, think Kickstarter items. Those companies aren't stores, they're brands who made a product.An actual example of an eCom store I'm referring to is popsockets.com. Another example: yomeeyogurt.com For both of these, the entire website revolves around these particular products, to the point where the product is the name of the store.
So let's say I think and have proven I have a golden product that I'd like to go big with. Let's say that it's a unique, game-changing, kickstarter-esque product currently selling on Amazon however, it hasn't gone nearly as viral as I plan to take it. And lastly, let's say I ultimately plan to buy this product in bulk and ship from a domestic warehouse. which route do I go with? Do I go with 1) and create a store in the niche that product falls in, add many in-niche products on top of my golden one, and brand the store as a whole rather than my product itself? Do I go with 2) And completely brand around that specific product?
What are the pros & cons of each route? And again, which route would you go with? Thanks!