Top E-Commerce Models for Small Retailers: Niche & More

In the ever-evolving landscape of e-commerce, small retailers are discovering new paths to success through innovative business models tailored to niche markets. This article delves into the transformative strategies of dropshipping and subscription services, which empower small businesses to cater to specific customer needs without the burden of traditional inventory. By embracing these small business ideas, retailers can carve out unique identities and foster loyal customer bases in a competitive marketplace.

As we explore these innovative e-commerce business models, readers will gain valuable insights into how to navigate challenges and seize opportunities that arise in today’s digital economy. Prepare to uncover a developing story of resilience and creativity, where small retailers are not just surviving but thriving by thinking outside the box.

Introduction

The e-commerce landscape in New Zealand is rapidly evolving, presenting exciting opportunities for small retailers to thrive in a competitive market. With the rise of online shopping, consumers are increasingly turning to digital platforms for their purchasing needs, leading to a significant shift in how retail businesses operate. According to recent statistics, e-commerce sales in New Zealand have seen substantial growth, reflecting a broader global trend that emphasizes the importance of online retail. This growth is not merely a passing phase; it represents a fundamental change in consumer behavior and expectations.

For small retailers, embracing innovative e-commerce business models is crucial to unlocking success in this dynamic environment. Traditional retail methods may no longer suffice, as consumers seek personalized experiences, convenience, and unique products that resonate with their values. As such, innovative approaches are essential for small businesses to stand out and capture the attention of their target audiences. This article will explore three key business models that cater to specific customer needs: niche markets, dropshipping, and subscription services.

Niche markets offer small retailers the chance to specialize in unique products or services that appeal to specific segments of the population. By focusing on a well-defined target audience, retailers can create tailored offerings that meet the distinct preferences and requirements of their customers. For example, businesses that cater to eco-conscious consumers or local artisans can build strong brand loyalty by aligning their products with the values of their audience.

Another innovative model gaining traction is dropshipping, a low-risk approach that allows retailers to sell products without the burden of managing inventory. This method enables small retailers to offer a wide range of products without the need for upfront investment in stock, making it an attractive option for those looking to enter the online retail space with minimal financial risk.

Subscription services are also becoming increasingly popular among consumers, providing a steady stream of revenue for retailers while enhancing customer loyalty. By offering curated experiences or essential products delivered regularly, small retailers can foster lasting relationships with their customers, encouraging repeat business and increasing customer lifetime value.

In this article, we will delve deeper into these innovative e-commerce business models, examining how small retailers in New Zealand can leverage niche markets, dropshipping, and subscription services to meet specific customer needs and drive growth. By understanding and implementing these strategies, small retailers can position themselves for success in the ever-evolving world of online retail.

The E-commerce Landscape in New Zealand

Current Statistics on E-commerce Growth

The e-commerce sector in New Zealand has witnessed remarkable growth, particularly in the last few years. As of 2023, e-commerce accounts for approximately 12% of total retail sales in the country, a figure that has steadily increased from just 8% in 2019. This growth is indicative of a broader global trend, where consumers are increasingly turning to online shopping for convenience and variety. According to a recent survey, over 80% of New Zealanders have made at least one online purchase in the past year, showcasing a significant shift in consumer behavior towards online retail.

The COVID-19 pandemic acted as a catalyst for this growth, pushing many consumers who had previously been hesitant about online shopping to embrace it. The New Zealand retail industry has adapted to this shift, with small retailers increasingly recognizing the need to establish an online presence to remain competitive. As a result, innovative e-commerce business models have become essential for small retailers seeking to capture market share in this evolving landscape.

Trends and Consumer Behavior in Online Shopping

Understanding the trends influencing consumer behavior is crucial for small retailers looking to thrive in the e-commerce space. One of the most significant trends is the rise of mobile commerce. With over 60% of online shopping conducted via mobile devices, businesses must optimize their websites for mobile use. This means ensuring that the user experience is seamless across all devices, allowing customers to browse and purchase products effortlessly.

Another key trend is the increasing importance of social media in shaping consumer purchasing decisions. Platforms like Instagram and Facebook are not just social networking sites; they have evolved into powerful marketing tools. Small retailers can leverage these platforms to create engaging content that showcases their products, connect with their audience, and drive traffic to their online stores. Influencer marketing has also gained traction, with many consumers relying on recommendations from social media influencers before making a purchase.

The Role of Mobile Commerce and Social Media in Shaping E-commerce

Mobile commerce is not just a trend; it has become a fundamental aspect of the e-commerce landscape in New Zealand. Consumers expect to have a convenient shopping experience, and mobile optimization is crucial for meeting these expectations. Retailers must invest in responsive design, ensuring that their websites load quickly and are easy to navigate on smaller screens. Additionally, implementing mobile payment options can streamline the checkout process, reducing cart abandonment rates.

Social media platforms are also vital for small retailers looking to build brand awareness and engage with customers. Businesses can utilize targeted advertising to reach specific demographics, enhancing their marketing efforts. User-generated content, such as customer reviews and photos, can further boost credibility and attract new customers. By creating a strong social media presence, small retailers can foster a sense of community around their brand, encouraging customer loyalty and repeat purchases.

Challenges Faced by Small Retailers in the Digital Space

Despite the opportunities presented by the e-commerce boom, small retailers in New Zealand face several challenges in the digital space. One of the most pressing issues is competition from larger retailers and international brands. These companies often have more resources to invest in marketing, technology, and logistics, making it difficult for small retailers to compete on price and visibility.

Another challenge is the need for technological adoption. Many small retailers may lack the expertise or resources to implement effective e-commerce solutions. This can lead to difficulties in managing inventory, processing orders, and providing excellent customer service. Additionally, cybersecurity concerns are increasingly relevant, as small retailers must protect customer data and secure their online transactions.

To overcome these challenges, small retailers can explore innovative business models that allow them to differentiate themselves from the competition. By focusing on niche markets, utilizing dropshipping, or offering subscription services, they can carve out a unique space in the e-commerce landscape. These models not only reduce the financial burden associated with traditional retail but also enable small businesses to cater to specific customer needs.

The Importance of Data-Driven Decision Making

In the ever-evolving e-commerce landscape, data-driven decision-making is crucial for small retailers. Analyzing customer behavior and preferences can provide valuable insights that inform marketing strategies, product offerings, and overall business operations. Tools such as Google Analytics and social media insights can help retailers track their performance and identify areas for improvement.

By leveraging data, small retailers can better understand their target audience and tailor their offerings to meet their needs. This personalized approach can enhance the customer experience, leading to increased sales and customer loyalty. Additionally, data can help retailers identify emerging trends and adapt their strategies accordingly, ensuring they remain competitive in a rapidly changing market.

Conclusion

The e-commerce landscape in New Zealand presents both opportunities and challenges for small retailers. With the right strategies in place, businesses can navigate this dynamic environment and unlock their potential for success. By focusing on niche markets, adopting innovative business models like dropshipping and subscription services, and leveraging data-driven insights, small retailers can thrive in the competitive world of online retail.

As the e-commerce sector continues to grow, small retailers must remain agile and responsive to consumer trends. Embracing technology, optimizing for mobile, and engaging with customers through social media will be essential for building a strong online presence. With these strategies, small retailers in New Zealand can position themselves for long-term success in the evolving e-commerce landscape.

Understanding Niche Markets

Defining Niche Markets for Small Retailers

Niche markets refer to specialized segments of the market that cater to specific customer needs, preferences, or interests. For small retailers in New Zealand, tapping into niche markets can be a game-changer. These markets allow businesses to differentiate themselves from larger competitors by offering unique products or services that resonate with a targeted audience. By focusing on a niche, small retailers can enhance customer loyalty, reduce competition, and create a more personalized shopping experience.

The importance of niche markets lies in their potential to foster deeper connections with customers. Instead of trying to appeal to everyone, small retailers can focus on a specific demographic or interest group, tailoring their offerings to meet the unique demands of that audience. This targeted approach not only helps in building brand loyalty but also allows for more effective marketing strategies.

Identifying and Analyzing Niche Markets in New Zealand

Identifying a niche market involves thorough market research and analysis. Small retailers can start by assessing their own passions and expertise. What products or services do they love? What gaps exist in the current market? Understanding local trends and consumer behavior is crucial. Tools such as surveys, social media insights, and keyword research can help retailers identify potential niches.

For instance, the rise of eco-conscious consumers has created a significant market for sustainable products. Small retailers can explore opportunities in eco-friendly packaging, organic foods, or ethically sourced goods. Another example is the growing interest in local artisans, where small retailers can promote handmade crafts, art, and food products that reflect New Zealand’s unique culture and heritage.

Small retailers should also analyze their competition within the niche. By understanding who the competitors are, their strengths and weaknesses, and the products they offer, retailers can carve out their unique selling proposition (USP) and position themselves effectively in the market.

Examples of Successful Niche Markets

Several small businesses in New Zealand have successfully tapped into niche markets, showcasing the potential for innovation and growth. One notable example is the rise of local food producers who focus on organic and health-conscious products. Companies like “Little Bird Organics” have gained popularity by offering raw, organic snacks that cater to health-conscious consumers.

Another successful niche market is the pet industry, particularly for specialty pet foods and products. Brands like “Pet.co.nz” have found success by providing high-quality, unique pet products that cater to specific dietary needs or preferences, such as grain-free or organic options.

Additionally, the wellness and self-care industry has seen significant growth, with small retailers offering products like handmade soaps, essential oils, and wellness kits. These businesses often emphasize their local roots and the use of natural ingredients, appealing to consumers who prioritize sustainability and health.

Strategies for Reaching and Engaging Niche Audiences

Once a niche market has been identified, small retailers must develop strategies to effectively reach and engage their target audience. Here are several actionable strategies:

1. Tailored Marketing Campaigns: Utilize targeted advertising on social media platforms like Facebook and Instagram, where specific demographics can be reached. Create engaging content that speaks directly to the interests and values of the niche audience.

2. Content Marketing: Develop a blog or resource section on the retailer’s website that provides valuable information related to the niche. For instance, if the niche is eco-friendly products, the retailer can publish articles on sustainable living tips, product benefits, and DIY recipes.

3. Community Engagement: Building a community around the niche can enhance customer loyalty. Small retailers can host workshops, webinars, or local events that align with the niche, encouraging customers to connect with the brand and each other.

4. Influencer Collaborations: Partnering with local influencers who resonate with the niche market can amplify brand visibility. Influencers can provide authentic reviews and recommendations, helping to establish credibility and attract new customers.

5. Personalized Customer Experience: Leverage customer data to provide personalized recommendations and experiences. For example, offering tailored product suggestions based on previous purchases can enhance customer satisfaction and encourage repeat business.

Case Studies of New Zealand Small Businesses Thriving in Niche Markets

To illustrate the potential of niche markets, let’s explore a few case studies of New Zealand small businesses that have thrived by focusing on specific customer needs.

1. Eco-Friendly Home Goods: “Eco Store” is a prime example of a business that has successfully captured the eco-conscious market. By offering a wide range of sustainable home products, including cleaning supplies and personal care items, Eco Store has established itself as a go-to brand for environmentally aware consumers. Their commitment to sustainability, transparency, and local sourcing has resonated with their target audience, leading to strong brand loyalty.

2. Local Artisans: “Hawke’s Bay Farmers’ Market” is a platform that showcases local artisans and their products. By focusing on locally sourced food, crafts, and handmade goods, the market has created a community hub that attracts both locals and tourists. This model not only supports local businesses but also appeals to consumers who value authenticity and local culture.

3. Specialty Health Foods: “The Nutty Baker” specializes in gluten-free and allergy-friendly baked goods. By catering to individuals with dietary restrictions, this small business has carved out a niche in the competitive food market. Their focus on quality ingredients and customer satisfaction has helped them build a loyal customer base, demonstrating the effectiveness of targeting specific dietary needs.

Conclusion

Understanding and leveraging niche markets can be a powerful strategy for small retailers in New Zealand. By identifying specific customer needs, analyzing market trends, and implementing targeted marketing strategies, small businesses can differentiate themselves and thrive in the competitive e-commerce landscape. The success stories of local businesses highlight the potential of niche markets, encouraging aspiring entrepreneurs to explore innovative small business ideas tailored to their passions and expertise. As the e-commerce landscape continues to evolve, embracing niche markets may be the key to unlocking sustainable growth and success for small retailers.

Dropshipping: A Low-Risk E-commerce Model

In the dynamic world of online retail, dropshipping has emerged as a popular e-commerce business model, particularly for small retailers in New Zealand. This model allows entrepreneurs to sell products without the need to maintain inventory or manage a physical storefront. By partnering with suppliers who handle storage, packaging, and shipping, small retailers can focus on marketing and customer engagement while minimizing financial risk. In this section, we will delve into the workings of dropshipping, its advantages, best practices, challenges, and real-life success stories from New Zealand businesses that have adopted this innovative approach.

Understanding the Dropshipping Business Model

At its core, dropshipping is a fulfillment method where retailers sell products directly to consumers without holding any inventory. When a retailer receives an order, they simply purchase the item from a third-party supplier who then ships it directly to the customer. This model eliminates the need for upfront investment in inventory and reduces overhead costs associated with warehousing and logistics. For small retailers in New Zealand, this presents a unique opportunity to enter the online retail space with minimal financial barriers.

Advantages of Dropshipping for Small Retailers in New Zealand

There are several compelling advantages to adopting a dropshipping model:

• • • Low Startup Costs: Traditional retail models often require significant capital for inventory and physical locations. Dropshipping allows small retailers to launch their online stores with little to no upfront investment.
    • Flexibility and Scalability: Retailers can easily add or remove products from their catalogs without worrying about unsold inventory. This flexibility enables them to respond quickly to market trends and customer preferences.
    • Wide Product Selection: With dropshipping, retailers can offer a diverse range of products without the constraints of inventory management. This allows them to cater to niche markets and meet specific customer needs.
    • Focus on Marketing: Since the logistical aspects are handled by suppliers, small business owners can devote more time to marketing strategies, customer service, and building brand loyalty.

Best Practices for Finding Reliable Suppliers

While dropshipping offers numerous benefits, the success of this model hinges on the quality of suppliers. Here are some best practices for small retailers in New Zealand to find and manage reliable suppliers:

• • • Conduct Thorough Research: Use platforms like Alibaba, Oberlo, or local suppliers to find potential dropshipping partners. Assess their reputation, product quality, and shipping times through customer reviews and ratings.
    • Order Samples: Before committing to a supplier, order samples of their products to evaluate quality and shipping times. This hands-on experience can help you gauge whether they meet your standards.
    • Establish Clear Communication: Maintain open lines of communication with your suppliers. Discuss order processing times, return policies, and any potential issues that may arise.
    • Start Small: Begin with a limited product range to test the waters. This approach allows you to assess supplier performance and customer satisfaction before expanding your offerings.

Challenges Associated with Dropshipping

Despite its many advantages, dropshipping is not without challenges. Small retailers must be aware of common pitfalls to navigate this model successfully:

• • • Shipping Times: Since products are shipped directly from suppliers, shipping times can vary significantly. Long delivery times can lead to customer dissatisfaction, so it’s crucial to set realistic expectations.
    • Quality Control: Retailers have limited control over product quality and fulfillment processes, which can affect customer satisfaction. Establishing strong relationships with suppliers can mitigate this risk.
    • Competition: The low barrier to entry in dropshipping means increased competition. Retailers must differentiate themselves through branding, marketing, and exceptional customer service.
    • Inventory Management: Keeping track of stock levels can be challenging, especially when working with multiple suppliers. Implementing inventory management tools can help streamline this process.

Real-Life Examples of Successful Dropshipping in New Zealand

Several small retailers in New Zealand have successfully embraced dropshipping, showcasing its potential as a viable e-commerce business model:

• • • Eco-Friendly Products: A small retailer specializing in sustainable products has built a successful dropshipping business by partnering with local artisans and eco-friendly suppliers. By focusing on a niche market, they have attracted environmentally conscious consumers and established a loyal customer base.
    • Health and Wellness: A New Zealand-based online store offering health supplements and wellness products has thrived through dropshipping. By curating high-quality products and leveraging social media marketing, they have created a thriving online community.
    • Pet Supplies: Another example is a dropshipping business focused on pet supplies. By targeting pet owners and offering unique, high-quality products, they have carved out a niche and consistently grow their customer base.

Subscription Services: Building Customer Loyalty

As the e-commerce landscape continues to evolve, subscription services have gained traction among small retailers in New Zealand. This model not only provides a steady stream of recurring revenue but also fosters customer loyalty and engagement. In this section, we will explore the various types of subscription services, their benefits, and how small retailers can create successful subscription offerings.

Overview of Subscription Services

Subscription services involve customers paying a recurring fee to receive products or services on a regular basis. This model can take various forms, including:

• • • Product-Based Subscriptions: Customers receive curated boxes of products, such as beauty products, snacks, or pet supplies, delivered to their doorstep.
    • Service-Based Subscriptions: Retailers offer services such as online classes, digital content, or exclusive memberships for a monthly fee.

Benefits of Subscription Services for Small Retailers

Implementing subscription services can offer several benefits to small retailers:

• • • Recurring Revenue: Subscription models provide predictable income, allowing retailers to better manage cash flow and plan for growth.
    • Customer Loyalty: Subscriptions encourage repeat purchases and foster a sense of community among customers, leading to higher retention rates.
    • Data Insights: Retailers can gather valuable data on customer preferences and behaviors, allowing for personalized marketing and product offerings.
    • Reduced Marketing Costs: With a loyal customer base, retailers can reduce their marketing expenses as existing customers are more likely to make repeat purchases.

Creating a Successful Subscription Offering

To launch a successful subscription service, small retailers should consider the following strategies:

• • • Identify Your Niche: Focus on a specific target audience and tailor your subscription offerings to their needs and preferences.
    • Pricing Strategies: Determine a pricing model that balances affordability for customers while ensuring profitability for your business. Consider offering tiered pricing or discounts for longer subscription commitments.
    • Engage Customers: Use email marketing and social media to keep subscribers informed about new products, promotions, and exclusive content. Encourage feedback to improve your offerings continually.
    • Leverage Partnerships: Collaborate with complementary brands or local businesses to enhance your subscription boxes and provide added value to customers.

Case Studies of Successful Subscription Services in New Zealand

Several small retailers in New Zealand have successfully implemented subscription services, illustrating the potential of this business model:

• • • Artisan Food Products: A local retailer specializing in gourmet food products has launched a subscription box that features a selection of artisanal goods from New Zealand producers. This has not only generated recurring revenue but has also promoted local businesses.
    • Beauty and Skincare: A beauty retailer has created a subscription service that delivers personalized skincare products based on customer preferences. This tailored approach has resulted in high customer satisfaction and retention rates.
    • Fitness and Wellness: A fitness-focused retailer offers subscription boxes that include workout gear, supplements, and meal plans. By catering to health-conscious consumers, they have built a loyal community around their brand.

Combining Business Models for Maximum Impact

As small retailers in New Zealand explore innovative e-commerce business models, combining dropshipping, subscription services, and niche markets can create a powerful synergy. This hybrid approach allows retailers to diversify their offerings, enhance customer experience, and maximize revenue potential.

Benefits of Hybrid Business Models

Integrating multiple business models can provide several advantages:

• • • Cross-Selling Opportunities: Retailers can promote subscription services to their dropshipping customers, encouraging them to sign up for recurring deliveries of products they already love.
    • Enhanced Customer Experience: By offering a variety of purchasing options, retailers can cater to different customer preferences, improving overall satisfaction.
    • Scalability: Hybrid models allow retailers to scale their businesses more effectively by tapping into multiple revenue streams.

Examples of Businesses Successfully Employing Multiple Models

Several small retailers in New Zealand have successfully combined dropshipping and subscription services:

• • • Eco-Friendly Products: A business that sells eco-friendly household items has implemented a subscription model for cleaning supplies while dropshipping specialty products. This combination has attracted environmentally conscious consumers and encouraged repeat purchases.
    • Pet Products: A retailer specializing in pet supplies offers a subscription service for pet food and treats while also dropshipping unique pet accessories. This approach has allowed them to cater to a diverse customer base.

Tips for Small Retailers to Innovate and Diversify Offerings

To successfully combine business models, small retailers should consider the following tips:

• • • Market Research: Regularly conduct market research to identify emerging trends and customer preferences. This information can inform product selection and subscription offerings.
    • Customer Engagement: Foster a community around your brand by engaging with customers through social media, newsletters, and feedback surveys. This interaction can provide insights for future product offerings.
    • Test and Iterate: Experiment with different combinations of products and services to find the best fit for your target audience. Be open to adjusting your strategies based on customer feedback and performance metrics.

By leveraging innovative e-commerce business models, small retailers in New Zealand can unlock new opportunities for growth and success in the competitive online retail landscape. Whether through dropshipping, subscription services, or a combination of both, these strategies can help retailers cater to specific customer needs while building a loyal customer base. As the e-commerce landscape continues to evolve, embracing these models will be essential for small retailers looking to thrive in New Zealand’s vibrant market.

Frequently Asked Questions (FAQs)

What are niche markets and how can they benefit small retailers?

Niche markets refer to specific segments of a larger market that have distinct preferences or needs. For small retailers, targeting a niche market can lead to less competition and a more dedicated customer base. By focusing on unique products or services that appeal to a particular group, small businesses can establish themselves as experts in that area, fostering customer loyalty and potentially higher profit margins.

How does dropshipping work for small e-commerce businesses?

Dropshipping is a retail fulfillment method where the store does not keep the products it sells in stock. Instead, when a retailer sells a product, they purchase the item from a third party and have it shipped directly to the customer. For small retailers, dropshipping eliminates the need for substantial upfront inventory costs and allows them to offer a wider variety of products without the risk of unsold stock. This model is especially beneficial for those looking to explore small business ideas without significant financial investment.

What are subscription services and why should small retailers consider them?

Subscription services involve customers paying a recurring fee to receive products or services on a regular basis. For small retailers, this model can create a predictable revenue stream and enhance customer retention. By curating products that cater to specific interests or needs, such as beauty boxes or snack subscriptions, small businesses can foster a sense of community and brand loyalty, making it an attractive option for innovative e-commerce strategies.

How can small retailers effectively identify their target niche market?

Identifying a target niche market involves researching customer demographics, preferences, and pain points. Small retailers can start by analyzing market trends, conducting surveys, and utilizing social media analytics to gather insights. Additionally, exploring existing customer feedback can help pinpoint gaps in the market that the business could fill. This thorough understanding is crucial for developing small business ideas that resonate with the intended audience.

What are some examples of successful niche markets for small retailers?

Successful niche markets can range from eco-friendly products to specialty foods, handmade crafts, or health and wellness items. For instance, small retailers focusing on vegan or gluten-free products cater to specific dietary preferences, while those offering handmade home decor tap into the growing demand for unique, customizable items. Identifying a niche that aligns with personal passion or expertise can significantly enhance the chances of success in the competitive e-commerce landscape.

What challenges do small retailers face when implementing dropshipping?

While dropshipping offers many advantages, small retailers may face challenges such as lower profit margins, inventory management issues, and potential shipping delays. Since they rely on third-party suppliers, it’s crucial for small businesses to establish strong partnerships and maintain clear communication. Additionally, managing customer expectations regarding shipping times and product quality is essential to maintaining a positive brand reputation.

How can small retailers market their subscription services effectively?

To market subscription services, small retailers should leverage social media platforms, email marketing, and influencer partnerships to reach their target audience. Creating engaging content that highlights the value and uniqueness of the subscription can attract potential customers. Offering promotional deals like discounts for the first month or referral bonuses can also incentivize sign-ups. Building a community around the subscription experience, through exclusive content or member events, can further enhance customer engagement.

Are there specific platforms recommended for small retailers to start their e-commerce business?

Yes, several platforms cater specifically to small retailers looking to start their e-commerce business. Popular options include Shopify, WooCommerce, and BigCommerce, which offer user-friendly interfaces and customizable templates. For those interested in dropshipping, platforms like Oberlo and Spocket can integrate seamlessly with these e-commerce sites. Each platform has its unique features, so small businesses should evaluate their specific needs and choose accordingly to support their innovative business models.

References

• Ecommerce Business Models: A Guide for Small Businesses – An overview of various e-commerce business models including dropshipping and subscription services.
• The Future of E-Commerce: How Small Businesses Can Thrive – Insights on innovative e-commerce strategies for small retailers.
• E-commerce Business Models: The 5 Most Popular Types – A detailed explanation of popular e-commerce business models, including niche markets.
• The Ultimate Guide to Dropshipping – A comprehensive guide to the dropshipping model and its potential for small retailers.
• The Subscription Business Model: What It Is and How to Start – Analysis of subscription services as a viable business model for small retailers.
• Innovative E-commerce Business Models for Small Retailers – A resource discussing various strategies small retailers can adopt to succeed in e-commerce.
• Niche Markets in E-commerce: How to Find and Profit from Them – Tips and strategies for small retailers to identify and enter niche markets in e-commerce.