Building an online store around your passions translates into a business you’ll enjoy running. Whether you’re into boutique guitar effects pedals, fishing lures, or high-end watches, finding your niche doesn’t have to go any further from what you already know. But, of course, plenty of businesses have been launched for other reasons. Maybe you see a need in a particular market and want to offer potential customers product solutions to solve the problems they’re having. Whatever your business goals, an ecommerce project needs to be guided by both product research and research about the people you hope to sell them to. This can make the difference between success and ending up with a stack of merchandise that you can’t get rid of.