There's an audience for everything, even if it's as specific as dollhouse furniture or organic dog food. With a niche e-commerce store, you can reach customers who seek your specific products. Building a business in a niche market can help you differentiate yourself from other brands and build your credibility and expertise. Look to social media or your own consumer needs to come up with a product to sell online.  
In the first quarter of 2019, Wix.com spent $55 million in marketing. Typically, the first quarter’s marketing spend is significantly higher than the rest of the year, as the first quarter is when the company acquires the most users and has the most visitors to its site, said Joe Pollaro, general manager of the U.S. for Wix.com, who added that the company spends across various channels online including search engines, social networks, streaming and branding activities. The company declined to break out exactly how it spends its dollars or share percentage allocations, citing competitive advantage. In 2018, Wix.com spent $74 million in marketing, up from 2017’s $70 million, according to Kantar.
In the long-term, it affects your versatility, functionality, and, of course, your brand. In the short term, it can certainly add/take away a lot of headaches. That said, just like choosing a physical house or office, there is no such thing as an absolute “best” or “top” choice. There’s only the right choice relative to your goals, experience, and circumstances.
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