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The 12 products that are selling best online right now — and your guide to marketing them on social media

The 12 products that are selling best online right now — and your guide to marketing them on social media

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Whether you’re adding fresh inventory to your online store or starting a new business idea, these are the 12 hottest items selling on Shopify.

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  • Ecommerce platform Shopify listed the top trending products selling online in 2020.
  • Top categories include items like exercise equipment and jigsaw puzzles which have recently skyrocketed in demand during the coronavirus pandemic and global quarantines. 
  • The list suggests that consumers are searching for items to improve their homes and at-home lifestyles.
  • Read on for the full list of the 12 hottest items to sell online and tips for marketing them. 
  • Visit Business Insider’s homepage for more stories.

Ecommerce platform Shopify released a list of the top trending products selling online in 2020, which includes items like exercise equipment and board games which have recently skyrocketed in demand during the coronavirus pandemic and global quarantines. 

Shopify generated the list based on the top trending categories on the platform from March 1 to July 31. The list suggests that consumers are searching for items to improve their homes and at-home lifestyles.

Beauty products took up the top two spots, as shoppers look for DIY methods to pamper themselves. At-home fitness and recreation continues to be a promising category for online retailers, with four products in the list. Home decor and furniture is another major category with three spots.

Here are the 12 hottest products to sell online, whether you’re adding fresh inventory to your store or starting a new business. 

12. Laptop skins

woman working on laptop



mediaphotos/Getty Images


As Shopify reported, the popularity of laptop skins has seen random spikes over the years, though the most recent jump could be a result of the rise in remote workers and online learners. Both employees and students are looking for ways to spruce up their office or desk spaces, which includes a personalized laptop cover. 

How to market: Laptop skins can easily fit in with many different ecommerce businesses — you don’t have to be a technology or electronics business to carry them. Find laptop skins that match your brand’s aesthetic and promote them alongside your best-sellers. Reach out to student influencers and freelancers to post about their workstations showcasing one of your laptop skins.  

11. Board games

Cheese suite board games



Emma Taylor/Insider


Spending more time at home usually means more time indoors with family, roommates, and friends. Board games have seen an increase in demand as people look for fun ways to liven up their nights and socialize from their living rooms. 

How to market: Board games can be marketed as a fun addition in a home decor post, or you can show a family gathered around their coffee table for a game night. If you stock educational games for kids, promote them as a supplement to their remote learning curriculum. Engage your audience with an Instagram story poll asking their favorite board game — which can double as feedback for what products to stock for the holidays. 

10. Rugs

living room



Photographee.eu/Shutterstock


Rugs are another product trending in ecommerce thanks to consumers’ increased time spent in their homes.  

How to market: Showcase how your rugs can complete a room and add warmth and comfort to a space. Instagram and Pinterest make the most sense to promote this product since customers can shop directly from the apps or save your posts to shop later. Reach out to influencers, bloggers, or interior designers to promote or review your rugs and link back to your site. 

9. Kitchen and dining room furniture

dining room table with bench



Alan SK/Shutterstock


America is on the move as more families relocate from cities to more rural towns. And those staying put are perhaps renovating and redecorating their spaces to accomodate a new lifestyle. Whether they’re baking bread in the kitchen or solving jigsaw puzzles at the dining table, consumers are buying furniture to improve their time at home. 

How to market: In your social media posts, be sure to place kitchen and dining room furniture in settings that help customers envision the pieces in their own home. Stylize the furniture with accents and props and show them in use. For example, you could feature a kitchen island in a quick recipe video on Instagram or TikTok. Use Pinterest to tap into a large audience of users searching for home inspiration. 

8. Jigsaw puzzles

jigsaw puzzles 2.JPG



Kirsten Acuna/Insider


Throwback industries are making a comeback and jigsaw puzzles are seeing growth as consumers searched for pastimes they can do at home. Ecommerce brand Piecework Puzzles found its market among stressed out millennials on Instagram. Then, the pandemic brought a surge of sales, as families searched for activities to do in quarantine.

How to market: Puzzles could be a great product to add to any home-focused business, such as decor and furniture, or they can be targeted to children for fun or education. They’re all about the visuals, so tap into that on social media with dynamic flat-lay images or photos of influencers and customers putting them together. Create a challenge on TikTok or Instagram asking creators to post a time-lapse of them completing a puzzle as quickly as they can. 

7. Kayak accessories

kayak austin



Harry Cabluck/AP


Outdoor recreation is popular year round, but the pandemic gave people another reason to get outside for fresh air and try new activities. Kayaking continues to grow every year in the US and accessories for the sport trend in Google searches leading up to summer and again after the holidays, Shopify reported. 

How to market: Focus on the outdoor appeal of kayaking in your social media posts with imagery that allows nature to shine. Promote kayaking as a socially-distanced activity friends and families can enjoy as they travel to nearby states or explore their hometowns.

6. Yoga and pilates mats

benefits of yoga



Crystal Cox/BI Photo


Yoga and pilates are low-cost forms of exercise that can be done with just a small space on your living-room or bedroom floor. Mats are the only necessary equipment for those taking up a new quarantine hobby or tuning into their studio’s online classes.  

How to market: Since yoga and pilates mats require action to use them, make sure you’re showcasing that functionality on social media. Reach out to fitness and health influencers to use your mats in their Instagram or Youtube content. Increase engagement by asking customers or brand ambassadors to share their favorite yoga poses on the mats they’ve purchased. 

5. Blankets

personal finances woman laptop



hobo_018/Getty Images


Interest in blankets typically peak in the winter months, according to Google Trends data, but they can be a high-profit margin product throughout the year Shopify reported. In 2018, the blanket market in the US was valued at $6.6 billion, according to Future Market Insights. 

How to market: Blankets are a product type that lends itself well to dynamic visuals and lifestyle content on social media. Instead of posting a static shot of a blanket lying on a couch, have models or influencers showcase them in use with their favorite hot drink or book. You could also increase engagement by asking customers in an Instagram story or caption what television series they’re watching while bundled up. 

4. Water bottles

gallon water bottle drinking water



Erin McDowell/Insider


As the fitness category ramps up, so will adjacent categories like water bottles. Google Trends data shows a steady increase in search traffic, as consumers become more conscious of single-use plastics and opt for reusable containers to stay hydrated. 

How to market: Water bottles can be easily incorporated into any business — you don’t need to be a fitness or health brand. Plus, you can merchandise them alongside other products to increase your average units per transaction. Find water bottle designs that fit the aesthetic and theme of your brand. For example, if your business sells sustainable products, stock bottles that are also responsibly sourced and produced. Then, post flat-lay or lifestyle photos on social media along with your most popular products. 

3. Exercise bands

health wellness weightless fit fitness exercise weights resistance bands gym work out yoga  1



Crystal Cox/Insider


At-home fitness shows no signs of slowing down, even as many gyms have reopened. The industry was ripe for disruption well before COVID-19, so experts say the pandemic has only accelerated the rise of tech, equipment, and subscriptions in this space.

How to market: If you’re selling exercise bands, or any other type of workout equipment, create a lifestyle around your brand on social media. You could post a quick at-home workout video on Instagram Reels or TikTok, then incorporate a recipe for a post-workout juice or smoothie into another post. 

2. Nail polish

Painting my nails.

Painting my nails.

Zoe Ettinger


Nationwide salon closures during the pandemic brought a surge in nail polish interest, as more consumers learned to do their manis and pedis at home. According to Google Trends, the search term “nail polish” has seen an average of 246,000 searches per month since March.

How to market: This is another great product to promote through influencers and sponsored posts. Since nail polish has a low cost per item, you could send a bunch of products out to micro-influencers to broaden your reach. You could also tap into younger customers by targeting audiences on TikTok. 

1. Peel-off face mask

Woman with a face mask on.

Woman with a face mask on.

Vladimir Vladimirov/Getty Images


Peel-off face masks are the number one trending product in ecommerce, and for good reason. It’s been a stressful several months, so it’s not surprising consumers are looking for ways to relax and pamper themselves. 

How to market: Peel-off face masks are highly visual, so they make for engaging videos. If you’re selling face masks, tap into influencer marketing on Instagram and YouTube by sending them products to feature. 

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