Less is often more: Product selection in dropshipping stores

When dropshippers start their own store, they’ve often learned from YouTube dropshipping gurus that a wide product selection is the key to success. So, they turn to Spocket, Dsers, or other traditional dropshipping platforms and flood their store with hundreds—sometimes thousands—of random, mediocre products.

But almost all of them fail. Why? Because tens of thousands of other stores are selling the exact same no-brand, low-quality products with poor images and weak descriptions. There’s no differentiation, no story, and no real reason for customers to buy from them.

The classic dropshipping trap

When these dropshippers switch to Hertwill, many struggle at first. They're so used to the old "more is better" mindset that they try to cram their store with as many products as possible. But with Hertwill, that approach rarely works.

Why? Because the products we provide are different. They’re from real brands with real stories, high-quality images, and premium positioning. Yes, they cost more—but they’re built for long-term, sustainable businesses with repeat customers, not quick-buck stores chasing one-time sales.

Dropshipping can work—but not the way the YouTube "gurus" say.

So, how are successful stores doing it?

From the stores partnering with Hertwill, we see a common pattern: the most successful online stores start small—just 1-4 brands and under 50-100 products. They only expand once they’ve proven they can drive traffic and make sales.

Basically, in the beginning, the store should feel like a boutique with a curated selection of high-quality products and strong content—not a generic “everything store.” You’re not competing with Amazon, so don’t try.

When we launched our test store, Saapavabrik, in the Estonian market, we started with just one brand and around 25 products for the first six months. Even now, with only six brands, it generates over €300,000 in annual sales.

Key recommendations for building a successful dropshipping store with real products:

1. Select a few key brands. Pick a couple of brands and products from the Hertwill catalog that you genuinely like and believe in. Build your store around these, rather than adding everything. Every Hertwill brand has a compelling story—use it to your advantage.
2. Tell the story inside your store. Your store’s main slogan or value proposition should reflect the story of your focus brands/products. Invest time in crafting engaging product descriptions. For example, at Saapavabrik, we use witty, no-nonsense descriptions (e.g., "If you care about the brand, these boots aren’t for you. But if you want tough, made-in-Europe boots, you’re in the right place."). We even add personal reviews ("Joosep, one of Saapavabrik’s owners, wears these hiking boots.").
3. Tell the story outside your store. Your marketing—ads, social media, emails—should focus on these few brands/products. Sell through their story, but also generate your own content (UGC rules!). For example, if you feature Pykok, lean into its edgy, unconventional vibe. If you’re selling Noel, highlight that all bags are handmade in Europe by a team with 25+ years of experience, crafting bags that have even been to Mount Everest.

The takeaway:

A smaller, more focused selection makes it easier to generate demand and sales. If your store already carries a wide range of brands and products, consider doubling down on 1-2 of the most promising ones. By telling engaging stories—both in your store and in your marketing channels—you’ll drive more sales.

If you’re not using Hertwill yet, you can install our Shopify app here or our WooCommerce plugin here. Hertwill is the only dropshipping app that offers real products from real brands.