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class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business-to-business (B2B)</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Market" class="text-t7 inline-block">Market</span></div><ul class="pb-2" aria-labelledby="subNavItem-Market"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/marketing"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Market your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach & retain customers</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/facebook-instagram"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Market across social<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Social media integrations</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/inbox"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Chat with customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Inbox</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/email-marketing"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Nurture customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/segmentation"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Know your audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gain customer insights</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Manage" class="text-t7 inline-block">Manage</span></div><ul class="pb-2" aria-labelledby="subNavItem-Manage"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/manage"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Manage your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Track sales, orders & analytics</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/analytics"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Measure your performance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analytics and Reporting</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/orders"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Manage your stock & orders<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Inventory & order management</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/flow"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Automate your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Flow</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="External source: Shopify Developers . Build with Shopify's powerful APIs"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Shopify Developers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build with Shopify's powerful APIs</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/my/plus"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/my/products"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">All Products<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Explore all Shopify products & features</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/my/pricing">Pricing</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3 font-semi-medium">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Help and support" class="text-t7 inline-block">Help and support</span></div><ul class="pb-2" aria-labelledby="subNavItem-Help and support"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/en/" aria-label="External source: Help and support . Get 24/7 support"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Help and support<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Get 24/7 support</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/topics/guides"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">How-to guides<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Read in-depth business guides</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://academy.shopify.com" aria-label="External source: Business courses . Learn from proven experts"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Business courses<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from proven experts</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Shopify blog<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business strategy tips</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Popular topics" class="text-t7 inline-block">Popular topics</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Popular topics"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/what-is-shopify"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">What is Shopify?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">How our commerce platform works</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/topics/founder-stories"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Founder stories<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from successful merchants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/how-to-build-a-brand"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Branding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build your brand from scratch</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/marketing-plan"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build a marketing plan</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/ecommerce-seo-beginners-guide"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Ecommerce SEO<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Improve your search ranking</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/topics/social-media-optimization"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Social media strategy<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Turn social into sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/how-to-scale-small-business"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Business growth<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Scale your business</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Essential tools" class="text-t7 inline-block">Essential tools</span></div><ul class="pb-2" aria-labelledby="subNavItem-Essential tools"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/logo-maker"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Logo maker<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="External source: Stock photography ."><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Stock photography<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/my/blog/business-plan-template"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Business plan template<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="External source: Link in bio tool ."><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Link in bio tool<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/qr-code-generator"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">QR code generator<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/my/enterprise">Enterprise</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="What’s new-toggle-open" aria-controls="What’s newDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3 font-semi-medium">What’s new</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="What’s newDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="41" height="42" viewBox="0 0 41 42" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_213_1921)"><path d="M39.5 21C39.5 31.6315 30.8815 40.25 20.25 40.25C9.61852 40.25 1 31.6315 1 21C1 10.3685 9.61852 1.75 20.25 1.75C30.8815 1.75 39.5 10.3685 39.5 21Z" stroke="currentColor" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path><rect x="13" y="14" width="15" height="14" rx="2" stroke="currentColor" stroke-width="1.5"></rect><path d="M25 24L19 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 21L19 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 18L19 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 18L16 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 21L16 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 24L16 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path></g><defs><clipPath id="clip0_213_1921"><rect width="40.5" height="40.5" fill="white" transform="translate(0 0.75)"></rect></clipPath></defs></svg></span><a class="group inline-block w-full text-black hover:text-black" href="https://changelog.shopify.com" aria-label="External source: Changelog . 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tablet-xl:h-[140px] desktop:h-[180px] right-0 tablet-xl:right-[-20px] desktop:right-[20px] top-[-25px] tablet-xl:top-[-30px] desktop:top-[-40px]"><img src="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] bottom-[20px] tablet-xl:bottom-[-50px] desktop:bottom-[-70px] right-[-50px] tablet-xl:right-[-70px] desktop:right-[-100px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div class="sm:inset-[auto_0_var(--space-2xl)_auto] sm:bg-transparent sm:pt-9 sm:[&>div>button]:-top-9"></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/my/blog/what-is-a-vertical-market"/><meta itemProp="dateModified" content="2024-12-19T06:00:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-sans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/my/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/my/blog/topics/starting-up" class="no-underline hover:text-link-light-hover topic-link">Starting Up</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">What Is a Vertical Market? Definition, Examples, and Strategies (2025)</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">Launching in a vertical market lets you focus on a specific customer group. Learn what vertical markets are and how they can benefit your business.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/my/blog/authors/alexandra-sheehan" class="no-underline" itemProp="url"><span itemProp="name">Alexandra Sheehan</span></a></span></div><div class="text-body-sm text-shade-50">Published on <time>19 Dec 2024</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782" alt="What is a vertical market" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782&width=200 200w, https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782&width=400 400w, https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782&width=600 600w, https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782&width=800 800w, https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782&width=1000 1000w, https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782&width=1200 1200w, https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782&width=1400 1400w, https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782&width=1600 1600w, https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631&originalWidth=1848&originalHeight=782&width=1800 1800w"/></div></div><div class="container grid-cols-4 sm:grid-cols-8 md:grid-cols-12 block tablet-xl:grid gap-y-0 gap-x-12"><div class="col-span-4 xs:col-span-12 md:col-span-4 lg:col-span-3 col-start-1 nav-drawer md:pb-20 pt-10 desktop:pt-16" data-component-name="blog-left-sidebar"><nav class="md:top-[calc(var(--header-height)*2)] md:max-h-[calc(100vh-var(--header-height))] md:overflow-auto md:sticky md:pb-6 pr-2"><div class="flex py-5 md:hidden border-y border-shade-20 text-[12px] mb-6 md:mb-0 leading-[20px] font-medium px-6">On this page<svg viewBox="0 0 20 20" class="w-[20px] h-[20px] ml-auto transition"><path fill-rule="evenodd" d="M5.72 8.47a.75.75 0 0 1 1.06 0l3.47 3.47 3.47-3.47a.75.75 0 1 1 1.06 1.06l-4 4a.75.75 0 0 1-1.06 0l-4-4a.75.75 0 0 1 0-1.06Z"></path></svg></div><div class="mb-4 uppercase hidden md:block">On this page</div><ul class="relative overflow-auto before:absolute before:inset-y-0 before:left-0 md:before:bg-shade-20 before:w-[1px] before:z-1 my-10 md:mt-0 md:mb-16 hidden md:block"><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#1">What is a vertical market?</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#2">How do vertical markets work?</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#3">Vertical markets vs. horizontal markets</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#4">Advantages and disadvantages of vertical markets</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#5">Examples of vertical markets</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#6">Vertical marketing strategy</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#7">Vertical market FAQ</a></li></ul><div class="hidden md:block bg-blog-bannerBg"><div class="p-6"><p class="richtext text-2xl font-aktivgroteskextended leading-4 desktop:leading-7 color-black tracking-[-0.02em]">Start your online business today.</p><p class="richtext font-aktivgroteskextended desktop:leading-7 color-black tracking-[-0.02em] text-2xl mb-9 font-bold">For free.</p><a href="https://accounts.shopify.com/store-create?locale=en-MY&language=en&signup_page=https%3A%2F%2Fwww.shopify.com%2Fmy%2Fblog%2Fwhat-is-a-vertical-market&signup_types%5B%5D=paid_trial_experience" class="flex justify-between align-middle font-aktivgroteskextended leading-6 tracking-[-0.0175rem] !no-underline border-b-[1px] border-black group">Start free trial<span class="flex justify-center items-center w-6 h-6 ml-4 my-auto [&_svg]:w-6 reduced-motion:group-hover:translate-x-0 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class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>While some retailers sell many items and services to many people, others focus on specific product categories for particular consumer segments. If you’re <a href="/my/blog/how-to-start-a-business">starting your new business</a> with a product niche or audience in mind, it’s helpful to concentrate on its matching vertical market.</p> <p>Here, you’ll learn what a vertical market is and discover successful <a href="/my/blog/ecommerce-brands">ecommerce brands</a> operating in vertical markets.</p> <p><em><strong>Ready to start your business?</strong> <a href="/my/website/builder">Create your website</a> today or <a href="/my/blog/what-is-shopify">learn more about Shopify’s tools</a> for selling online and in person.</em></p><div id="text-cta" class="hidden lg:block"></div> <h2 id="1">What is a vertical market?</h2> <p>A vertical market refers to a group of businesses that serve the same customers in similar ways. </p> <p>Common examples of vertical markets include health and wellness, beauty and skin care, and consumer electronics. Some vertical markets, or business verticals, serve even narrower <a href="/my/blog/niche-markets">niches</a>. For example, the ecommerce brand <a href="https://beelovebuzz.com/" target="_blank" rel="nofollow noopener noreferrer">Beelove</a> produces for a specific vertical market, selling products made from honey and its byproducts. Then there’s <a href="https://satya.ca/" target="_blank" rel="nofollow noopener noreferrer">Satya</a>, which sells plant-based skin care, which is also a vertical market, but a broader one than Beelove’s.</p> <div data-guide="businessplan" data-guide-image="https://cdn.shopify.com/s/files/1/0070/7032/files/shopify_116354_guide_v01.gif" data-component-name="blog-CTA-businessplan"></div> <h2 id="2">How do vertical markets work?</h2> <p>Vertical markets serve the unique needs of a particular industry or niche. Instead of trying to appeal to everyone, businesses tailor their products, services, and messaging to a defined audience, such as health care providers or car manufacturers. </p> <p>By narrowing their focus, businesses in vertical markets can develop a deep understanding of their customers’ pain points. They can build strong relationships because they know exactly what their audience needs. </p> <h2 id="3">Vertical markets vs. horizontal markets</h2> <p>Here’s a quick breakdown of the difference between vertical and horizontal markets: </p> <h3>Vertical markets</h3> <p>Vertical markets focus on a specific niche, offering products or services defined by industry or audience. Consider a brand like ChocoSol, which specializes in high-quality chocolate products and serves people who want premium chocolate.</p> <h3>Horizontal markets</h3> <p>Horizontal markets, on the other hand, include multiple niches and a wide range of customers. Grocery stores or retailers like Target fall into this category. They might sell premium chocolate, but they also offer bargain chocolate, plus everything from toothpaste to t-shirts.</p> <p>Each approach has its pros and cons.</p> <p>Vertical markets tend to have less competition because they serve a narrow audience, but they’re more vulnerable to changes in demand. </p> <p>Horizontal markets are resilient to fluctuations in any single product or niche, but because of their broad appeal, they present more competition.</p> <h2 id="4">Advantages and disadvantages of vertical markets</h2> <p>Here are some key pros and cons of vertical markets. </p> <h3>Advantages</h3> <ul> <li> <strong>Deep customer insights.</strong> Focusing on one niche lets you tailor products and services to solve specific problems.</li> <li> <strong>Less competition.</strong> A narrow focus means you’re not competing with generalist companies and can position yourself as an expert.</li> <li> <strong>Efficiency.</strong> Maintaining consistent operations, marketing, and sales processes is easier when serving a single audience.</li> <li> <strong>Stronger customer loyalty.</strong> Customers appreciate expertise and are likelier to stick with a specialized provider.</li> <li> <strong>Higher pricing power.</strong> Niche expertise often allows you to charge premium prices.</li> </ul> <h3>Disadvantages</h3> <ul> <li> <strong>Market vulnerability.</strong> Relying on a single industry or niche makes you susceptible to demand or regulatory changes.</li> <li> <strong>Growth limitations.</strong> Expanding beyond your niche will require developing new expertise.</li> <li> <strong>Increased pressure to innovate.</strong> Staying competitive in a narrow market requires constant updates and adjustments.</li> <li> <strong>Higher risk exposure.</strong> If your market dries up or shifts, you don’t have diversified offerings to fall back on.</li> </ul> <h2 id="5">Examples of vertical markets</h2> <ol> <li><a href="#11">Health and wellness</a></li> <li><a href="#12">Beauty and skin care</a></li> <li><a href="#13">Fitness and sports</a></li> <li><a href="#14">Consumer electronics</a></li> <li><a href="#15">Fashion and luxury</a></li> <li><a href="#16">Home goods and appliances</a></li> <li><a href="#17">Toys and children’s products</a></li> </ol> <h3 id="11">1. Health and wellness</h3> <p>The health and wellness market provides products and services to help people live healthier, happier lives. From supplements to organic foods to wellness tech like fitness trackers, this vertical addresses modern health concerns and lifestyle choices. </p> <p><strong>Merchant examples: </strong>Hubble, Uphoric Urth, and BUBS Naturals offer everything from medical mushrooms to daily contact lenses. </p> <center> <blockquote style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-version="14" data-instgrm-permalink="https://www.instagram.com/p/DAXPL65vjYb/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-captioned="" class="instagram-media border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [&_p]:mb-4 [&_cite]:font-aktivgroteskextended [&_cite]:text-sm [&_cite]:not-italic [&_cite]:font-medium [&_cite]:tracking-[-0.0175rem] [&_footer]:mt-4 [&_cite::before]:content-["–"] [&_cite::before]:mr-1 border-blog-highlight"> <div style="padding: 16px;"> <a style="background: #FFFFFF; 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font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;">View this post on Instagram</div> </div> <div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"> <div> <div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div> </div> <div style="margin-left: 8px;"> <div style="background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style="width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);"></div> </div> <div style="margin-left: auto;"> <div style="width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style="background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style="width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div> </div> </div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style="background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div> </div> </a> <p style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;"><a style="color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;" href="https://www.instagram.com/p/DAXPL65vjYb/?utm_source=ig_embed&utm_campaign=loading" target="_blank" rel="nofollow noopener noreferrer">A post shared by Üᴘʜᴏʀɪᴄ Uʀᴛʜ (@uphoricurth)</a></p> </div> </blockquote> <script src="//www.instagram.com/embed.js" async=""></script> </center> <h3 id="12">2. Beauty and skin care</h3> <p>The beauty and skin care market helps consumers look and feel their best. From skin care essentials to high-end cosmetics, beauty and skin care brands cater to customers who prioritize self-care and appearance. </p> <p><strong>Merchant examples:</strong> Blume, Plenaire, and ILIA Beauty offer everything from clean beauty to curated collections of must-have products.</p> <h3 id="13">3. Fitness and sports</h3> <p>The fitness and sports market supports active lifestyles with products such as gear, equipment, and services for exercisers, from casual joggers to professional athletes. </p> <p><strong>Merchant examples:</strong> Gymshark, Altitude Sports, and Fabletics sell performance-focused clothing specifically for fitness fans. </p> <img class="block block--bordered" style="float: none;" alt="The Gymshark homepage features a woman wearing workout gear." src="https://cdn.shopify.com/s/files/1/0070/7032/files/gymshark_efff94b0-f866-4afb-b9b3-55a6070ec6d4.png?v=1734518525"> <h3 id="14">4. Consumer electronics</h3> <p>Consumer electronics is one of the fastest-changing verticals. From smartphones to home automation gadgets, this market caters to tech-savvy shoppers looking for the latest innovations. </p> <p><strong>Merchant examples: </strong>Sol, Skullcandy, and Wyze Labs all do well in this vertical, selling products that are practical and stylish. </p> <h3 id="15">5. Fashion and luxury</h3> <p>This market focuses on style, status, and personal expression. From affordable fashion to high-end luxury goods, customers seek brands that resonate with their desired lifestyles. </p> <p><strong>Merchant examples:</strong> Steve Madden, Rains, and Khy demonstrate how the fashion and luxury vertical caters to different tastes and budgets. </p> <h3 id="16">6. Home goods and appliances</h3> <p>Home goods and appliance businesses are all about an easier, cozier, and more functional home life. From furniture to kitchen gadgets, this vertical supports everything from interior design dreams to practical household needs. </p> <p><strong>Merchant examples: </strong>Ugmonk, Society6, and Our Place offer solutions for every type of home. </p> <img class="block block--bordered" style="float: none;" alt="Four homeware images on the Our Place homepage include pans, tableware, and appliances." src="https://cdn.shopify.com/s/files/1/0070/7032/files/ourplace_40bcb9ad-b698-4db6-bdfb-3fdc81375185.png?v=1734518525" loading="lazy"> <h3 id="17">7. Toys and children’s products</h3> <p>The toys and children’s products market sparks joy, creativity, and learning for kids of all ages. From educational toys to beloved entertainment brands, products in this vertical tend to be fun and functional. </p> <p><strong>Merchant examples:</strong> Slumberkins, Melissa & Doug, and Hello Bello all deliver quality toys for little ones. </p> <p>Vertical marketing strategy. There is a lot to consider when starting a business (especially if you’re <a href="/my/blog/start-business-without-money">on a budget</a>), from <a href="/my/blog/register-business">registration</a> to <a href="/my/blog/business-license">licensing</a> to deciding if you’ll <a href="/my/blog/selling-wholesale">sell wholesale</a> or retail, in-person or <a href="/my/online">online</a>. </p> <h2 id="6">Vertical marketing strategy </h2> <p>Choosing a vertical market can focus your decisions and make the process more manageable. Here’s how to do it:</p> <h3>1. Pick a vertical and start simple</h3> <p>Choose a specific niche and focus on launching a single product that solves a clear problem for your target audience. This approach lets you test the waters, learn about your industry, and understand your customers’ needs.</p> <p>For example,LastObject started with a single zero-waste product. Its reusable “cotton” swabs helped the company build its reputation and gather insights before releasing reusable tissues, cotton pads, and other personal care products.</p> <h3>2. Learn and expand</h3> <p>Once you’ve achieved success with your first product, look for opportunities to grow your product line based on market demand. </p> <p>To do this, keep a close eye on: </p> <ul> <li>Customer feedback Industry trends </li> <li>Seasonal demand</li> <li>Sales data </li> <li>Trending social media content and timely news</li> </ul> <h3>3. Reimagine what you have with product line extensions</h3> <p>You don’t need to reinvent the wheel. Instead, expand by offering variations of your existing products. These could include:</p> <ul> <li>New flavors or scents</li> <li>Different product sizes or packaging</li> <li>Premium and base versions of the same item</li> <li>Adjustments like new ingredients or forms</li> </ul> <p>For example,Bushbalm, a skin care brand in a vertical market, expanded from selling ingrown hair treatments on its <a href="/my/blog/opening-an-online-store-tips">online store</a> to products that address other skin challenges like irritation and dark spots. They also introduced product bundles and items at different price points to appeal to a broader audience.</p> <h2>Launch in your vertical with Shopify</h2> <p>Whether you’re operating an ecommerce business in a vertical or horizontal market, Shopify offers a suite of tools and apps for managing every part of your business. Customize the look and feel of your website and <a href="/my/blog/ecommerce-strategy">ecommerce experience</a> with Shopify’s templates, or hire a Shopify Expert to help.</p> <p>For new and growing merchants alike, Shopify is a one-stop shop for every aspect of your business, from <a href="/my/business-name-generator">choosing a business name</a> to <a href="/my/blog/how-to-sell-online">selling products online</a>. </p> <div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-blog-highlight"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">Read more</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/my/blog/product-opportunities">How To Find a Product to Sell: 16 Proven Methods</a></li><li class="mt-2"><a href="/my/blog/how-to-sell-on-instagram">How to Sell on Instagram with Instagram Shopping</a></li><li class="mt-2"><a href="/my/blog/shop-pay-checkout">Shop Pay Is the Fastest and Best-Converting Checkout Experience on the Internet</a></li><li class="mt-2"><a href="/my/blog/product-ideas">Product Ideas: 17 Places To Find Profitable Products</a></li><li class="mt-2"><a href="/my/blog/unique-selling-proposition">What Is a Unique Selling Proposition? (Plus 10 Examples)</a></li><li class="mt-2"><a href="/my/blog/struggling-business">How to Turn Around a Struggling Business- Tips and Real-Life Examples</a></li><li class="mt-2"><a href="/my/blog/market-analysis">What is Market Analysis- 3 Core Elements Every Business Needs</a></li><li class="mt-2"><a href="/my/blog/equity-crowdfunding">Equity Crowdfunding- Is It Right For You?</a></li><li class="mt-2"><a href="/my/blog/what-is-considered-a-small-business">Definition of a Small Business- How Big Is Still Considered Small?</a></li></ul></div><div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemscope="" itemtype="https://schema.org/FAQPage"> <h2 id="7">Vertical market FAQ</h2> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What is meant by vertical markets?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <p itemprop="text">Vertical markets are industries composed of companies serving similar customers or selling similar products.</p> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">How do you identify a vertical market?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <p itemprop="text">Vendors in a vertical market offer goods and services to a specific industry, profession, or group of customers with specialized needs. To identify vertical markets, look for a specific type of customer or industry, such as real estate, retail, or banking.</p> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What is a vertical competitor?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <p itemprop="text">A vertical competitor is a business operating in the same niche or market segment as yours, offering similar products or services to similar consumers. For example, if your brand sells eco-friendly skin care, another eco-friendly skin care brand targeting the same audience would be a vertical competitor.</p> </div> </div> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 itemprop="name">What is the difference between an industry and a vertical?</h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <p itemprop="text">An industry is a broad category of businesses that produce similar goods or services, such as health care or fashion. A vertical is a specific, focused segment within that industry, such as sustainable skin care within the beauty industry or athletic footwear within fashion.</p> </div> </div> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row justify-between flex-row-reverse"><div class="h-16 w-16 tablet-xl:mr-4 grow-0 shrink-0 bg-[#D9D9D9] rounded-full overflow-hidden flex justify-center items-center text-white text-xl font-extrabold"><div>AS</div></div><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/my/blog/authors/alexandra-sheehan" class="no-underline" itemProp="url"><span itemProp="name">Alexandra Sheehan</span></a></span></div><div class="text-body-sm 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Builder</a></li><li><a class="mt-2 block py-3 text-base font-semi-medium hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="/my/tour/ecommerce-website" aria-label="Ecommerce Website" data-component-name="ecommerce-website">Ecommerce Website</a></li></ul></div></div></div></section><section class="border-t my-0 container max-sm:mx-0 xl:w-full border-white border-opacity-20 bg-inherit" data-section-name="footer" data-section-index="2" data-component-name="footer" data-viewable-component="true"><div class="flex flex-col items-center justify-center gap-4 py-8 sm:items-start sm:gap-8 lg:flex-row lg:justify-between lg:gap-10 bg-black text-white"><div class="mt-1 flex w-full flex-col items-center justify-center sm:flex-row sm:items-start sm:justify-start sm:gap-8 lg:gap-14"><div class="relative hidden sm:block" data-click-outside="dismiss" data-component-name="regions"><button aria-controls="regionSelector" aria-expanded="false" aria-haspopup="true" class="bg-transparent mx-auto 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Current: Malaysia"><span class="inline-flex items-center"><svg viewBox="0 0 45 45" aria-hidden="true" focusable="false" class="mr-1 h-4 w-4 fill-white"><path d="M22.5 2A20.5 20.5 0 1 0 43 22.5 20.52 20.52 0 0 0 22.5 2zm-4.23 28.79A33.67 33.67 0 0 0 22 31a34.54 34.54 0 0 0 4.76-.33 30.45 30.45 0 0 1-4.26 9 30.41 30.41 0 0 1-4.23-8.88zM22 28a29.86 29.86 0 0 1-4.47-.34A31 31 0 0 1 17 22a29.87 29.87 0 0 1 .36-4.64A30.13 30.13 0 0 1 22 17a31 31 0 0 1 5.66.53A29.85 29.85 0 0 1 28 22a31 31 0 0 1-.5 5.5 31 31 0 0 1-5.5.5zm-7.64-1a25.22 25.22 0 0 1-9.15-4.5 24.89 24.89 0 0 1 9-4.48A33.56 33.56 0 0 0 14 22a34.61 34.61 0 0 0 .36 5zM22.5 5.21a25.25 25.25 0 0 1 4.5 9.15 34.61 34.61 0 0 0-5-.36 33.58 33.58 0 0 0-4 .24 25.24 25.24 0 0 1 4.5-9.03zm8.29 13.06a30.41 30.41 0 0 1 8.89 4.23 30.46 30.46 0 0 1-9 4.26A34.54 34.54 0 0 0 31 22a33.67 33.67 0 0 0-.21-3.73zm8.82.59A33.75 33.75 0 0 0 30.26 15a29.2 29.2 0 0 0-3.89-9.56 17.54 17.54 0 0 1 13.24 13.42zm-21-13.41a29.16 29.16 0 0 0-3.85 9.35 29.16 29.16 0 0 0-9.35 3.85A17.54 17.54 0 0 1 18.64 5.44zM5.44 26.36a29.2 29.2 0 0 0 9.56 3.9 33.75 33.75 0 0 0 3.86 9.36A17.54 17.54 0 0 1 5.44 26.36zm20.7 13.25a33.73 33.73 0 0 0 3.91-9.56 33.73 33.73 0 0 0 9.56-3.91 17.55 17.55 0 0 1-13.47 13.47z"></path></svg><span class="break-keep">Malaysia</span><svg viewBox="0 0 10 5" aria-hidden="true" focusable="false" class="ml-2 h-3 w-3 fill-white"><path d="m0 0 5 5 5-5H0z"></path></svg></span></button><div aria-hidden="true" class="w-128 absolute bottom-[calc(100%+5em)] z-50 rounded-lg leading-8 bg-black text-white shadow-soft-dark-2xl inset-x-0" id="regionSelector" data-component-name="region-selector" style="display:none"><ul class="columns-2 px-5 py-8 md:px-14 md:py-10" data-component-name="region-nav" id="region-nav"><li class="flex bg-black text-white fill-white"><a class="flex hover:underline text-white" href="/my/blog/what-is-a-vertical-market?country=my&lang=en" data-component-name="en-0" aria-current="true">Malaysia<svg viewBox="0 0 10 8" fill="none" aria-hidden="true" focusable="false" class="ml-2 w-3"><path d="M0.75 4.75L3 7.25L9.25 0.75" stroke="currentColor" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></svg></a></li><li class="flex bg-black text-white fill-white"><a class="flex hover:underline text-white" href="/blog/what-is-a-vertical-market?country=us&lang=en" lang="en" data-component-name="en-1" aria-current="false">USA</a></li><li class="flex bg-black text-white fill-white"><a class="flex hover:underline text-white" href="/it/blog/mercato-verticale?country=it&lang=it" lang="it" data-component-name="it-14" aria-current="false">Italia</a></li></ul></div></div><div class="relative block sm:hidden" data-click-outside="dismiss" data-component-name="regions"><div aria-hidden="true" class="fixed top-0 left-0 z-50 h-full w-full text-[1.1428571429em] will-change-auto transition-opacity motion-reduce:transition-none bg-black pointer-events-none opacity-0"></div><button class="bg-transparent mx-auto md:inline-block py-3 text-[#E0E0E0] hover:text-white" type="button" data-component-name="region-selector-open" tabindex="0" aria-label="Region Navigation. 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0 0 0-9.35 3.85A17.54 17.54 0 0 1 18.64 5.44zM5.44 26.36a29.2 29.2 0 0 0 9.56 3.9 33.75 33.75 0 0 0 3.86 9.36A17.54 17.54 0 0 1 5.44 26.36zm20.7 13.25a33.73 33.73 0 0 0 3.91-9.56 33.73 33.73 0 0 0 9.56-3.91 17.55 17.55 0 0 1-13.47 13.47z"></path></svg><span class="break-keep">Malaysia</span><svg viewBox="0 0 10 5" aria-hidden="true" focusable="false" class="ml-2 h-3 w-3 fill-white"><path d="m0 0 5 5 5-5H0z"></path></svg></span></button><div aria-hidden="true" class="webkit-overflow-scrolling-touch fixed overflow-hidden z-[999] box-content will-change-auto w-full inset-0 mt-16 rounded-t-lg leading-[3rem] duration-300 ease-in-out motion-reduce:animation-none motion-reduce:transition-none bg-black text-white shadow-soft-dark-2xl invisible translate-y-full" id="mobileRegionSelector" aria-label="Region Navigation" aria-modal="true" role="dialog"><div class="border-shade-30 border-b"><div class="flex items-center justify-between px-5 py-4"><h3 class="text-lg 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Definition, Examples, and Strategies (2025)","publishedAt":"2024-12-19T06:00:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631","altText":"What is a vertical market","width":1848,"height":782},"tags":["Starting Up"],"contentHtml":"\u003cp\u003eWhile some retailers sell many items and services to many people, others focus on specific product categories for particular consumer segments. If you’re \u003ca href=\"/blog/how-to-start-a-business\"\u003estarting your new business\u003c/a\u003e with a product niche or audience in mind, it’s helpful to concentrate on its matching vertical market.\u003c/p\u003e\n\u003cp\u003eHere, you’ll learn what a vertical market is and discover successful \u003ca href=\"/blog/ecommerce-brands\"\u003eecommerce brands\u003c/a\u003e operating in vertical markets.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eReady to start your business?\u003c/strong\u003e \u003ca href=\"/website/builder\"\u003eCreate your website\u003c/a\u003e today or \u003ca href=\"/blog/what-is-shopify\"\u003elearn more about Shopify’s tools\u003c/a\u003e for selling online and in person.\u003c/em\u003e\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is a vertical market?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eHow do vertical markets work?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eVertical markets vs. horizontal markets\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eAdvantages and disadvantages of vertical markets\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eExamples of vertical markets\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eVertical marketing strategy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eVertical market FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is a vertical market?\u003c/h2\u003e\n\u003cp\u003eA vertical market refers to a group of businesses that serve the same customers in similar ways. \u003c/p\u003e\n\u003cp\u003eCommon examples of vertical markets include health and wellness, beauty and skin care, and consumer electronics. Some vertical markets, or business verticals, serve even narrower \u003ca href=\"/blog/niche-markets\"\u003eniches\u003c/a\u003e. For example, the ecommerce brand \u003ca href=\"https://beelovebuzz.com/\" target=\"_blank\"\u003eBeelove\u003c/a\u003e produces for a specific vertical market, selling products made from honey and its byproducts. Then there’s \u003ca href=\"https://satya.ca/\" target=\"_blank\"\u003eSatya\u003c/a\u003e, which sells plant-based skin care, which is also a vertical market, but a broader one than Beelove’s.\u003c/p\u003e\n\u003cdiv data-guide=\"businessplan\"\u003e\u003c/div\u003e\n\u003ch2 id=\"2\"\u003eHow do vertical markets work?\u003c/h2\u003e\n\u003cp\u003eVertical markets serve the unique needs of a particular industry or niche. Instead of trying to appeal to everyone, businesses tailor their products, services, and messaging to a defined audience, such as health care providers or car manufacturers. \u003c/p\u003e\n\u003cp\u003eBy narrowing their focus, businesses in vertical markets can develop a deep understanding of their customers’ pain points. They can build strong relationships because they know exactly what their audience needs. \u003c/p\u003e\n\u003ch2 id=\"3\"\u003eVertical markets vs. horizontal markets\u003c/h2\u003e\n\u003cp\u003eHere’s a quick breakdown of the difference between vertical and horizontal markets: \u003c/p\u003e\n\u003ch3\u003eVertical markets\u003c/h3\u003e\n\u003cp\u003eVertical markets focus on a specific niche, offering products or services defined by industry or audience. Consider a brand like ChocoSol, which specializes in high-quality chocolate products and serves people who want premium chocolate.\u003c/p\u003e\n\u003ch3\u003eHorizontal markets\u003c/h3\u003e\n\u003cp\u003eHorizontal markets, on the other hand, include multiple niches and a wide range of customers. Grocery stores or retailers like Target fall into this category. They might sell premium chocolate, but they also offer bargain chocolate, plus everything from toothpaste to t-shirts.\u003c/p\u003e\n\u003cp\u003eEach approach has its pros and cons.\u003c/p\u003e\n\u003cp\u003eVertical markets tend to have less competition because they serve a narrow audience, but they’re more vulnerable to changes in demand. \u003c/p\u003e\n\u003cp\u003eHorizontal markets are resilient to fluctuations in any single product or niche, but because of their broad appeal, they present more competition.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eAdvantages and disadvantages of vertical markets\u003c/h2\u003e\n\u003cp\u003eHere are some key pros and cons of vertical markets. \u003c/p\u003e\n\u003ch3\u003eAdvantages\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eDeep customer insights.\u003c/strong\u003e Focusing on one niche lets you tailor products and services to solve specific problems.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eLess competition.\u003c/strong\u003e A narrow focus means you’re not competing with generalist companies and can position yourself as an expert.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEfficiency.\u003c/strong\u003e Maintaining consistent operations, marketing, and sales processes is easier when serving a single audience.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eStronger customer loyalty.\u003c/strong\u003e Customers appreciate expertise and are likelier to stick with a specialized provider.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHigher pricing power.\u003c/strong\u003e Niche expertise often allows you to charge premium prices.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eDisadvantages\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eMarket vulnerability.\u003c/strong\u003e Relying on a single industry or niche makes you susceptible to demand or regulatory changes.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eGrowth limitations.\u003c/strong\u003e Expanding beyond your niche will require developing new expertise.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eIncreased pressure to innovate.\u003c/strong\u003e Staying competitive in a narrow market requires constant updates and adjustments.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHigher risk exposure.\u003c/strong\u003e If your market dries up or shifts, you don’t have diversified offerings to fall back on.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"5\"\u003eExamples of vertical markets\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eHealth and wellness\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#12\"\u003eBeauty and skin care\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#13\"\u003eFitness and sports\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#14\"\u003eConsumer electronics\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#15\"\u003eFashion and luxury\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#16\"\u003eHome goods and appliances\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#17\"\u003eToys and children’s products\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch3 id=\"11\"\u003e1. Health and wellness\u003c/h3\u003e\n\u003cp\u003eThe health and wellness market provides products and services to help people live healthier, happier lives. From supplements to organic foods to wellness tech like fitness trackers, this vertical addresses modern health concerns and lifestyle choices. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples: \u003c/strong\u003eHubble, Uphoric Urth, and BUBS Naturals offer everything from medical mushrooms to daily contact lenses. \u003c/p\u003e\n\u003ccenter\u003e\n\u003cblockquote style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-version=\"14\" data-instgrm-permalink=\"https://www.instagram.com/p/DAXPL65vjYb/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-captioned=\"\" class=\"instagram-media\"\u003e\n\u003cdiv style=\"padding: 16px;\"\u003e\n\u003ca style=\"background: #FFFFFF; line-height: 0; padding: 0 0; text-align: center; text-decoration: none; width: 100%;\" href=\"https://www.instagram.com/p/DAXPL65vjYb/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" target=\"_blank\"\u003e\n\u003cdiv style=\"display: flex; flex-direction: row; align-items: center;\"\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"padding: 19% 0;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"\u003e\u003csvg xmlns:xlink=\"https://www.w3.org/1999/xlink\" xmlns=\"https://www.w3.org/2000/svg\" version=\"1.1\" viewbox=\"0 0 60 60\" height=\"50px\" width=\"50px\"\u003e\u003cg fill-rule=\"evenodd\" fill=\"none\" stroke-width=\"1\" stroke=\"none\"\u003e\u003cg fill=\"#000000\" transform=\"translate(-511.000000, -20.000000)\"\u003e\u003cg\u003e\u003cpath d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"\u003e\u003c/path\u003e\u003c/g\u003e\u003c/g\u003e\u003c/g\u003e\u003c/svg\u003e\u003c/div\u003e\n\u003cdiv style=\"padding-top: 8px;\"\u003e\n\u003cdiv style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\"\u003eView this post on Instagram\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"padding: 12.5% 0;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"\u003e\n\u003cdiv\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"margin-left: 8px;\"\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"margin-left: auto;\"\u003e\n\u003cdiv style=\"width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"\u003e\u003c/div\u003e\n\u003cdiv style=\"width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/a\u003e\n\u003cp style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\"\u003e\u003ca style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https://www.instagram.com/p/DAXPL65vjYb/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" target=\"_blank\"\u003eA post shared by Üᴘʜᴏʀɪᴄ Uʀᴛʜ (@uphoricurth)\u003c/a\u003e\u003c/p\u003e\n\u003c/div\u003e\n\u003c/blockquote\u003e\n\u003cscript src=\"//www.instagram.com/embed.js\" async=\"\"\u003e\u003c/script\u003e\n\u003c/center\u003e\n\u003ch3 id=\"12\"\u003e2. Beauty and skin care\u003c/h3\u003e\n\u003cp\u003eThe beauty and skin care market helps consumers look and feel their best. From skin care essentials to high-end cosmetics, beauty and skin care brands cater to customers who prioritize self-care and appearance. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples:\u003c/strong\u003e Blume, Plenaire, and ILIA Beauty offer everything from clean beauty to curated collections of must-have products.\u003c/p\u003e\n\u003ch3 id=\"13\"\u003e3. Fitness and sports\u003c/h3\u003e\n\u003cp\u003eThe fitness and sports market supports active lifestyles with products such as gear, equipment, and services for exercisers, from casual joggers to professional athletes. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples:\u003c/strong\u003e Gymshark, Altitude Sports, and Fabletics sell performance-focused clothing specifically for fitness fans. \u003c/p\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"The Gymshark homepage features a woman wearing workout gear.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/gymshark_efff94b0-f866-4afb-b9b3-55a6070ec6d4.png?v=1734518525\"\u003e\n\u003ch3 id=\"14\"\u003e4. Consumer electronics\u003c/h3\u003e\n\u003cp\u003eConsumer electronics is one of the fastest-changing verticals. From smartphones to home automation gadgets, this market caters to tech-savvy shoppers looking for the latest innovations. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples: \u003c/strong\u003eSol, Skullcandy, and Wyze Labs all do well in this vertical, selling products that are practical and stylish. \u003c/p\u003e\n\u003ch3 id=\"15\"\u003e5. Fashion and luxury\u003c/h3\u003e\n\u003cp\u003eThis market focuses on style, status, and personal expression. From affordable fashion to high-end luxury goods, customers seek brands that resonate with their desired lifestyles. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples:\u003c/strong\u003e Steve Madden, Rains, and Khy demonstrate how the fashion and luxury vertical caters to different tastes and budgets. \u003c/p\u003e\n\u003ch3 id=\"16\"\u003e6. Home goods and appliances\u003c/h3\u003e\n\u003cp\u003eHome goods and appliance businesses are all about an easier, cozier, and more functional home life. From furniture to kitchen gadgets, this vertical supports everything from interior design dreams to practical household needs. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples: \u003c/strong\u003eUgmonk, Society6, and Our Place offer solutions for every type of home. \u003c/p\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Four homeware images on the Our Place homepage include pans, tableware, and appliances.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/ourplace_40bcb9ad-b698-4db6-bdfb-3fdc81375185.png?v=1734518525\"\u003e\n\u003ch3 id=\"17\"\u003e7. Toys and children’s products\u003c/h3\u003e\n\u003cp\u003eThe toys and children’s products market sparks joy, creativity, and learning for kids of all ages. From educational toys to beloved entertainment brands, products in this vertical tend to be fun and functional. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples:\u003c/strong\u003e Slumberkins, Melissa \u0026amp; Doug, and Hello Bello all deliver quality toys for little ones. \u003c/p\u003e\n\u003cp\u003eVertical marketing strategy. There is a lot to consider when starting a business (especially if you’re \u003ca href=\"/blog/start-business-without-money\"\u003eon a budget\u003c/a\u003e), from \u003ca href=\"/blog/register-business\"\u003eregistration\u003c/a\u003e to \u003ca href=\"/blog/business-license\"\u003elicensing\u003c/a\u003e to deciding if you’ll \u003ca href=\"/blog/selling-wholesale\"\u003esell wholesale\u003c/a\u003e or retail, in-person or \u003ca href=\"/online\"\u003eonline\u003c/a\u003e. \u003c/p\u003e\n\u003ch2 id=\"6\"\u003eVertical marketing strategy \u003c/h2\u003e\n\u003cp\u003eChoosing a vertical market can focus your decisions and make the process more manageable. Here’s how to do it:\u003c/p\u003e\n\u003ch3\u003e1. Pick a vertical and start simple\u003c/h3\u003e\n\u003cp\u003eChoose a specific niche and focus on launching a single product that solves a clear problem for your target audience. This approach lets you test the waters, learn about your industry, and understand your customers’ needs.\u003c/p\u003e\n\u003cp\u003eFor example,LastObject started with a single zero-waste product. Its reusable “cotton” swabs helped the company build its reputation and gather insights before releasing reusable tissues, cotton pads, and other personal care products.\u003c/p\u003e\n\u003ch3\u003e2. Learn and expand\u003c/h3\u003e\n\u003cp\u003eOnce you’ve achieved success with your first product, look for opportunities to grow your product line based on market demand. \u003c/p\u003e\n\u003cp\u003eTo do this, keep a close eye on: \u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eCustomer feedback Industry trends \u003c/li\u003e\n\u003cli\u003eSeasonal demand\u003c/li\u003e\n\u003cli\u003eSales data \u003c/li\u003e\n\u003cli\u003eTrending social media content and timely news\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e3. Reimagine what you have with product line extensions\u003c/h3\u003e\n\u003cp\u003eYou don’t need to reinvent the wheel. Instead, expand by offering variations of your existing products. These could include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eNew flavors or scents\u003c/li\u003e\n\u003cli\u003eDifferent product sizes or packaging\u003c/li\u003e\n\u003cli\u003ePremium and base versions of the same item\u003c/li\u003e\n\u003cli\u003eAdjustments like new ingredients or forms\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eFor example,Bushbalm, a skin care brand in a vertical market, expanded from selling ingrown hair treatments on its \u003ca href=\"/blog/opening-an-online-store-tips\"\u003eonline store\u003c/a\u003e to products that address other skin challenges like irritation and dark spots. They also introduced product bundles and items at different price points to appeal to a broader audience.\u003c/p\u003e\n\u003ch2\u003eLaunch in your vertical with Shopify\u003c/h2\u003e\n\u003cp\u003eWhether you’re operating an ecommerce business in a vertical or horizontal market, Shopify offers a suite of tools and apps for managing every part of your business. Customize the look and feel of your website and \u003ca href=\"/blog/ecommerce-strategy\"\u003eecommerce experience\u003c/a\u003e with Shopify’s templates, or hire a Shopify Expert to help.\u003c/p\u003e\n\u003cp\u003eFor new and growing merchants alike, Shopify is a one-stop shop for every aspect of your business, from \u003ca href=\"/business-name-generator\"\u003echoosing a business name\u003c/a\u003e to \u003ca href=\"/blog/how-to-sell-online\"\u003eselling products online\u003c/a\u003e. \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n \u003cdiv itemscope itemtype=\"https://schema.org/FAQPage\"\u003e\n \u003ch2 id=\"7\"\u003eVertical market FAQ\u003c/h2\u003e\n \u003cdiv itemscope itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n \u003ch3 itemprop=\"name\"\u003eWhat is meant by vertical markets?\u003c/h3\u003e\n \u003cdiv itemscope itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n \u003cp itemprop=\"text\"\u003eVertical markets are industries composed of companies serving similar customers or selling similar products.\u003c/p\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n \u003cdiv itemscope itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n \u003ch3 itemprop=\"name\"\u003eHow do you identify a vertical market?\u003c/h3\u003e\n \u003cdiv itemscope itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n \u003cp itemprop=\"text\"\u003eVendors in a vertical market offer goods and services to a specific industry, profession, or group of customers with specialized needs. To identify vertical markets, look for a specific type of customer or industry, such as real estate, retail, or banking.\u003c/p\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n \u003cdiv itemscope itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n \u003ch3 itemprop=\"name\"\u003eWhat is a vertical competitor?\u003c/h3\u003e\n \u003cdiv itemscope itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n \u003cp itemprop=\"text\"\u003eA vertical competitor is a business operating in the same niche or market segment as yours, offering similar products or services to similar consumers. For example, if your brand sells eco-friendly skin care, another eco-friendly skin care brand targeting the same audience would be a vertical competitor.\u003c/p\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n \u003cdiv itemscope itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n \u003ch3 itemprop=\"name\"\u003eWhat is the difference between an industry and a vertical?\u003c/h3\u003e\n \u003cdiv itemscope itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n \u003cp itemprop=\"text\"\u003eAn industry is a broad category of businesses that produce similar goods or services, such as health care or fashion. A vertical is a specific, focused segment within that industry, such as sustainable skin care within the beauty industry or athletic footwear within fashion.\u003c/p\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n\u003c/div\u003e","excerpt":"Launching in a vertical market lets you focus on a specific customer group. Learn what vertical markets are and how they can benefit your business.","excerptHtml":"\u003cp\u003e\u003cimg alt=\"What is a vertical market\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/vertical_market.png?v=1680393659\"\u003e\u003cspan style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003eLaunching in a vertical market lets you focus on a specific customer group. Learn what vertical markets are and how they can benefit your business. \u003c/span\u003e\u003c/p\u003e","seo":{"__typename":"SEO","title":"What Is a Vertical Market? Definition, Examples, and Strategies (2025) - Shopify","description":"Launching in a vertical market lets you focus on a specific customer group. Learn what vertical markets are and how they can benefit your business."},"metafields":[null,null,null,{"__typename":"Metafield","value":"{\"en-ca\":\"https://www.shopify.com/ca/blog/what-is-a-vertical-market\",\"en-gb\":\"https://www.shopify.com/uk/blog/what-is-a-vertical-market\",\"en-au\":\"https://www.shopify.com/au/blog/what-is-a-vertical-market\",\"en-id\":\"https://www.shopify.com/id/blog/what-is-a-vertical-market\",\"en-nz\":\"https://www.shopify.com/nz/blog/what-is-a-vertical-market\",\"en-za\":\"https://www.shopify.com/za/blog/what-is-a-vertical-market\",\"en-ng\":\"https://www.shopify.com/ng/blog/what-is-a-vertical-market\",\"en-ph\":\"https://www.shopify.com/ph/blog/what-is-a-vertical-market\",\"en-sg\":\"https://www.shopify.com/sg/blog/what-is-a-vertical-market\",\"en-hk\":\"https://www.shopify.com/hk/blog/what-is-a-vertical-market\",\"en-ie\":\"https://www.shopify.com/ie/blog/what-is-a-vertical-market\",\"en-my\":\"https://www.shopify.com/my/blog/what-is-a-vertical-market\",\"it\":\"https://www.shopify.com/it/blog/mercato-verticale\"}","key":"hreflang_json"},{"__typename":"Metafield","value":"[{\"title\":\"How To Find a Product to Sell: 16 Proven Methods\",\"url\":\"blog/product-opportunities\"},{\"title\":\"How to Sell on Instagram with Instagram Shopping\",\"url\":\"blog/how-to-sell-on-instagram\"},{\"title\":\"Shop Pay Is the Fastest and Best-Converting Checkout Experience on the Internet\",\"url\":\"blog/shop-pay-checkout\"},{\"title\":\"Product Ideas: 17 Places To Find Profitable Products\",\"url\":\"blog/product-ideas\"},{\"title\":\"What Is a Unique Selling Proposition? (Plus 10 Examples)\",\"url\":\"blog/unique-selling-proposition\"},{\"title\":\"How to Turn Around a Struggling Business- Tips and Real-Life Examples\",\"url\":\"blog/struggling-business\"},{\"title\":\"What is Market Analysis- 3 Core Elements Every Business Needs\",\"url\":\"blog/market-analysis\"},{\"title\":\"Equity Crowdfunding- Is It Right For You?\",\"url\":\"blog/equity-crowdfunding\"},{\"title\":\"Definition of a Small Business- How Big Is Still Considered Small?\",\"url\":\"blog/what-is-considered-a-small-business\"}]","key":"interlinkings_json"},null,{"__typename":"Metafield","value":"[{\"title\":\"How To Make Money on Instagram in 2024 (9 Actionable Ideas)\",\"tags\":[\"Social Media Optimization\"],\"handle\":\"make-money-on-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-make-money-on-instagram.png?format=webp\u0026v=1693586866\u0026\",\"imageAltText\":\"Graphic of a mobile phone with heart shapes bubbles floating around it\",\"modifiedAt\":\"2023-11-08\"},{\"title\":\"How To Start an Ecommerce Business: Guide for 2024\",\"tags\":[\"Starting Up\"],\"handle\":\"ecommerce-business-blueprint\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/Header_43a6fbaa-305a-4bda-8ef7-5e7f4e1278da.png?format=webp\u0026v=1694450194\",\"imageAltText\":\"3D models of a shopping cart and a smartphone on a turquoise background.\",\"modifiedAt\":\"2023-09-01\"},{\"title\":\"What Is Dropshipping and How Does It Work? (2024)\",\"tags\":[\"Guides\"],\"handle\":\"what-is-dropshipping\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopify_dropshipping_chapter_1.jpg?v=1590420594\",\"imageAltText\":\"\",\"modifiedAt\":\"2023-12-05\"},{\"title\":\"What Is Print on Demand \u0026 How To Start a Business (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"print-on-demand\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/what-is-print-on-demand.jpg?v=1598910000\",\"imageAltText\":\"An introduction to print on demand and how to get started.\",\"modifiedAt\":\"2023-11-09\"},{\"title\":\"How To Create a Website in 9 Steps (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"build-a-website\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/1-build-a-website.jpg?v=1615422396\",\"imageAltText\":\"Placeholder\",\"modifiedAt\":\"2023-09-20\"},{\"title\":\"How To Start an Online Store in 2024 (Step-by-Step Guide)\",\"tags\":[\"Starting Up\"],\"handle\":\"start-online-store\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/store-setup-guide-hero-min.png?v=1593698881\",\"imageAltText\":\"illustration of a chef cooking up a shopify store: how to start an online store\",\"modifiedAt\":\"2023-11-23\"},{\"title\":\"How To Make and Sell Merch Your Fans Will Love (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"make-sell-merch\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/make-sell-merch_dd3029b8-46e0-4593-abc4-ea17f12c0c2e.jpg?v=1664569520\",\"imageAltText\":\"sweatshirt and socks from MrBeast merch line\",\"modifiedAt\":\"2023-12-02\"},{\"title\":\"10 Best Ecommerce Website Builders for Your Online Store (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"best-ecommerce-website-builder\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/best-ecommerce-website-builder.jpg?v=1615833626\",\"imageAltText\":\"Illustration of a basket made out of bricks and mortar, showcasing how an ecommerce website builder can help you construct an online store\",\"modifiedAt\":\"2023-11-06\"}]","key":"popular_blog_post_json"}],"imageUrl":"https://cdn.shopify.com/s/files/1/0070/7032/articles/vertical_market.png?v=1729263631","imageAltText":"What is a vertical market","imageClass":"","modifiedAt":"19 Dec 2024","modifiedAtRaw":"2024-12-19T06:00:00Z"},"metaDescription":"Launching in a vertical market lets you focus on a specific customer group. Learn what vertical markets are and how they can benefit your business.","contentHtml":"\u003cp\u003eWhile some retailers sell many items and services to many people, others focus on specific product categories for particular consumer segments. If you’re \u003ca href=\"/my/blog/how-to-start-a-business\"\u003estarting your new business\u003c/a\u003e with a product niche or audience in mind, it’s helpful to concentrate on its matching vertical market.\u003c/p\u003e\n\u003cp\u003eHere, you’ll learn what a vertical market is and discover successful \u003ca href=\"/my/blog/ecommerce-brands\"\u003eecommerce brands\u003c/a\u003e operating in vertical markets.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cstrong\u003eReady to start your business?\u003c/strong\u003e \u003ca href=\"/my/website/builder\"\u003eCreate your website\u003c/a\u003e today or \u003ca href=\"/my/blog/what-is-shopify\"\u003elearn more about Shopify’s tools\u003c/a\u003e for selling online and in person.\u003c/em\u003e\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\n\u003ch2 id=\"1\"\u003eWhat is a vertical market?\u003c/h2\u003e\n\u003cp\u003eA vertical market refers to a group of businesses that serve the same customers in similar ways.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eCommon examples of vertical markets include health and wellness, beauty and skin care, and consumer electronics. Some vertical markets, or business verticals, serve even narrower \u003ca href=\"/my/blog/niche-markets\"\u003eniches\u003c/a\u003e. For example, the ecommerce brand \u003ca href=\"https://beelovebuzz.com/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eBeelove\u003c/a\u003e produces for a specific vertical market, selling products made from honey and its byproducts. Then there’s \u003ca href=\"https://satya.ca/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eSatya\u003c/a\u003e, which sells plant-based skin care, which is also a vertical market, but a broader one than Beelove’s.\u003c/p\u003e\n\u003cdiv data-guide=\"businessplan\" data-guide-image=\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopify_116354_guide_v01.gif\" data-component-name=\"blog-CTA-businessplan\"\u003e\u003c/div\u003e\n\u003ch2 id=\"2\"\u003eHow do vertical markets work?\u003c/h2\u003e\n\u003cp\u003eVertical markets serve the unique needs of a particular industry or niche. Instead of trying to appeal to everyone, businesses tailor their products, services, and messaging to a defined audience, such as health care providers or car manufacturers.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eBy narrowing their focus, businesses in vertical markets can develop a deep understanding of their customers’ pain points. They can build strong relationships because they know exactly what their audience needs.\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eVertical markets vs. horizontal markets\u003c/h2\u003e\n\u003cp\u003eHere’s a quick breakdown of the difference between vertical and horizontal markets:\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eVertical markets\u003c/h3\u003e\n\u003cp\u003eVertical markets focus on a specific niche, offering products or services defined by industry or audience. Consider a brand like ChocoSol, which specializes in high-quality chocolate products and serves people who want premium chocolate.\u003c/p\u003e\n\u003ch3\u003eHorizontal markets\u003c/h3\u003e\n\u003cp\u003eHorizontal markets, on the other hand, include multiple niches and a wide range of customers. Grocery stores or retailers like Target fall into this category. They might sell premium chocolate, but they also offer bargain chocolate, plus everything from toothpaste to t-shirts.\u003c/p\u003e\n\u003cp\u003eEach approach has its pros and cons.\u003c/p\u003e\n\u003cp\u003eVertical markets tend to have less competition because they serve a narrow audience, but they’re more vulnerable to changes in demand.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eHorizontal markets are resilient to fluctuations in any single product or niche, but because of their broad appeal, they present more competition.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eAdvantages and disadvantages of vertical markets\u003c/h2\u003e\n\u003cp\u003eHere are some key pros and cons of vertical markets.\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eAdvantages\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eDeep customer insights.\u003c/strong\u003e Focusing on one niche lets you tailor products and services to solve specific problems.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eLess competition.\u003c/strong\u003e A narrow focus means you’re not competing with generalist companies and can position yourself as an expert.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEfficiency.\u003c/strong\u003e Maintaining consistent operations, marketing, and sales processes is easier when serving a single audience.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eStronger customer loyalty.\u003c/strong\u003e Customers appreciate expertise and are likelier to stick with a specialized provider.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHigher pricing power.\u003c/strong\u003e Niche expertise often allows you to charge premium prices.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eDisadvantages\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eMarket vulnerability.\u003c/strong\u003e Relying on a single industry or niche makes you susceptible to demand or regulatory changes.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eGrowth limitations.\u003c/strong\u003e Expanding beyond your niche will require developing new expertise.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eIncreased pressure to innovate.\u003c/strong\u003e Staying competitive in a narrow market requires constant updates and adjustments.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eHigher risk exposure.\u003c/strong\u003e If your market dries up or shifts, you don’t have diversified offerings to fall back on.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"5\"\u003eExamples of vertical markets\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eHealth and wellness\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#12\"\u003eBeauty and skin care\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#13\"\u003eFitness and sports\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#14\"\u003eConsumer electronics\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#15\"\u003eFashion and luxury\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#16\"\u003eHome goods and appliances\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#17\"\u003eToys and children’s products\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch3 id=\"11\"\u003e1. Health and wellness\u003c/h3\u003e\n\u003cp\u003eThe health and wellness market provides products and services to help people live healthier, happier lives. From supplements to organic foods to wellness tech like fitness trackers, this vertical addresses modern health concerns and lifestyle choices.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples: \u003c/strong\u003eHubble, Uphoric Urth, and BUBS Naturals offer everything from medical mushrooms to daily contact lenses.\u0026nbsp;\u003c/p\u003e\n\u003ccenter\u003e\n\u003cblockquote style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);\" data-instgrm-version=\"14\" data-instgrm-permalink=\"https://www.instagram.com/p/DAXPL65vjYb/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" data-instgrm-captioned=\"\" class=\"instagram-media border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [\u0026amp;_p]:mb-4 [\u0026amp;_cite]:font-aktivgroteskextended [\u0026amp;_cite]:text-sm [\u0026amp;_cite]:not-italic [\u0026amp;_cite]:font-medium [\u0026amp;_cite]:tracking-[-0.0175rem] [\u0026amp;_footer]:mt-4 [\u0026amp;_cite::before]:content-[\u0026quot;–\u0026quot;] [\u0026amp;_cite::before]:mr-1 border-blog-highlight\"\u003e\n\u003cdiv style=\"padding: 16px;\"\u003e\n\u003ca style=\"background: #FFFFFF; line-height: 0; padding: 0 0; text-align: center; text-decoration: none; width: 100%;\" href=\"https://www.instagram.com/p/DAXPL65vjYb/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e\n\u003cdiv style=\"display: flex; flex-direction: row; align-items: center;\"\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\"\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"padding: 19% 0;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"display: block; height: 50px; margin: 0 auto 12px; width: 50px;\"\u003e\u003csvg xmlns:xlink=\"https://www.w3.org/1999/xlink\" xmlns=\"https://www.w3.org/2000/svg\" version=\"1.1\" viewBox=\"0 0 60 60\" height=\"50px\" width=\"50px\"\u003e\u003cg fill-rule=\"evenodd\" fill=\"none\" stroke-width=\"1\" stroke=\"none\"\u003e\u003cg fill=\"#000000\" transform=\"translate(-511.000000, -20.000000)\"\u003e\u003cg\u003e\u003cpath d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"\u003e\u003c/path\u003e\u003c/g\u003e\u003c/g\u003e\u003c/g\u003e\u003c/svg\u003e\u003c/div\u003e\n\u003cdiv style=\"padding-top: 8px;\"\u003e\n\u003cdiv style=\"color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;\"\u003eView this post on Instagram\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"padding: 12.5% 0;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\"\u003e\n\u003cdiv\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"margin-left: 8px;\"\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"margin-left: auto;\"\u003e\n\u003cdiv style=\"width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"\u003e\u003c/div\u003e\n\u003cdiv style=\"width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\"\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"\u003e\u003c/div\u003e\n\u003cdiv style=\"background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/a\u003e\n\u003cp style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\"\u003e\u003ca style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https://www.instagram.com/p/DAXPL65vjYb/?utm_source=ig_embed\u0026amp;utm_campaign=loading\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003eA post shared by Üᴘʜᴏʀɪᴄ Uʀᴛʜ (@uphoricurth)\u003c/a\u003e\u003c/p\u003e\n\u003c/div\u003e\n\u003c/blockquote\u003e\n\u003cscript src=\"//www.instagram.com/embed.js\" async=\"\"\u003e\u003c/script\u003e\n\u003c/center\u003e\n\u003ch3 id=\"12\"\u003e2. Beauty and skin care\u003c/h3\u003e\n\u003cp\u003eThe beauty and skin care market helps consumers look and feel their best. From skin care essentials to high-end cosmetics, beauty and skin care brands cater to customers who prioritize self-care and appearance.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples:\u003c/strong\u003e Blume, Plenaire, and ILIA Beauty offer everything from clean beauty to curated collections of must-have products.\u003c/p\u003e\n\u003ch3 id=\"13\"\u003e3. Fitness and sports\u003c/h3\u003e\n\u003cp\u003eThe fitness and sports market supports active lifestyles with products such as gear, equipment, and services for exercisers, from casual joggers to professional athletes.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples:\u003c/strong\u003e Gymshark, Altitude Sports, and Fabletics sell performance-focused clothing specifically for fitness fans.\u0026nbsp;\u003c/p\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"The Gymshark homepage features a woman wearing workout gear.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/gymshark_efff94b0-f866-4afb-b9b3-55a6070ec6d4.png?v=1734518525\"\u003e\n\u003ch3 id=\"14\"\u003e4. Consumer electronics\u003c/h3\u003e\n\u003cp\u003eConsumer electronics is one of the fastest-changing verticals. From smartphones to home automation gadgets, this market caters to tech-savvy shoppers looking for the latest innovations.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples: \u003c/strong\u003eSol, Skullcandy, and Wyze Labs all do well in this vertical, selling products that are practical and stylish.\u0026nbsp;\u003c/p\u003e\n\u003ch3 id=\"15\"\u003e5. Fashion and luxury\u003c/h3\u003e\n\u003cp\u003eThis market focuses on style, status, and personal expression. From affordable fashion to high-end luxury goods, customers seek brands that resonate with their desired lifestyles.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples:\u003c/strong\u003e Steve Madden, Rains, and Khy demonstrate how the fashion and luxury vertical caters to different tastes and budgets.\u0026nbsp;\u003c/p\u003e\n\u003ch3 id=\"16\"\u003e6. Home goods and appliances\u003c/h3\u003e\n\u003cp\u003eHome goods and appliance businesses are all about an easier, cozier, and more functional home life. From furniture to kitchen gadgets, this vertical supports everything from interior design dreams to practical household needs.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples: \u003c/strong\u003eUgmonk, Society6, and Our Place offer solutions for every type of home.\u0026nbsp;\u003c/p\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Four homeware images on the Our Place homepage include pans, tableware, and appliances.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/ourplace_40bcb9ad-b698-4db6-bdfb-3fdc81375185.png?v=1734518525\" loading=\"lazy\"\u003e\n\u003ch3 id=\"17\"\u003e7. Toys and children’s products\u003c/h3\u003e\n\u003cp\u003eThe toys and children’s products market sparks joy, creativity, and learning for kids of all ages. From educational toys to beloved entertainment brands, products in this vertical tend to be fun and functional.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eMerchant examples:\u003c/strong\u003e Slumberkins, Melissa \u0026amp; Doug, and Hello Bello all deliver quality toys for little ones.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eVertical marketing strategy. There is a lot to consider when starting a business (especially if you’re \u003ca href=\"/my/blog/start-business-without-money\"\u003eon a budget\u003c/a\u003e), from \u003ca href=\"/my/blog/register-business\"\u003eregistration\u003c/a\u003e to \u003ca href=\"/my/blog/business-license\"\u003elicensing\u003c/a\u003e to deciding if you’ll \u003ca href=\"/my/blog/selling-wholesale\"\u003esell wholesale\u003c/a\u003e or retail, in-person or \u003ca href=\"/my/online\"\u003eonline\u003c/a\u003e.\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"6\"\u003eVertical marketing strategy\u0026nbsp;\u003c/h2\u003e\n\u003cp\u003eChoosing a vertical market can focus your decisions and make the process more manageable. Here’s how to do it:\u003c/p\u003e\n\u003ch3\u003e1. Pick a vertical and start simple\u003c/h3\u003e\n\u003cp\u003eChoose a specific niche and focus on launching a single product that solves a clear problem for your target audience. This approach lets you test the waters, learn about your industry, and understand your customers’ needs.\u003c/p\u003e\n\u003cp\u003eFor example,LastObject started with a single zero-waste product. Its reusable “cotton” swabs helped the company build its reputation and gather insights before releasing reusable tissues, cotton pads, and other personal care products.\u003c/p\u003e\n\u003ch3\u003e2. Learn and expand\u003c/h3\u003e\n\u003cp\u003eOnce you’ve achieved success with your first product, look for opportunities to grow your product line based on market demand.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eTo do this, keep a close eye on:\u0026nbsp;\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eCustomer feedback Industry trends\u0026nbsp;\u003c/li\u003e\n\u003cli\u003eSeasonal demand\u003c/li\u003e\n\u003cli\u003eSales data\u0026nbsp;\u003c/li\u003e\n\u003cli\u003eTrending social media content and timely news\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e3. Reimagine what you have with product line extensions\u003c/h3\u003e\n\u003cp\u003eYou don’t need to reinvent the wheel. Instead, expand by offering variations of your existing products. These could include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eNew flavors or scents\u003c/li\u003e\n\u003cli\u003eDifferent product sizes or packaging\u003c/li\u003e\n\u003cli\u003ePremium and base versions of the same item\u003c/li\u003e\n\u003cli\u003eAdjustments like new ingredients or forms\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eFor example,Bushbalm, a skin care brand in a vertical market, expanded from selling ingrown hair treatments on its \u003ca href=\"/my/blog/opening-an-online-store-tips\"\u003eonline store\u003c/a\u003e to products that address other skin challenges like irritation and dark spots. They also introduced product bundles and items at different price points to appeal to a broader audience.\u003c/p\u003e\n\u003ch2\u003eLaunch in your vertical with Shopify\u003c/h2\u003e\n\u003cp\u003eWhether you’re operating an ecommerce business in a vertical or horizontal market, Shopify offers a suite of tools and apps for managing every part of your business. Customize the look and feel of your website and \u003ca href=\"/my/blog/ecommerce-strategy\"\u003eecommerce experience\u003c/a\u003e with Shopify’s templates, or hire a Shopify Expert to help.\u003c/p\u003e\n\u003cp\u003eFor new and growing merchants alike, Shopify is a one-stop shop for every aspect of your business, from \u003ca href=\"/my/business-name-generator\"\u003echoosing a business name\u003c/a\u003e to \u003ca href=\"/my/blog/how-to-sell-online\"\u003eselling products online\u003c/a\u003e.\u0026nbsp;\u003c/p\u003e\n\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-blog-highlight\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003eRead more\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/product-opportunities\"\u003eHow To Find a Product to Sell: 16 Proven Methods\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/how-to-sell-on-instagram\"\u003eHow to Sell on Instagram with Instagram Shopping\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/shop-pay-checkout\"\u003eShop Pay Is the Fastest and Best-Converting Checkout Experience on the Internet\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/product-ideas\"\u003eProduct Ideas: 17 Places To Find Profitable Products\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/unique-selling-proposition\"\u003eWhat Is a Unique Selling Proposition? (Plus 10 Examples)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/struggling-business\"\u003eHow to Turn Around a Struggling Business- Tips and Real-Life Examples\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/market-analysis\"\u003eWhat is Market Analysis- 3 Core Elements Every Business Needs\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/equity-crowdfunding\"\u003eEquity Crowdfunding- Is It Right For You?\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/my/blog/what-is-considered-a-small-business\"\u003eDefinition of a Small Business- How Big Is Still Considered Small?\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n \u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n \u003ch2 id=\"7\"\u003eVertical market FAQ\u003c/h2\u003e\n \u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n \u003ch3 itemprop=\"name\"\u003eWhat is meant by vertical markets?\u003c/h3\u003e\n \u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n \u003cp itemprop=\"text\"\u003eVertical markets are industries composed of companies serving similar customers or selling similar products.\u003c/p\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n \u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n \u003ch3 itemprop=\"name\"\u003eHow do you identify a vertical market?\u003c/h3\u003e\n \u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n \u003cp itemprop=\"text\"\u003eVendors in a vertical market offer goods and services to a specific industry, profession, or group of customers with specialized needs. To identify vertical markets, look for a specific type of customer or industry, such as real estate, retail, or banking.\u003c/p\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n \u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n \u003ch3 itemprop=\"name\"\u003eWhat is a vertical competitor?\u003c/h3\u003e\n \u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n \u003cp itemprop=\"text\"\u003eA vertical competitor is a business operating in the same niche or market segment as yours, offering similar products or services to similar consumers. For example, if your brand sells eco-friendly skin care, another eco-friendly skin care brand targeting the same audience would be a vertical competitor.\u003c/p\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n \u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n \u003ch3 itemprop=\"name\"\u003eWhat is the difference between an industry and a vertical?\u003c/h3\u003e\n \u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n \u003cp itemprop=\"text\"\u003eAn industry is a broad category of businesses that produce similar goods or services, such as health care or fashion. A vertical is a specific, focused segment within that industry, such as sustainable skin care within the beauty industry or athletic footwear within fashion.\u003c/p\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n \u003c/div\u003e\n\u003c/div\u003e","latestArticles":[],"contentNavigationLinks":[{"href":"#1","text":"What is a vertical market?"},{"href":"#2","text":"How do vertical markets work?"},{"href":"#3","text":"Vertical markets vs. horizontal markets"},{"href":"#4","text":"Advantages and disadvantages of vertical markets"},{"href":"#5","text":"Examples of vertical markets"},{"href":"#6","text":"Vertical marketing strategy"},{"href":"#7","text":"Vertical market FAQ"}],"blogHandle":"blog","settings":{"topSectionImages":[{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641"}],"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"rightColSideBannerImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png","rightColSideBannerGetInTouchImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png","articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}},"subscription":{"settings":{"subscriptionId":"DE84EF61-2A02-4778-8807-F01B108DE974"}},"citation":{"high-ticket-affiliate-programs":[{"text":"Zip Recruiter - 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Shopify automatically syncs stock quantities as you receive, sell, return, or exchange products online or in-person—no manual reconciling necessary.","cta":"Explore inventory management on Shopify"},"inventory_management_two":{"heading":"Manage all your inventory from Shopify","subhead":"Shopify comes with built-in tools to help manage warehouse and store inventory in one place. Track sales, forecast demand, set low stock alerts, create purchase orders, count inventory, and more.","cta":"Explore inventory management on Shopify"},"shopify_order_management":{"heading":"Speed up fulfillment times with Shopify","subhead":"Shopify comes with built-in tools to help you track, prioritize, and fulfill orders from one place, so you can get orders out the door sooner and exceed customer expectations.","cta":"Explore order management on Shopify"},"shopify_magic_one":{"heading":"Shopify Magic","subhead":"Shopify Magic makes it easier to start, run, and grow your business. Our groundbreaking commerce-focused AI empowers entrepreneurs like you to be more creative, productive, and successful than ever before.","cta":"AI designed for commerce"},"shopify_magic_two":{"heading":"Let Shopify Magic write product descriptions for you","subhead":"Ever wished a product description would just write itself? With Shopify Magic—Shopify’s artificial intelligence tools designed for commerce—it will. Create product descriptions in seconds and get your products in front of shoppers faster than ever.","cta":"Learn about Shopify Magic"},"shopify_inbox_one":{"heading":"Turn chats into sales with Shopify Inbox","subhead":"Shopify Inbox is a free app that lets you chat with shoppers in real-time, see what’s in their cart, share discount codes, create automated messages, and understand how chats influence sales right from your Shopify admin.","cta":"Discover Shopify Inbox"},"b2b_ecommerce":{"heading":"Sell wholesale and direct to consumers with Shopify","subhead":"Only Shopify comes with built-in features that help you sell B2B and DTC from a single store or platform. Tailor the shopping experience for each buyer with customized product and pricing publishing, quantity rules, payment terms, and more—no third-party apps or coding required.","cta":"Explore B2B on Shopify"},"shopify_pos_one":{"heading":"Start selling in-person with Shopify POS","subhead":"Shopify POS is the easiest way to start selling in-person. Take your brand on the road and accept payments, manage inventory and payouts, and sell everywhere your customers are—farmer’s markets, pop up events and meetups, craft fairs, and anywhere in between.","cta":"Discover Shopify POS"},"shopify_pos_two":{"heading":"Get started with Shopify POS","subhead":"Only Shopify gives you all the tools you need to manage your business, market to customers, and sell everywhere in one place. Unify in-store and online sales today.","cta":"Discover Shopify POS"},"shopify_managed_markets":{"heading":"Sell internationally in minutes with Managed Markets","subhead":"Managed Markets helps you sell in 150+ countries and scale your business internationally—all from a single Shopify store. Make global shipping hassle-free, with tools to manage store localization, collect duties upfront, simplify customs documentation, and get fast transit times.","cta":"Discover Managed Markets"},"shopify_partners":{"heading":"Visit the Shopify Partners Marketplace","subhead":"Find experienced commerce professionals who will help you grow your business. Browse the different services Shopify partners offer, post a job, and hire a professional to work with.","cta":"Visit now"},"shopify_affiliates":{"heading":"Become a Shopify Affiliate","subhead":"Join the program to grow your brand, access exclusive opportunities, and earn a competitive commission for each new business you refer to Shopify.","cta":"Apply now"},"shopify_ar":{"heading":"Create immersive shopping experiences with Shopify AR","subhead":"Give shoppers a new way to experience your products when you add augmented reality (AR) to your online store. Using 3D models for your products provides customers with a better understanding of the function and size of an item, and increases your customers' confidence in the quality of your products.","cta":"Learn about Shopify AR"},"loyalty_apps":{"heading":"Reward loyalty everywhere customers shop","subhead":"Only Shopify’s integrated loyalty apps let customers collect and redeem loyalty rewards when shopping with you both online and in store—no complicated workarounds required.","cta":"Explore loyalty apps"}}},"pages/blog/$article/guide_ctas":{"guidesCta":{"modal":{"subhead":"Almost there: please enter your email below to gain instant access.","disclaimer":"We'll also send you updates on new educational guides and success stories from the Shopify newsletter. We hate SPAM and promise to keep your email address safe."},"analytics":{"heading":"Free Ebook: Ecommerce Analytics for Beginners","content":"Find out which metrics are the key to establishing and growing your online business. This free guide is the perfect first step in learning about ecommerce analytics.","cta":"Get the free ebook now","modal_headline":"Get Ecommerce Analytics for Beginners delivered right to your inbox."},"back_to_school":{"heading":"The Complete Guide to Back to School Marketing for Retail Stores","content":"Get an update on this year's back to school marketing trends, compare strategies, and build out your plan with this short guide.","cta":"Get your free guide now","modal_headline":"Get the Back to School Marketing Guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"bio_template":{"heading":"Free Professional Bio Template","content":"Make a lasting first impression! Elevate your professional image with our easy-to-use template.","cta":"Download template","modal_headline":"Get the free professional bio template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"brand_guide_template":{"heading":"Free Brand Guide Template","content":"You’ve built a strong brand. Keep it consistent across all your channels with our detailed brand guide template.","cta":"Download template","modal_headline":"Get the free brand guide template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"brand_storytelling":{"heading":"Free Worksheet: Brand Storytelling","content":"Use this handy exercise as a guide to help you craft a compelling brand story and build a loyal audience through the power of storytelling.","cta":"Get the worksheet","modal_headline":"Get our free Brand Storytelling Worksheet delivered right to your inbox."},"branding":{"heading":"Free Reading List: How to Brand Your Business","content":"A great brand can help your products stand out from the crowd. Get a crash course in small business branding with our free, curated list of high-impact articles.","cta":"Get the free reading list","modal_headline":"Get our Branding reading list delivered right to your inbox."},"branding_kit":{"heading":"Free Business Branding Kit","content":"Craft a powerful brand identity that stands out in the market. Use these free templates and tools to help you build a cohesive and memorable brand.","cta":"Download now","modal_headline":"Get the branding kit delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free kit soon. In the meantime, start building your store with a free trial of Shopify."},"business_case_template":{"heading":"Free Business Case Template","content":"Turn your big ideas into reality. Our user-friendly template is here to help you create a compelling business case with ease.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"business_letter":{"heading":"Free Business Letter Template","content":"Communicate clearly and effectively. Use this customizable template to create a polished business letter that makes a great impression.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"business_model_canvas":{"heading":"Free Business Model Canvas Template","content":"Streamline your business planning! This easy-to-use template helps you visualize your business model and identify key components for success.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"business_proposal":{"heading":"Free Business Proposal Template","content":"Land your next big deal with ease! Our easy-to-follow template helps you craft proposals that not only impress but also seal the deal.","cta":"Download template","modal_headline":"Get our business proposal template delivered right to your inbox."},"businessplan":{"heading":"Free: Business Plan Template","content":"Business planning is often used to secure funding, but plenty of business owners find writing a plan valuable, even if they never work with an investor. That’s why we put together a free business plan template to help you get started.","cta":"Get the template now","modal_headline":"Get the business plan template delivered right to your inbox."},"businessideas":{"heading":"Free: The Big List of Business Ideas","content":"To help you find the inspiration to start, we compiled a list of 100+ in-demand business ideas, broken down into categories like fitness, apparel, and gaming.","cta":"Get the list now","modal_headline":"Get the big list of business ideas delivered right to your inbox."},"camera_checklist":{"heading":"How to take product photos like a pro","content":"This essential guide will help you shoot stunning product photos, with tips, equipment lists, and easy-to-follow shooting instructions.","cta":"Download guide","modal_headline":"Get the guide delivered right to your inbox."},"case_studies":{"heading":"Free Video Series: Ecommerce Inspiration","content":"Feeling uninspired? Watch some of the world's most successful entrepreneurs share their best advice for new business owners.","cta":"Get the free video series","modal_headline":"Get our Ecommerce Inspiration video series delivered right to your inbox."},"case_study_template":{"heading":"Free Case Study Template","content":"Show your expertise and highlight your company’s success with our free case study template.","cta":"Get the template now","modal_headline":"Get the case study template delivered right to your inbox."},"cash_flow_template":{"heading":"Free Cash Flow Statement Template","content":"Balancing your books can be stressful. Take charge of your finances with our free cash flow statement template.","cta":"Get the template now","modal_headline":"Get the cash flow statement template delivered right to your inbox."},"competitive":{"heading":"Free: Competitive Analysis Template","content":"By evaluating the strengths and weaknesses of your competition, you can begin to formulate how to give your company an advantage. Download our free competitive analysis template and gain an edge over the competition.","cta":"Get the template now","modal_headline":"Get the competitive analysis template delivered right to your inbox."},"content_strategy_template":{"heading":"Free Content Strategy Template","content":"Create content that truly connects and engages. Our template helps you plan and execute your vision, keeping your goals on track.","cta":"Get the template now","modal_headline":"Get the content strategy template delivered right to your inbox."},"copywriting":{"heading":"Free Reading List: Copywriting Tactics for Entrepreneurs","content":"Is your website content costing you sales? Learn how to improve your website copy with our free, curated list of high-impact articles.","cta":"Get the free reading list","modal_headline":"Get our Copywriting Tactics reading list delivered right to your inbox."},"copywriting_research":{"heading":"Research the words you use to sell","content":"Use this free template to help you enhance your website and connect with customers. Research the words competitors use and analyze customer feedback to help you write compelling copy.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"customer_journey":{"heading":"Free Customer Journey Map Template","content":"Your customers know why they’re engaging with your brand. But do you know what they’re going through? Use this free template to craft a shopping experience they’ll love.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"customerservice":{"heading":"Free Reading List: Customer Service Strategies","content":"Focusing on customer service can turn negative interactions into positive reviews (and repeat customers). Learn how with our free, curated list of high-impact articles.","cta":"Get the free reading list","modal_headline":"Get the reading list delivered right to your inbox."},"decision_matrix":{"heading":"Free Decision Matrix Template","content":"Have a tough decision to make? This template helps you evaluate options and simplifies the decision making process so you can make confident choices.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"design":{"heading":"Free Reading List: Online Store Design Tips","content":"Your online store's appearance can have a big impact sales. Unleash your inner designer with our free, curated list of high-impact articles.","cta":"Get the free reading list","modal_headline":"Get our Store Design reading list delivered right to your inbox."},"digital_marketing_kit":{"heading":"Free Digital Marketing Toolkit","content":"Unlock the secrets to successful online marketing. This free resource is packed with strategies, templates, and insights to elevate your brand’s digital presence.","cta":"Download now","modal_headline":"Get the toolkit delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free toolkit soon. In the meantime, start building your store with a free trial of Shopify."},"email":{"heading":"Free Ebook: How to Grow Your Ecommerce Business with Email Marketing","content":"Whether you're just getting started or dreaming up your next big campaign, this email marketing guide will provide you with insights and ideas to help your business grow.","cta":"Get the free ebook now","modal_headline":"Get our Email Marketing guide delivered right to your inbox."},"expense_report":{"heading":"Free Expense Report Template","content":"Make tracking your expenses and reimbursements a whole lot easier. Our simple template keeps things accurate and saves you time.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"googleshopping":{"heading":"Free Ebook: Google Shopping for Small Businesses","content":"Google Shopping ads are one of the leading traffic sources that can give you the ultimate edge. Discover this hidden gem often overlooked by your competition.","cta":"Get the free ebook now","modal_headline":"Get Google Shopping for Small Businesses delivered right to your inbox."},"go_to_market":{"heading":"Free Go-to-Market Strategy Template","content":"Plan your product launch with precision. Our template can help you reach and convert your target audience efficiently.","cta":"Download template","modal_headline":"Get your free go-to-market strategy template delivered right to your inbox."},"hiring_questions":{"heading":"Free Guide: Interview Questions for Hiring Retail Employees","content":"Hiring competent retail employees is becoming increasingly challenging. Use this guide to ask the right questions during the interview process to ensure you hire the right people for your store.","cta":"Get the free guide now","modal_headline":"Get our guide Interview Questions for Hiring Retail Employees delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"holiday_selling_2021":{"heading":"Free Holiday Selling Guide: Top 10 Holiday Selling Tips for Retail Stores","content":"A sale can happen anywhere, at any time. Use our top 10 strategies to unify your customer touch points and set yourself up for holiday success.","cta":"Get the free guide now","modal_headline":"Get our Top 10 Holiday Selling Tips for Retail Stores delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"international_shipping":{"heading":"Free International Shipping Checklist","content":"Expand your business globally with confidence. This free checklist ensures you have everything in place for smooth and compliant shipments.","cta":"Download now","modal_headline":"Get the checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free checklist soon. In the meantime, start building your store with a free trial of Shopify."},"inventory_templates":{"heading":"5 Free Templates to Better Understand Your Inventory","content":"Calculate your businesses cost of goods sold, sell through rate, inventory turnover, saftey stock, economic order quantity, or reorder point with ease using these custom templates. (No math required!)","cta":"Get your free templates","modal_headline":"Get your Inventory Templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify."},"keyword_research_template":{"heading":"Free keyword research template","content":"Use this free keyword research template to unlock opportunities and manage your SEO strategy. Drive targeted traffic to your website by tracking search volume, ranking difficulty, user intent, and content ideas.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"marketing_plan":{"heading":"Free Marketing Plan Template","content":"Create a detailed marketing plan that gets results. Our template helps you design strategies and actions to effectively reach your audience.","cta":"Download template","modal_headline":"Get your marketing plan template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify."},"marketing_proposal":{"heading":"Free Marketing Proposal Template","content":"Impress with a professional marketing proposal. This free template provides a clear structure and essential elements to help you create compelling proposals.","cta":"Download template","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"okr_template":{"heading":"Free OKR Template","content":"Align your team and boost performance. This simple template helps you set clear objectives and track key results for measurable success.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"one_pager":{"heading":"Free One Pager Template","content":"Present your ideas clearly and concisely. This template helps you summarize your key points perfectly.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"opening_closing_checklist":{"heading":"Free Checklist for Opening and Closing Your Store","content":"Ensure all protocols and procedures are completed each time you open and close your store with this handy, easy-to-follow checklist.","cta":"Get the free checklist","modal_headline":"Get our Opening and Closing Checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"optimization":{"heading":"Free Reading List: Conversion Optimization for Beginners","content":"Turn more website visitors into customers by getting a crash course in conversion optimization. Access our free, curated list of high-impact articles below.","cta":"Get the free reading list","modal_headline":"Get our Conversion Optimization reading list delivered right to your inbox."},"packaging_calculator":{"heading":"Calculate your packaging costs","content":"Use this free calculator to estimate your packaging expenses. Get insights into labor, materials, and design costs to make informed decisions for your business.","cta":"Download calculator","modal_headline":"Get the calculator delivered right to your inbox."},"packing_slip":{"heading":"Free Packing Slip Template","content":"Save time and effort by ensuring proper delivery of your products. Our free packing slip template helps you get started.","cta":"Get the template now","modal_headline":"Get the packing slip template delivered right to your inbox."},"parentpreneur":{"heading":"Playbook for the Aspiring Parentpreneur","content":"Unleash your creativity and turn your passion into a thriving business with our Parentprenuer brainstorming guide. Discover new ideas, set realistic goals, and map out a plan for success.","cta":"Download now","modal_headline":"Check your inbox for your copy of the Parentpreneur Playbook."},"persona_template":{"heading":"Free User Persona Template","content":"Maximize your product’s potential. Unlock insights to fine-tune your offerings and impress users. Our template makes it easy.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"phonecases":{"heading":"Get a Free Phone Case Business in a Box","content":"Free high quality phone case stock photos and a list of some places you can look to find phone case suppliers to work with.","cta":"Download startup bundle","modal_headline":"Get our startup bundle delivered right to your inbox."},"photobrief":{"heading":"Get perfect product photography","content":"This free template will help you write detailed, professional creative briefs that help photographers know exactly what you're looking for.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"photochecklist":{"heading":"All the images your store needs","content":"This free photo shot list helps you plan every image for your online store, from homepage banners to product cards.","cta":"Download shot list","modal_headline":"Get the shot list delivered right to your inbox."},"photographer_checklist":{"heading":"Make your next photo shoot a success","content":"Use this free checklist to help you hire the perfect photographer for your product photos—complete with budget tips and outreach email templates.","cta":"Download checklist","modal_headline":"Get the checklist delivered right to your inbox."},"photography":{"heading":"Free Guide: DIY Product Photography","content":"Learn how to take beautiful product photos on a budget with our free, comprehensive video guide.","cta":"Get your free guide","modal_headline":"Get our DIY Guide to Beautiful Product Photography delivered right to your inbox."},"popup_guide":{"heading":"Pop-Up Shop Quickstart Guide","content":"Thinking about hosting a Pop-Up Shop? This free guide includes 3 checklists that help frame what you're looking to accomplish through your Pop-Up Shop, different types of Pop-Up Shops, and design ideas to help get you started.","cta":"Get your free guide","modal_headline":"Get your Pop-Up Shop Quickstart Guide delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pp_template":{"heading":"Free PowerPoint Template","content":"Capture attention with business presentations that pop! Our customizable template makes it easy to showcase your ideas clearly.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"press_kit":{"heading":"Free Press Kit Template","content":"Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pressrelease":{"heading":"Free: Press Release Template","content":"To help you get started, we put together this template to help you structure your story using a common press release format. You can replace each component with your own information and adapt it according to your needs.","cta":"Get the template now","modal_headline":"Get the press release template delivered right to your inbox."},"problem_statement":{"heading":"Free Problem Statement Template","content":"See your challenges clearly. This simple template helps you create powerful problem statements that lead to meaningful solutions.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"process_map":{"heading":"Free Process Mapping Template","content":"Simplify your operations with a clear picture of your processes. This template helps you outline and improve workflows for more productivity.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"productivity":{"heading":"Free Reading List: Ecommerce Motivation","content":"Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.","cta":"Get the free reading list","modal_headline":"Get our Ecommerce Motivation reading list delivered right to your inbox."},"products":{"heading":"Free Guide: How to Find a Profitable Product to Sell Online","content":"Excited about starting a business, but not sure where to start? This free, comprehensive guide will teach you how to find great, newly trending products with high sales potential.","cta":"Get the free guide","modal_headline":"Get How To Find A Product To Sell Online: The Definitive Guide PDF delivered right to your inbox."},"product_vision":{"heading":"Free Product Vision Template","content":"Developing a new product? This free template will help give you a clear picture of your product’s future, by defining effective goals and strategies.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"profit_loss":{"heading":"Free Profit and Loss Statement Template","content":"Need help keeping an eye on your business's financial performance? Our free, user-friendly template will help you make informed decisions with ease.","cta":"Get the template now","modal_headline":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"purchase_order":{"heading":"Create a purchase order","content":"Use this free template to create clear, detailed purchase orders for your business. Keep all your information organized and easy to understand.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"retail_marketing":{"heading":"Free Download: From Clicks to Customers: How to Measure Your Retail Store's Marketing Success","content":"Every marketing campaign is an investment of your time, energy, and money. Do you ever wonder if your efforts were worth it? Read this guide and build a framework to plan, track, and measure the success of retail marketing campaigns.","cta":"Get your free guide","modal_headline":"Get your free Retail Marketing Success PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"retention_audit":{"heading":"Free Download: Retention Audit Checklist","content":"Struggling with customer retention? This free checklist will help you build a retention mindset throughout your company by auditing retention strategies at every level of your business.","cta":"Get your free checklist","modal_headline":"Get this free Retention Audit Checklist PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rfp_template":{"heading":"Free RFP Template","content":"Make writing requests for proposals easier and faster with our free RFP template.","cta":"Get the template now","modal_headline":"Get the RFP template delivered right to your inbox."},"root_cause":{"heading":"Free Root Cause Analysis Template","content":"Get to the heart of your business problems and find effective solutions. This template helps you find and address the underlying causes.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rotating_schedules":{"heading":"Free Download: Rotating Schedules Templates","content":"Struggling to keep your stores fully staffed and running smoothly? Consider implementing a rotating shift program. Download these free templates to find the right schedule for you and your employees.","cta":"Get your free templates","modal_headline":"Get these free Rotating Schedules Templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_email":{"heading":"Free Sales Email Templates","content":"Craft compelling emails that convert! Our customizable templates help you engage prospects and close deals.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_funnel_template":{"heading":"Free Sales Funnel Template","content":"Make your sales process smoother and close deals faster. Our template maps out each stage, so you never miss an opportunity.","cta":"Download template","modal_headline":"Get this free sales funnel template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_plan_template":{"heading":"Free Sales Planning Template","content":"Supercharge your sales strategy with our all-in-one planning tool. Set your targets, track your progress, and reach your goals with confidence and ease.","cta":"Get the template now","modal_headline":"Get this free sales planning template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"scope_template":{"heading":"Free Scope of Work Template","content":"Set clear expectations and ensure project success. This template provides a simple outline to help you define project deliverables and run programs smoothly.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"seo":{"heading":"Free Download: SEO Checklist","content":"Want to rank higher in search results? Get access to our free, checklist on search engine optimization.","cta":"Get the free checklist","modal_headline":"Get our SEO Checklist delivered right to your inbox."},"services_price":{"heading":"Your Time is Valuable, so Price it Right","content":"Ensure your business is profitable with this easy-to-use pricing calculator. 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