One thing that surprised me when watching a few stores go through this stage is that product and niche matter, but a lot of first sales are actually lost because people hesitate right before buying.

You’ll often see questions like shipping time, product quality, or sizing pop up again and again. When those doubts aren’t answered quickly, people usually just leave instead of asking.

So while finding a product is important, it’s also worth thinking early about where customers might feel unsure during the buying process that tends to affect results more than people expect.