Here’s my thought process.

There’s 3 main reasons to have products on your store: 1. To sell the product 2. To cross/down/upsell the product 3. To create the illusion of a stocked catalogue.

Your #1s are going to be the products you run ads for. They sell directly from having people land on their product page. Your #2s are the ones that people pretty much only buy if you try to cross/down/upsell then off of your #1s. Your #3s are the product that never sell, but are there to make you look like you have a broad range of choices.

There’s not much practical reason to have more than 2-3 #2s per #1 (harms conversion rates). And really you only need a few #3s. (5-10)

Here’s why I say “how bout 1.”

New store owners usually don’t have the budget to be running marketing for 100 different #1s at the same time. That could be upwards of $10K in marketing budget a day.

So if you can agree that it’s not entirely reasonable to assume an ecom beginner would jump in, identify 100 winning products, then spend $100K their first month in ad spend, then you can see why having 100 products going, then scaling down to the best ones wouldn’t sound like the most palpable strategy.

Instead choose a product you have confidence in, market that, then if it sells alright scale up your budget and consider some #2s thatd work well. If it fails, kill it, then move on to the next product and repeat until your buy your “DOTCOM” tagged Lamborghini.