How to choose a product
The “winning product” the courses sell you doesn’t exist. Some products fit this model better than others. This is what the ones that work tend to have:
- They solve a problem or trigger an “I want it” that you understand in 3 seconds of video.
- They’re not easy to find in the supermarket, the local bargain shop or on Amazon at half the price.
- Enough margin: they can be sold for 3-4 times their cost.
- Light, small and hard to break: less shipping, fewer problems.
- No sizes to begin with: clothes and shoes get loads of returns.
Products to avoid
Brands and copiesNike, Apple, Pokémon, Labubu, cases with logos… Selling counterfeits is a crime and they can shut down your shop and your payment processor.
Cosmetics, supplements and foodThey need health registrations, labelling in the local language and a responsible person in the EU. One mistake can hurt someone.
Toys and baby productsVery strict safety rules and mandatory CE marking. Many cheap products don’t comply.
Electronics with a battery or plugCE marking, fire risk, batteries that can’t be sent by air and lots of faults.
How to validate before spending
- Search for the product on TikTok, Instagram and the Meta Ad Library (it’s free and public): are there ads that have been running for weeks? Are the comments real?
- Look it up on Amazon: if it costs €12 there with next-day delivery, nobody will buy it from you for €40 with two-week delivery.
- Order a sample to your home. You’ll see the quality, the packaging and how long it really takes. And you can film your own video.
If 50 shops are advertising a product at the same time, you’re too late: you’ll only compete on price and your ads will cost more.