My online store will sell a limited number of quality products within a few (3-4) categories that consumers tend to feel passionate about. For example, avid golfers feel very passionate about golf products, but no one gets excited about everyday necessities such as toilet paper. People feel very passionate about their pets (cats, dogs, etc) and are unusually interested in products for them (reflective dog collars) or about them (cat jewelry). The prices will be competitive.