#006. Why More Ecom Research Isn’t The Answer

Hi – it’s Rebecca.

One of the easiest ways to feel productive in ecommerce is to research endlessly.

A new product opportunity. Another niche. Another supplier. Another competitor. Another ad in the Meta Ad Library. Another TikTok trend. Another winning store. Another AI conversation about what to sell.

By the end of the day, your browser has twenty tabs open and your head is full of ideas.

Because research and progress can look remarkably similar from the inside – and that’s what makes this leak so difficult to spot.

The Research High

One of the things I love about ecommerce is that there is always something new to explore.

There is always another product opportunity, another niche, another supplier, another competitor, another ad library, another trend, another founder claiming they’ve cracked the code.

The problem is that research feels like movement.

You feel like you’re reducing risk. You feel like you’re becoming more prepared. You feel like you’re getting closer to the answer.

But often something else is happening.

You’re postponing a decision.

I’ve done this more times than I’d like to admit. I’ve researched products, compared suppliers, analysed competitors, checked profit margins, studied ad libraries, run numbers through spreadsheets, asked AI to validate another idea, then discovered a completely different opportunity and started the process all over again…addictively at times.

At some point I realised something uncomfortable.

The answer rarely appeared in the next piece of information. The answer usually appeared after I tested something…

The Hidden Assumption

I think many ecommerce founders carry the same hidden assumption:

“If I do enough research, eventually I’ll discover the right product. The perfect product with high demand, low competition, strong margins, reliable suppliers and effortless marketing.”

The problem is that research cannot give you that certainty.

Research creates understanding. Testing creates evidence.

Those are not the same thing.

You can understand a market without validating your place in it. You can understand a product without knowing whether people will buy it. You can analyse hundreds of competitor stores without knowing whether your own store will convert.

Research tells you what might happen.

Testing tells you what actually happens.

The Safety Blanket

Looking back, I think research often served another purpose: it made me feel safe.

If I was still researching products, I didn’t have to choose one. If I was still comparing suppliers, I didn’t have to place an order. If I was still analysing competitors, I didn’t have to launch a store. If I was still asking AI for another opinion, I didn’t have to risk being wrong.

It’s a comforting place to be – and a dangerous place to stay.

Also called, procrastinating.

Because the longer you remain in research mode procrastinating, the easier it becomes to confuse preparation with progress.

Like this…

The Bucket is leaking…

Yes, I know…

Let’s spend another six hours in the Meta Ad Library.

Or perhaps:

The bucket is leaking.

I know…

Let’s analyse another 200 competitor stores :).

The funny thing is that ecommerce founders tend to do this all the time.

We jump between product ideas. We compare suppliers. We analyse competitors. We browse TikTok trends. We search for the trendy products. We buy another spy tool. We ask AI to validate another idea.

Meanwhile, the bucket continues to leak.

The leak doesn’t care how much research you’ve done. The leak only cares whether you’ve tested something!

A Question Worth Considering

What decision are you currently postponing in the name of research?

What product are you still analysing instead of testing?

What evidence are you hoping the next competitor analysis, supplier conversation, AI prompt or spy tool will provide?

This Week’s Leak

You may be confusing market research for market validation.

Research helps you understand a market. Testing tells you whether you belong in it.

Those are not the same thing. The bucket doesn’t care how much research you’ve done. The bucket only cares whether you’ve found the leak…and are facing your fears and testing anyway :).

What do you think – are you in research analysis paralysis?

Until next Saturday,

Rebecca

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#007. Why Scaling Too Early Makes Everything Worse
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#006. Why More Research Isn’t The Answer