In e-commerce, there’s no such thing as ‘too niche’. As more and more e-commerce brands zero in on micro-communities, customers are responding with explosive spending. Data from Shopify shows global e-commerce spending at $3.5 trillion this year, which means it’s more than doubled since 2015. That number is projected to go up to $4.9 trillion by 2021. This is a good time to be in the business of e-commerce. If you’re already in it, it’s time to strengthen your presence in your niche. If you’re just getting in now, you need to find a niche that fits you. No niche may be too small, but not selling enough is a major concern, of course. Which is why casting a small net can feel risky for many e-commerce startups — even more-so when demand for your industry is on the decline. Read more at Forbes.