Nowadays, more or less anything can be sold online – with some obvious exceptions of course. The beauty of running an e-commerce store is you can be as specialist as you like: there’s no pressure to sell a wide range of products. In fact, it’s better to do it this way. Success online is all about finding your niche and serving that niche admirably. This is something that each of the following examples has in common. What’s more, they understand the power of content and authenticity. Let’s examine what the below e-commerce startups are doing right.