Looking for honest input from anyone who's done a niche pivot.
I've been running a home decor store for about 2 months (US + DE markets, PMax shopping-only). Considering switching the whole thing to fashion accessories and want to pressure-test the logic before I commit.
Why I'm thinking about leaving home decor:
- Too many subcategories — lighting, wall art, blankets, candles, rugs, etc. I worry Google reads my catalog as a "general store" rather than a focused niche, which I think hurts me on an empty all-products PMax campaign (no clear category signal).
- Higher price points — my AOV sits around $119 (only about9 sales with 1.5k sepnt). Higher ticket = less impulse buying, which kills conversion rate on cold shopping traffic.
- High-ticket items raise CPC — the algorithm seems to bid more aggressively on my pricier products, dragging up my blended CPC.
- COGS + shipping — décor tends to be heavier and more expensive to source/ship, squeezing margin.
Why fashion accessories looks appealing:
- Lower price points → more impulse-friendly → potentially better conversion on cold traffic
- Lighter, cheaper to ship, often better margins
- Can be a tighter, more focused catalog (clearer category signal to Google)
My actual questions:
- Has anyone here done a full niche switch on an existing store? Would you do it again, or would you just spin up a fresh store instead?
- If switching in place, what's the right way to handle it — wipe the entire product feed and upload all new products? Does that nuke your GMC history / trust / learning?
- How much does the about page, branding, store name, and overall positioning need to change to not confuse Google (or customers)? Is a home decor → fashion pivot too far for the same domain/brand?
- Anyone seen their CPC actually improve after moving to a lower-price-point, lighter niche — or is high CPC more about execution than category?
Appreciate any real experience here, good or bad.