Some of the most interesting product opportunities come from trends that are still gaining momentum.

Whether it’s a growing product category, a new consumer interest, or a shift in shopping behavior, emerging trends can create opportunities to attract visitors before a category becomes crowded. The challenge is building Product Sets that can evolve as the trend develops.

Unlike established categories, trend-driven collections often change quickly. Products come and go, new brands enter the market, and shopper interest can expand in unexpected directions.

Focus on the Trend, Not Just the Products

When building around an emerging trend, it helps to think beyond the products that are popular today.

A Product Set built around a broader idea tends to have a longer lifespan than one built around a handful of trending items.

For example:

• Sustainable travel gear
• Home workout recovery tools
• Smart pet products
• Portable work-from-anywhere accessories

The products within these categories may change, but the underlying trend remains relevant as it grows.

Leave Room for the Trend to Evolve

Emerging trends rarely stay exactly the same.

What starts as a niche category can expand into multiple subcategories over time. A Product Set that is too narrowly defined may become difficult to maintain as the market develops.

Building with some flexibility allows new products, brands, and use cases to naturally fit into the collection later.

This often creates a more sustainable Product Set without requiring frequent restructuring.

Look Beyond the Obvious Products

The most visible products are not always the only products worth including.

Many trends create demand for related accessories, complementary products, or adjacent categories that shoppers may also be interested in.

For example, a trend around standing desks may naturally connect to:

• Ergonomic chairs
• Monitor arms
• Desk organizers
• Anti-fatigue mats

Expanding thoughtfully around the trend can create a more complete discovery experience.

Watch How the Product Mix Develops

One advantage of emerging trends is that they provide insight into how categories are evolving.

As new products enter the market, Product Sets can reveal patterns such as:

• New product types appearing
• Increased brand participation
• Changes in pricing
• Shifts in product features

These signals can help guide future Product Set decisions and identify opportunities for expansion.

Keep the Collection Fresh

Trend-focused Product Sets benefit from occasional reviews.

Products that felt innovative six months ago may no longer represent where the category is heading. New merchants, brands, and product types can quickly change the landscape.

Refreshing product coverage periodically helps ensure the collection continues reflecting the trend rather than a snapshot of where it started.

Consider Multiple Product Sets as Interest Grows

As a trend matures, a single Product Set may no longer be enough.

What begins as one collection can eventually branch into more focused Product Sets covering different audiences, use cases, or product categories.

For example, a broad smart home Product Set might later expand into separate collections for lighting, security, energy management, and entertainment.

This allows coverage to grow alongside shopper interest while keeping each Product Set focused.

Follow the Shopper, Not the Hype

Not every trend becomes a lasting category.

The most successful trend-focused Product Sets are built around genuine shopper interest rather than temporary buzz. If people continue searching, comparing, and buying within a category, there is usually an opportunity to create something valuable.

By focusing on emerging needs instead of short-term attention, Product Sets can remain useful even as specific products and brands change over time.

For more information, check out documentation here.