What Is Market Demand and How To Calculate It (2023)

Excited a couple of new product concept however uncertain in case you’re the one one who thinks it is a good suggestion?

Generally ecommerce entrepreneurs want greater than a intestine test to show their enterprise enterprise is viable. Whether or not it’s on your personal reassurance or to construct a powerful case for a enterprise funding software—or one thing else completely—realizing the availability and demand in your area of interest is essential to informing your marketing strategy.

Figuring out demand does greater than verify there’s an viewers on your product: it informs pricing methods, advertising and marketing initiatives, buying, and extra.

What’s market demand?

Market demand is the full amount of a services or products that customers are keen and capable of buy at a given value and inside a particular market. It represents the collective want and buying energy of potential prospects. Market demand is influenced by elements similar to client preferences, revenue ranges, inhabitants demographics, and general financial situations.

Whole market demand can fluctuate over time—normally, it does. This might be because of a wide range of elements, some seasonal and predictable, others extra out of our management, like a pure catastrophe or perhaps a pandemic. Generally all the demand curve shifts.

When extra folks desire a particular sort of product, this is a rise in market demand and costs usually go up—extra folks need it and extra persons are keen to pay for it. However when market demand decreases, costs usually observe swimsuit. It will get extra advanced than that, however we’ll get into it later.

One frequent enterprise mistake is just not contemplating market demand on your enterprise, particularly relating to product improvement. You don’t need to make investments an excessive amount of capital in merchandise that nobody will purchase—sitting inventory eats at your income and takes up warehouse area. You additionally need to account for financial development as properly.

On the flip aspect, you additionally need to be sure you all the time have sufficient to serve your buyer base. Out-of-stocks are expensive points and will spoil your probability to snag a brand new lifelong buyer

Free Information: Find out how to Discover a Worthwhile Product to Promote On-line

Enthusiastic about beginning a enterprise, however unsure the place to start out? This free, complete information will educate you learn how to discover nice, newly trending merchandise with excessive gross sales potential.

What’s the distinction between particular person and market demand?

As you may guess, particular person demand refers to a single individual or family, whereas market demand generalizes tendencies for a lot of people in a specific section. A person who’s keen about canines is extra prone to pay extra for a canine product than somebody who has a median or minimal curiosity degree. That particular person’s preferences may not replicate the tendencies of your complete goal market. Basic market demand can also be also known as combination demand.

So why is that this essential? It’s essential to grasp that while you do your individual market analysis to estimate demand, you should survey many people—not simply the people who’ve essentially the most ardour on your trade or product. In the event you forecast primarily based on particular person demand, you might need dangerous information and make your self susceptible to vital losses. Market demand is principally a bunch of particular person demand information factors put collectively.

It’s vital to keep watch over the demand curve over the course of the 12 months so you may alter your enterprise technique appropriately. When demand will increase, that is typically a chance to boost a given value of your merchandise, however you do not need to increase costs a lot that your prospects jet to the competitors.

What’s a market demand curve?

The market demand curve is a visualization of demand primarily based on product pricing. Primarily, you map the entire particular person demand inputs onto a line graph to create the market demand curve.

On the y-axis, you may have the totally different value factors. On the x-axis, you may have the variety of occasions the product has been bought in a given time interval at that value level. You’ll have a number of strains, one for every particular person, that usually slope downward. It’s because when a product is priced increased there’s normally a shift in demand, as persons are doubtless to purchase much less of it. On the flip aspect, the availability curve slopes upward. With any really aggressive market, there’ll all the time be ebbs and flows of provide and demand.

market demand curve
A visualization of the market demand curve primarily based on product pricing. Investopedia.

3 market demand examples

Testing market demand at a neighborhood degree

Shopify service provider, Woodlot is a life-style and physique care model with roots in Vancouver. When Sonia Chhinji and Fouad Farraj needed to check out a brand new line of candle merchandise, they knew their hometown could be the most effective testing floor to see if there was any market demand and what that demand could be—each at a neighborhood and at a world degree.


They researched native neighborhoods and got here up with an inventory of retailers they needed to focus on for wholesale, and inbound leads started trickling in. This preliminary demand helped them validate the enterprise and establish sturdy markets exterior of the Vancouver space, in addition to forecast demand for his or her enterprise general.

“It is sensible to start out in your house metropolis—it’s the one the place you’re going to get a number of consideration, a number of help, and in addition a number of alternative, however ultimately, you’re going to want to broaden and develop,” Sonia says. “We had been capable of take that neighborhood concept and produce it to Toronto, to Montreal, after which different cities throughout Canada and the US.”

By way of their analysis, the found candles had been their hottest and bestselling merchandise, and that is the place they focus their product line as we speak.

Measuring market demand on ecommerce channels

Cinnamon and Jason Miles’s Liberty Jane Clothes model was born out of first-hand market analysis—their daughters. They began designing and creating doll garments and testing concepts at house. They then took the concepts exterior the house to get a greater concept of what market demand might seem like in the actual world. “We’d go to bounce courses and Brownie troop conferences and all of the mums and daughters would say, ‘The place did you get that?’ and ‘How can I get it?’” Cinnamon recollects.

Liberty Jane Clothing

Ultimately, they examined even bigger waters, getting began with promoting on eBay method again in 2008. Simply 18 months later, they started publishing the patterns as an extra income stream. Now, they’ve taken benefit of that improve in demand to create a thriving ecommerce enterprise that brings in as a lot as $600,000 per 12 months.

Learn extra: What’s a Vertical Market and Why Ought to You Care?

Discovering a product with steady demand

Whereas some merchandise are seasonal, and thus expertise fluctuating demand, others are extra degree 12 months spherical. One instance is matcha—and that was one of many causes a few of us right here at Shopify experimented with promoting matcha on-line. In simply three days, our retailer did greater than $900 in income.

We checked out Google Traits to see that the product was rising in recognition and paired that with further market analysis to validate demand. As a result of matcha isn’t a seasonal product, we had been capable of assume that demand would stay regular.

Google trends result for "Pumpkin."

An instance of utilizing Google Traits to higher perceive combination demand of a given product.

Find out how to discover market demand

Whereas 1:1 conversations with actual folks can present a ton of priceless insights, there are methods to get further information and make this course of extra priceless and streamlined.

There are two nice locations to “pay attention” to shoppers: search engines like google and yahoo and social media.

1. Use SEO instruments

Let’s take into account our search engine optimization instruments. Key phrase Surfer is a free Google Chrome add-on from Surfer search engine optimization that permits you to get insights from search engine consequence pages (SERPs) straight—no dashboard or login required.

It provides you search quantity, key phrase strategies, and estimated natural site visitors for all ranked pages. You may get a lay of the land earlier than doubling down on a product concept impressed by search tendencies.


You may as well discover inspiration in Google Traits by typing in key phrases, phrases, and subjects to see how regularly customers search these and associated phrases. You may filter by time interval, nation, and even metropolis. It’ll additionally reveal the place these searches are trending.

Very similar to the trending international locations, the particular cities trying to find our potential product give us perception into the distribution of curiosity and may give you perception into the place it is best to focus your advertising and marketing efforts do you have to determine to maneuver ahead.

Try Google’s “just lately trending” web page for rising subjects. Right here, we will see there’s been some curiosity in telephones. Ecommerce entrepreneurs may take a look at that as a approach to drill down additional into iPhone equipment particular to this mannequin.

Google keywords for cell phone search.


Now we’ll head over to Google Key phrase Planner. (You’ll must open a Google Adverts account, however it’s free to take action. Creating an account now will finally be helpful for while you launch your ecommerce enterprise.)

Key phrase Planner means that you can seek for key phrases to find out the common month-to-month search quantity on Google for that time period and associated search phrases. If we sort in “iPhone equipment,” Key phrase Planner provides us an entire record of comparable key phrases that may function inspiration for product concepts and validation for market demand. Fewer searches doubtless signifies much less demand.

Google Ads console.

To your personal market demand analysis, use the concentrating on settings to get information out of your meant market. You need to be sure you’re concentrating on the international locations you propose to promote to.

In your record of outcomes, there are three issues to concentrate to:

  • Lengthytail key phrases. Lengthy-tail key phrases are key phrases which can be made up of three or extra phrases. You’re not simply searching for long-tail key phrases, however lengthy tails which can be carefully associated to your product and area of interest. For instance, “hdmi to lightning cable” comes up in our iPhone analysis.
  • Excessive search quantity. This may be subjective. Nonetheless, you need to take a look at long-tail key phrases which have a good search quantity every month. Increased search quantity means extra persons are searching for your potential product. This may begin to provide you with an excellent understanding of how in-demand your product is.
  • Competitors. This column refers to what number of different persons are actively bidding for and competing to indicate up in queries associated to that key phrase. Low competitors usually signifies that it could be simpler to rank for these key phrases and cheaper to buy advertisements primarily based on these key phrases.

There is no such thing as a minimal variety of related searches monthly we might suggest, however it’s essential to acknowledge the present potential. It’s additionally relative to different product concepts and key phrases.

Though Google sees its justifiable share of site visitors and queries, it’s not the one place to study market demand. Enter social listening.

2. Use social listening instruments

Social listening entails aggregating information from social media conversations about merchandise, industries, manufacturers, and so forth.

Many instruments permit you to filter conversations, goal particular geographic areas, and pull summarized analytics stories you should utilize together with different information. Every device works in a different way however all of them accomplish the identical factor relating to researching market demand.

Primarily, you’ll enter a number of key phrases and the device will pull social media posts that point out or are related to that key phrase. You may see what the sentiment is, the place persons are speaking about it, and even what they’re truly saying about it.

However market demand is about extra than simply calculating curiosity in a product. It’s additionally about understanding how a lot of a product your market will buy and at what value level.

Have a look at public details about product gross sales—trade stories, case research, and so forth. An excellent old school Google search can also be an ideal start line. We searched “how many individuals buy iPhones?” and located this information from Statista:

iPhone ownership trends.

If we had been to go the iPhone equipment route, we might use this quantity as a place to begin to estimate the potential market demand, after which drill down additional into accent information to get a greater estimate.

Now we have to take a look at pricing. Discover what your rivals are promoting the identical or related merchandise for. It’s a good suggestion to take a look at a spread of rivals right here, each direct-to-consumer manufacturers and people that may be discovered on different on-line marketplaces. These are essential information factors to notice.

Free Information: Find out how to Discover a Worthwhile Product to Promote On-line

Enthusiastic about beginning a enterprise, however unsure the place to start out? This free, complete information will educate you learn how to discover nice, newly trending merchandise with excessive gross sales potential.

How do you calculate market demand for a product?

Able to put all this data to work? Let’s crunch some numbers in a hypothetical instance.

We’ll return to the iPhone equipment concept—we need to promote “Billie Eilish iPhone instances,” which was one other one among our long-tail key phrases we present in Google’s Key phrase Planner.

A fast look on Google Procuring exhibits that these cellphone instances go for wherever from lower than $1 to as a lot as $25 every These are essential information factors.

Now, we take a look at particular person demand. What number of Billie Eilish iPhone instances do folks purchase and at what value degree?

Riley, our first buyer, likes to modify out her cellphone case regularly—and he or she additionally breaks it quite a bit. She usually buys a brand new iPhone case each month—over the course of a 12 months, six of these function Billie Eilish. Our second buyer, Sandra, makes her instances last more, so she solely buys two a 12 months. Each of these are Billie Eilish.

Nonetheless, as we alter the given value, we additionally affect each Riley and Sandra’s conduct. As costs rise, each will doubtless buy iPhone instances much less regularly as client revenue is proscribed.

Right here’s what that appears like for a full 12 months:

Example of how you calculate market demand for a product
When costs improve, Riley and Sandra purchase fewer iPhone instances, impacting market demand.

Discover how as costs go up, demand goes down. That’s just about common for all merchandise and all markets (although there are all the time exceptions). To get an concept of complete market demand, you’d repeat the above course of for every buyer.

Be taught extra: Find out how to Begin a Cellphone Case Enterprise

Bringing all of it collectively

It’s all the time nice to be enthusiastic about your small enterprise concepts. It’s equally essential to logically and objectively analyze the viability of your product by figuring out whether or not there’s combination demand for it. Whenever you perceive market demand, it’s simpler to precisely forecast so that you don’t fall sufferer to buying an excessive amount of or too little stock. Blissful researching!

Figuring out demand FAQ

What are the three necessities of demand?

  1. Shoppers should want a services or products.
  2. Shoppers have to be keen to buy the services or products.
  3. Shoppers should have the sources to have the ability to purchase the services or products.

How do you improve demand for a product?

Whereas there are lots of elements that go into the demand of a services or products, there are some things you as a web based retailer proprietor can do to extend demand.

  • Use advertising and marketing to generate consciousness on your merchandise.
  • Educate your audience on the worth of your services or products.
  • Use real shortage to extend demand.
  • Spend money on product advertising and marketing and analysis.

What’s the demand curve?

The demand curve is a visible illustration of the connection between the value of an excellent or service and the quantity of amount demanded over time.

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