We recently analyzed conversion data from over 1,100 Shopify collections across our merchant base, and the results challenge a common assumption in e-commerce: that more product options lead to more sales.

The Data

Here’s what we found:

• Collections with fewer than 10 products: 2.30% CVR
• Collections with 11-20 products: 2.17% CVR
• Collections with 51-100 products: 2.00% CVR
• Collections with 501-1000 products: 1.88% CVR

That’s an 18.4% decline in conversion rate from the smallest to largest collections.

Why This Matters

The psychology behind this is well-documented. When customers face too many choices, decision-making becomes harder, not easier. They experience what researchers call “choice overload” — and often, they simply leave without buying anything.

Think about your own shopping behavior. When you’re browsing a collection with 8 curated items, you can mentally process each option. When you’re scrolling through 500 products, you’re overwhelmed before you even start.

What You Can Do

This doesn’t mean you should delete products from your store. Instead, think about how you’re organizing them:

1. Create focused, themed collections — “Summer Wedding Guest Dresses” converts better than “All Dresses”
2. Use merchandising rules to surface your best products — Don’t bury bestsellers on page 3
3. Consider pagination or filtering carefully — Make it easy to narrow down, not just scroll endlessly

The most successful merchants we work with treat their collections like curated experiences, not product dumps. They understand that their job isn’t just to show inventory — it’s to help customers find what they need quickly and confidently.

The Bottom Line

Sometimes the best merchandising decision is showing less. Your conversion rate will thank you.