Most eCommerce businesses have products in the catalogue that should be selling, but never really get the chance.
They are live. They are available. They might even be perfectly good products.
But if they are not getting clicks, they are not really competing.
That was the challenge for Thortful, an online greeting card marketplace with a large catalogue and a lot of potential sitting below the surface.
The account had products. The issue was visibility.
Before working with Shoptimised, Thortful had a clear catalogue visibility problem.
Only 8% of products generated 100% of revenue.
At the same time, 80% of products had no clicks at all.
That meant most of the catalogue was not being meaningfully seen, clicked, or given a chance to convert.
There was also wasted spend to address, with 13% of budget being spent on non-converting products.
This is a common issue in Google Shopping. A small group of products can end up carrying performance, while the rest of the catalogue sits in the background. Over time, growth becomes harder because the account keeps leaning on the same products again and again.
For Thortful, the opportunity was not about pushing more spend into the same small set of winners.
It was about finding a way to give dormant products a fair route into the auction.
The first step was identifying the products that were not getting visibility.
We analysed product-level performance and found the parts of the catalogue with no clicks. These products were not contributing to revenue because they were not being seen in the first place.
From there, we launched Incremental Sales campaigns.
The aim was to give overlooked products a separate path to compete, instead of forcing them to fight for space against products that were already performing.
This helped Thortful separate the products that needed more visibility from the products that were already doing their job.
It also created a clearer structure for measuring what was genuinely incremental.
The results showed how much potential was already sitting in the catalogue.
Thortful generated:
£1M+ incremental revenue
6x more cost efficient sales
+48% more of the catalogue generating revenue
That last point matters.
This was not just about one revenue number. It was about making more of the catalogue contribute.
By activating products that had previously been dormant, Thortful was able to create a wider base of revenue and reduce reliance on the same small group of products.
A product with no clicks is not necessarily a bad product.
Sometimes it is a visibility problem.
If the product never enters the auction, it never has the chance to sell. That can make parts of the catalogue look weaker than they really are.
Incremental Sales is designed for exactly this kind of challenge. It helps retailers find the products being missed, give them a separate route into Shopping, and measure the revenue they create.
For Thortful, that meant turning dormant products into more than £1M in incremental revenue.
If most of your revenue is coming from a small percentage of products, there may be more opportunity in your catalogue than your current setup is showing.
Thortful already had the products. What changed was how those products were given visibility.
More of the catalogue got a chance to compete, and more of it started generating revenue.
Find out which products are being missed, and what that could be costing your Shopping account.
