In the fast-moving world of ecommerce, growth is not driven by simply adding more products. It comes from understanding which products to introduce, when to introduce them, and the reasoning behind those choices.
- Client
- Fizz.hu
- Capability
- Brand & comms strategy · Paid media
- Industry
- Retail
An especially relevant challenge
Fizz.hu was a marketplace operating in a highly competitive environment where consumer demand evolves alongside search behavior.
Unlike traditional ecommerce stores, Fizz functions as a marketplace with a distinct operating model, relying heavily on data to spot and act on emerging trends. To scale effectively, they needed sharper insights into what customers were actively searching for, and how those needs were being met across the market.
That is where Mito stepped in. Partnering with Fizz, we brought a data-driven perspective to their product expansion efforts. Our mission was to design a scalable, search-led framework that reveals genuine market demand, highlights untapped opportunities, and clearly maps out where Fizz could outperform competitors and deliver greater value to shoppers.
The roadblock hiding in plain sight
Fizz had a solid foundation in place, but they lacked clear insight into how well their existing assortment matched real market demand. They did not have a fast or reliable way to assess whether their catalog covered the most searched categories and in-demand brands, nor could they easily see where competitors might be filling those gaps.
This limited visibility introduced two major risks. On one hand, Fizz could miss out on valuable organic traffic simply because popular brands were not available in their inventory. On the other, they might succeed in attracting users through search, only to lose them immediately due to a narrow or incomplete product selection.
What Fizz needed went far beyond a basic keyword list. They were looking for a practical, visually driven analysis that mapped brand and category presence across the full competitive landscape. Something that would enable procurement teams to spot opportunities quickly and make confident, data-informed decisions. In short, they needed clarity, scalability, and speed, all grounded in real market signals.
The game plan behind the breakthrough
We built a fully data-driven framework designed to support long-term, search-informed product procurement. To initiate the process, we scraped the complete product catalogs from both Fizz and its major competitors, utilizing a no-code web scraping tool to extract the necessary data for our analysis. This allowed us to map out the marketplace in granular detail, down to brand and category levels.
Next, we ran high-volume research across all relevant Brand + Category combinations (for exeample: adidas + backpack, fossil + watch, hoover + dishwasher) measuring monthly search volume and estimating organic traffic potential using Google search data and our own CTR benchmarks. Our calculations took into account the complexity of ecommerce SERPs, including the presence of sponsored ads, to paint a realistic picture of organic opportunity.
The shift that sparked momentum
The outcome wasn’t a short-term boost in rankings, but a shift in mindset. Fizz now uses a dual-validation approach to product expansion: vendor partnerships are vetted not only for supply reliability, but for verifiable demand via search trends.
Our framework became a strategic tool for their team, guiding procurement decisions with clarity and confidence. The analysis provided Fizz with actionable insights into real user demand, identifying opportunities to reduce supply-demand mismatch and potentially increase the organic ROI of their product portfolio.
The wins that followed
We didn’t just fill gaps: we rewrote the playbook. With our support, by complementing partner-led expansion with search data, Fizz gained a clearer and more precise view of which growth opportunities were available and which were worth pursuing. This approach helped identify exactly which brands warranted a broader product portfolio, enabling more informed decisions, such as whether to request additional products from an existing partner or to expand the network with new partners to introduce a brand more effectively into the portfolio. Their procurement decisions are now grounded in organic search demand, helping them boost visibility, reduce inefficiencies, and ultimately, grow smarter.
What started as a market research initiative became a long-term strategic enabler. And that’s the kind of impact we're keen on delivering.
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