Reinier Zuydgeest, USP Marketing Consultancy Selling paint online is a niche business. How do you rate its potential? USP conducts the Home Improvement Monitor, a study on online purchases on home improvement products including paint. Our results this year showed that 3.1% of the number of paint purchases are done online. So, is it a niche market? Indeed, yes. But when we compare this to two years ago, it was 1.9% in 2015. And I expect it to grow further to 6% in the next two to three years . What are advantages and disadvantages to ...