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How does PurelyGoods approach product research on bol with its own scoring system?

Lars Hurkmans·Co-founder·3 June 2026·Temps de lecture 10 minutes

PurelyGoods, a bol seller reportedly doing around €50,000 in revenue a month, scores every candidate product with its own points system. Brothers Floris and Jelle Boeijer weigh search volume, revenue, competition and reviews, validate with the niche explorer, keyword guide and product database, and only calculate profit afterwards in the profit calculator.

PurelyGoods is a bol seller run, together with its sister brand Lacera, by two brothers, Floris and Jelle Boeijer. They've reportedly been active on bol for about three years, work with Shipped by bol (LVB), and with PurelyGoods do on average around €50,000 in revenue a month. In this article they walk through their own product research step by step in MarktMentor. Where our own series explains the framework for product research on bol and research through keywords with the niche explorer, here you see how a selling business applies that approach in practice. The figures and choices below are PurelyGoods' own: they're their examples, not standards or expected results.

Which two strategies does PurelyGoods use when choosing a niche?

For choosing a niche, PurelyGoods distinguishes two strategies: a return strategy and a value strategy. With a return strategy you aim for a broader, more generic store; with a value strategy you go deep into one specific niche. For this article, Floris and Jelle chose the return strategy, because it lets them most clearly show which filters they use.

For them, product research starts with a bit of market research: choosing a niche. That can be targeted, by starting directly in a specific niche, or generic, by casting a wide net and seeing what comes your way. Which strategy fits depends on how you want to run your business on bol. Floris and Jelle also value evergreen niches, meaning products that sell steadily all year round without big peaks and dips. That way sales stay even throughout the year. That's also a deliberate choice, not a must; it depends on how you prefer to run things.

Which filters does PurelyGoods use in the niche explorer?

Floris and Jelle first narrow down the market with a series of filters in the niche explorer, so they go from a broad supply to a manageable list of candidate products. For the demonstration in this article they used, among others, these values:

• Number of products: at least 100 visible products in the niche.
• Annual revenue: from €40,000.
• Price: high ticket, so at least €50.
• Search volume: a high minimum, around 200,000 in the article, because a niche quickly forms its own sub-market.
• Search trend: a growing niche, with growth between roughly 10% and 40%; they chose 30%.
• Evergreen: checked, for stable sales throughout the year.

These are PurelyGoods' own deliberate choices, not fixed settings. What you filter on depends on you as a seller and on your strategy. You'll find the tool itself on the niche explorer page. This filtering yielded, among others, the bathroom cabinet, a product Floris and Jelle build on and include in their scoring system.

What is PurelyGoods' scoring system for product research?

The scoring system is a scoring model in which PurelyGoods gives every candidate product points on a fixed set of criteria from product research. The points add up to a total potential score, which they use to compare products against each other. Floris and Jelle put it together themselves based on the elements they consider important.

Floris and Jelle share both their scoring system and the example Excel sheet from this article, so you can adopt them yourself: check out PurelyGoods' scoring system and the example Excel sheet.

The scoring system includes these components:

• The search terms the product is found under, with an optional URL purely for reference, without a score.
• The average monthly search volume.
• The views per listing: the more views per listing, the relatively less competition there is against demand.
• The average monthly revenue.
• The item price, in this case at least €50 or the average price.
• The average review score: do you want to target a market with lower or with higher average review scores?
• Repeat orders, especially relevant for customer value: as long as a customer is happy with your product, they come back.
• A-brands, which you can filter out if you don't want to compete with them.
• Evergreen, depending on how you want to run your business on bol.
• The quality of the listings: for the best-findable listings, ideally the top ten, you assess delivery promises, reviews, description and title and give an average score.
• The total score, as the sum of the points.

How do you weight the criteria in a scoring system?

All the main criteria for product research are included; what you decide yourself is the weighting you attach to each criterion. PurelyGoods gave monthly search volume up to 20 points, the same as achievable revenue, because those are the ones they weigh most heavily. They also found views per listing relevant, while the average review score mattered less to them.

That weighting is a deliberate choice of their own, not a fixed standard; you decide yourself what matters for your strategy. At the time, Floris and Jelle wanted to specifically choose a product in a niche where, in their own words, they could become the very best, and that shaped how they distributed the points. Someone else might see it very differently.

How do you score a product with the scoring system?

To show how the scoring system works in practice, Floris and Jelle scored a bathroom cabinet. They pull the data points from the niche explorer, the keyword guide and the product database, enter them into their own sheet, and add up the points. For this one product it looked like this:

They derived revenue from the product database: the bestseller within the search term bathroom cabinet did about €53,000 a year, which, divided by twelve, comes to roughly €4,000 to €4,500 a month. On PurelyGoods' scale, that scored 0 points. If you find that scale too strict, adjust it yourself; that's exactly the point of your own weighting. The 125 views per listing came from the keyword guide, and they rated it very high, worth the maximum 10 points.

For A-brands, they concluded for now that there weren't any, though they're honest that they don't know that market well, so it deserves further research. Evergreen was already established from the niche explorer. They assessed listing quality not just with the 1-to-10 score in MarktMentor, but also by going through the top ten listings on bol themselves, looking at image, reviews and product description; that scored 4 points. In total, Floris and Jelle worked out five products, with potential scores between 60 and 65. All these figures are their own example values, not benchmark numbers for your niche.

How do you funnel from many products down to one candidate?

The goal of product research is to keep narrowing the funnel, from many products to a single candidate and eventually to a winning product. PurelyGoods sorts the potential scores from high to low and takes the highest into the next step. In this article, the handheld vacuum came out on top, so Floris and Jelle carried that as the only product into step two.

In that step they narrow down the product further with a number of extra columns:

• Rating: an average of 4.1 stars.
• Number of reviews: around 96. They specifically look for a low number of reviews, since that makes entering easier and puts you closer to the competition. If an average number of reviews is 500, you compete harder than at 10. With a low average review score, you can also make product improvements and address the criticism you pull from the reviews in MarktMentor with your USPs.
• Active A-brands: they assumed three.
• Price sensitivity: from the product database, sorted by revenue, the handheld vacuum (a crumb sweeper) was priced at €195, with an average between €99 and €150 and an outlier at €28; they judged that medium to low.
• Evergreen score: based on the niche explorer, search volume over the past two years was fairly stable, with some peaks and dips, so a 5.
• Package size: the product database showed most products fall into size M or S, occasionally L (the vacuum); they assumed an M package.

PurelyGoods usually sources its products through Alibaba. They included a product URL and made an initial purchase estimate, for convenience €5 per unit. One tip Floris and Jelle share: use Google Lens or copy a listing's product image to find similar products on Alibaba. We cover how to approach that sourcing process in our article on sourcing through Alibaba.

How do you calculate a product's profit on bol?

Only once a product survives the funnel do Floris and Jelle calculate the profit with MarktMentor's profit calculator, either via a comparable product in the product database or via the more extensive profit calculator within product research. That way they see what's left after all the costs. For the handheld vacuum they entered, among others, these example values:

• Initial purchase: 50 units at €5, so €250.
• Transaction costs: about €12 via Alibaba.
• Transport costs: a sea freight shipment of about €150, also calculable via MarktMentor.
• Packaging costs: about €1 per unit.
• Other costs: €100 in total.
• Commission costs: applicable, with shipping method LVB and LVB size M.
• Returns: an expected return rate of around 5% (which can be higher for electronics), with return costs of €2 per unit.
• Advertising costs: assuming a TACoS of 12%, meaning the share of your total revenue that goes to advertising, and a desired margin of €80 per unit, they arrived at about €10 per unit.

With the selling price and the VAT rate added in, the margin in this example came out to roughly 50%. That's the outcome of this specific input, not an expected margin: with different purchase, transport or advertising costs, that figure shifts. PurelyGoods itself estimates return sensitivity at an average of 4 to 5%, depending on the usage period, expectations and the complexity of a product. Exactly how bol's return rules work is covered in our article on returns on bol. We cover the full cost breakdown behind your margin in calculating a product's profitability.

Which legal requirements and risks do you weigh before buying in?

Before buying in a product, Floris and Jelle weigh the legal requirements and the risks, since those are tied to how complex a product is. Electronics carry more requirements and risks than a simple product.

The handheld vacuum is electronics, so it's not something you buy in without thought: you need a CE mark, and for the German market, for example, a WEEE registration. With medical products (MDR), hassle can arise in the long run. On the risk side, electronics carry things like fire hazard, something you need to be aware of before you start selling. We cover what you need to arrange for compliance and CE marking in our article on product compliance and CE marking on bol.

In the end, Floris and Jelle weigh all this against each other and end up with a final list of products. If the data alone doesn't settle it, as a last step personal affinity also counts; for them that mattered when starting a new brand. The underlying approach stays the same though: PurelyGoods mainly pulls the data from MarktMentor to make well-considered choices, and exactly how you set up your own scoring system is entirely up to you.

In short

• Two strategies. PurelyGoods chooses between a return strategy (broader, more generic) and a value strategy (going deep into one niche), and values evergreen niches.
• Filters first. In the niche explorer, Floris and Jelle narrow down the market on number of products, revenue, price, search volume, search trend and evergreen.
• Their own scoring system. Every product gets points on search volume, revenue, views per listing, price, reviews, repeat orders, A-brands, evergreen and listing quality, with their own weighting.
• Validate with the data. They pull the individual data points from the keyword guide (views per listing) and the product database (revenue, prices, package size).
• Profit only at the end. In the profit calculator they work through purchasing, transport, commission, returns and advertising costs (TACoS) to arrive at a margin.
• Weigh requirements and risks. For electronics that includes a CE mark, WEEE and risks such as fire hazard; if the data alone doesn't settle it, personal affinity counts as the final factor.

If you want to know which skills all come together here, read what you need to be able to do to succeed on bol.

Read more:

• The framework for product research on bol
• Product research through keywords with the niche explorer
• Calculating the profitability of a product on bol
• Sourcing through Alibaba
• Product compliance and CE marking on bol