This study aims to identify if the niche products are capable of constituting a market as big as that of hits market, in the online retail of products of home and decoration sector in Brazil, through the study of a company that has adopted the long tail strategy. As secondary purposes, the study aims to find out what other reflexes can be seen in sales after the adoption of the strategy. The research was conducted through consultations with internal company documents and interviews with employees responsible for the virtual store that is the target of this study. The study uses the unique case study methodology to better understand its subject matter.