Some of the greatest artists know that minimal is best.
Natanïel had a completely white house at one stage. He said he needed the blank spaces in order to let his mind go crazy and create.
The same applies to your business, your online marketing and your website. Be careful not to go too wild with departments, products, variations etc etc. Keep the ideas and the execution simple and easy to use. That way, the tech will be easier to manage and your clients will have an easier time navigating your pages.