Now, if instead of putting a technology gadget in your webshop, you offered a use-case specific service, for which a segment of your customer have a clear need, your webshop would serve not as a shopping window' but as a transaction platform.
It would serve your customers on their digital smart home journey as they acknowledge new needs and preferences during the journey.
An example would be Anyware's Remote Vacation Home Monitoring service: Customers without a vacation home would not care (you would need to offer other services to them), but those with a vacation home would find this offer super relevant and useful.
If you offer the first Smart Adaptor to these customers as a give-away and/or part of a campaign, they would use your webshop to get familiar with the offer and potentially buy additional Smart Adapters for their own home.
In addition to new revenues, you would gain stickiness and retention of these customers.