Forum Moderators: not2easy
Bear in mind that with one's display resolution set to 1024x768 or higher, many people don't browse the web in a full screen window. Depending on the size of their window and the amount of "browser chrome" (toolbars, etc.) or other "desktop junk" they have eating up additional vertical space, 768 pixels is likely to still cause vertical scrolling.
Do some tests with your site's target market -- do they even mind the scrolling? Most successful ecommerce sites you see today all rely on vertical scrolling to provide product listings and product detail pages, sometimes with the most important/desirable/best selling items near the top quarter to one half of the page.
Depending on what software you're using to display your product catalog, the easiest way to reduce vertical scrolling would be to change how many products you're listing per page. Experiment a little until you come up with a page length that you like... but keep your users (customers!) needs and browsing habits in mind -- they're what matter to your bottom line.