How to convince a client that a homepage doesn’t need all the content displayed simultaneously?

I am currently working on a homepage for a site listing many different types of products. The products sold are what they have currently acquired, meaning they never have the same things once it's sold.

I have set up the website as a tease; showing things based on user history, but also things based on how well its viewed in general. The user is supposed to either browse for inspiration on the homepage, or go straight to the categories listed in the navigation.

The client wants to list every single product on the homepage, separated by two tabs: "currently on sale" and "for sale soon". How do I tell him that a homepage is a gateway to other content, and its not a display case for all content available on the site? The current direction he wants to take seems to be to make the homepage a single page e-commerce website.

My question, is there any research to back up that this does not work for e-commerce? Or, if this is viable, how to go about it?