Try Recommending instead of showing equal choices.
The paradox of choice is a funny thing. You can give someone so many options that they no longer have any options at all. There are plenty of psychological studies that show how paralyzing too many choices can be.
Presenting tons of options can be a barrier to entry.
In order to combat such analysis paralysis, try emphasizing and highlighting certain options above others.
Only show the most popular products
You can ease the burden on new comers by only showing the most popular products and a link to the rest for people who really want to search through more of them.
Chunk them into smaller groups of similar products
Sometimes there really are a lot of equally valid options where recommending one over another is just a dice roll. In these cases you can usually group similar products so the user can choose from just a sub-set of products that are easier to digest.