It can also be used more broadly to refer to "products", "materials", or "stuff".
For example, you might see "tovar" used in the context of:
* "tovar dlya detey" (товары для детей) - goods for children
* "tovar pervoi neobkhodimosti" (товары первой необходимости) - essential goods
* "tovar v magazini" (товары в магазине) - goods in the store
So, the best English translation for "tovar" would depend on the specific context.