Products on Category pages – Linkjuice question

I have an ecommerce site, selling for example football shoes.
There are close to 100 of them in this "Football shoes" category.
Like adidas, nike, blue, red, striped etc..

How many products should I show to costumers in the category (shop.com/football-shoes) before the "show-more/next" button? (pagination has been used in this case)

I want to rank category pages the most. Longtail keywords and individual product pages are not so important.
Is it right that the less product i have…

Products on Category pages – Linkjuice question