Launching a merch business involves making goods that promote your brand’s message, personality, or style. It’s a popular business strategy among YouTubers, podcasters, indie bands, and local shops that are trying to connect with their fans. Your merch (short for merchandise) business can sell any product that fits your brand and turns your idea or design into a physical item: T-shirts, coffee mugs, stickers, baseball caps, tote bags, etc. For example, a local bakery might print fun oven mitts and aprons, while a popular travel blogger might sell passport holders.

It might seem like a straightforward venture: design a piece of clothing, find a printer, and sell. But in practice, there’s more planning involved. You need to figure out your intended audience, pick products they’ll actually purchase, connect with reliable suppliers (or print-on-demand partners), create an online storefront, and find a payment processor.

If done well, the merch business can boost brand awareness and provide a new source of revenue. The global custom T-shirt printing market was worth $5.16 billion in 2024 and is expected to grow 11.50% annually from 2025 to 2030.

Below, we’ll discuss how to start a merch business, including how to choose products and a selling platform and how Stripe can help you accept payments.

What’s in this article?

• How to choose the right products for your merch business
  
• What platforms can you use to sell merch?
  
• How do you design and produce your merch?
  
• How can Stripe help with a merch business?
  
• What are the best marketing tactics for selling merch?
  
• What are common challenges in a merch business, and how do you solve them?
  

How to choose the right products for your merch business

A merch business often starts with selling apparel, specifically T-shirts and sweatshirts because they’re widely beloved. But it can sell many other products such as keychains and hats. Here are a few points to consider before you choose:

Relevance to your audience

Think about the daily lives of the people who follow your brand. What do they do for fun? Where do they hang out? What’s their sense of style? These questions can help you understand what products your supporters would actually want. A craft brewery, for example, might have an easier time selling branded pint glasses than phone cases because the former reflects the pub experience. A guitar teacher might see better results with custom guitar picks or fun T-shirt designs that reference music theory.

Feasibility to produce

T-shirts are easy to source and print through on-demand services. Other items, such as embroidery-stitched hats, might require specialized equipment or a vendor with specific skills. If you’re planning to offer ceramic items such as mugs, confirm that your supplier knows how to handle that product safely so it doesn’t arrive with chipped edges or faded graphics.

Profitability

Investigate potential costs in materials, printing, shipping, and any extra packaging. Then determine a retail price that makes sense. If you can’t reliably turn a profit on a product, it might be more trouble than it’s worth. On-demand platforms usually give you a cost estimate for each item so you can see how much you’d earn once you set a retail price.

Brand consistency

If your brand is sporty, a line of athletic wear could fit. If your brand leans toward eco-friendly messaging, pick biodegradable or organic materials when possible. Shoppers are typically more likely to purchase items that match a brand’s overall story and have a cohesive visual identity.

There is no universal set of rules for deciding which products to sell. Each brand has its own style, and the best plan is one that makes sense for your goals and your customer base.

What platforms can you use to sell merch?

The rise of ecommerce has allowed creators and businesses of all sizes to establish online stores. Three popular platforms—Shopify, Etsy, and Spring—offer different benefits. Picking the right one depends on how you envision your store’s look, how much customization you want, and where you think your customers are most likely to shop. Here’s a look at each platform:

Shopify

Shopify is a go-to choice if you want a personalized online store. For a monthly fee, you can choose from hundreds of themes or customize your layout with drag-and-drop features. You fully own your storefront and have access to a wide range of apps to add functions, such as print-on-demand integrations and marketing tools. People who want a branded experience often gravitate toward Shopify because it lets them style their stores as they would their websites.

Etsy

Etsy is a marketplace that attracts people who want handcrafted, vintage, or artisanal products. If your merch has a creative, artistic flair—think custom illustrations, clever personalization, or striking limited prints—Etsy’s user base could be a built-in advantage. Though it’s less customizable, Etsy provides access to shoppers who are ready to buy. Etsy charges listing fees and takes a small commission from each sale.

Spring

Spring is a print-on-demand platform that specializes in apparel and accessories. Spring’s system is pretty simple: upload your design, choose products, and set a price, and then you’re ready. Spring handles production and shipping so you don’t have to worry about logistics. However, your customization options for your storefront are limited. Spring’s draw is its simplicity: it’s designed for people who want to sell merch without working directly with printers or shipping vendors.

In practice, many sellers use multiple platforms. You could build an ecommerce site on Shopify and sell your goods on Etsy for extra exposure. Or you could start on Spring while you test designs, then switch to a custom site once you see which items resonate with customers. The goal is to be where your audience is.

How do you design and produce your merch?

Quality designs can give your merch a unique touch that distinguishes it from similar items. That doesn’t mean you need the budget of a global sports brand, but it does require attention to detail on print quality, fabrics, sturdy packaging, and more. Below are steps to guide you from concept to shipping.

Conduct research for inspiration

Browse other stores and social media accounts you admire and the styles, patterns, or colors you’re drawn to. Inspiration can also come from offline sources such as vintage postcards, old record covers, movie posters, and local signage. Gather any reference material that reflects the style you want to project.

Hire a designer or use a template

If you’re skilled at graphic design, you’re likely well equipped to design your merch. Otherwise, consider hiring a designer from a freelance platform or local network. Another option is to use user-friendly software such as Canva, which includes templates. Just ensure the final design looks polished and aligns with your brand.

Pick your production method

• Print-on-demand services: Providers such as Printful and Printify (often integrated with Shopify) let you upload your design and choose from T-shirts, hoodies, tote bags, and more. Once you do, the provider prints and ships your product so you don’t have to manage inventory.

• Local suppliers: Working with a local print shop can give you more control over your product’s final quality. You can visit the shop, check the materials, and negotiate deals for bulk orders. The downside is you’ll need storage for unsold items and likely have to manage shipping yourself.

• Hybrid approaches: You might print small quantities of custom garments locally to maintain top-notch quality and rely on print-on-demand services for simpler items such as stickers and phone cases.

Test samples

Request samples before you commit to a large run. A design might look bold on your computer screen but appear faded on the actual product. Materials might feel scratchy or cheap. Physical samples let you make adjustments to color, size, or design placement.

Monitor your packaging

The unboxing experience can shape how customers feel about your brand. If you’re shipping T-shirts, use packaging that’s easy to open and keeps the shirt clean. If you’re sending mugs, add proper cushioning to prevent breakage. Some sellers slip a small thank-you card into the package, which can encourage repeat business.

How can Stripe help with a merch business?

Once your store is ready, you need a way to accept payments. Stripe is a popular payment solution for online shops because it integrates with many ecommerce platforms. It can process transactions in numerous currencies, provide customizable checkouts, and simplify the finances of running an online business. Here are some of the reasons why people often choose Stripe:

• Straightforward setup: Stripe offers clear documentation and a user-friendly dashboard. On Shopify, for example, after you enable Stripe as your payment method, you follow a few prompts, and then you’re set. You won’t need to follow complicated, distinct processes to accept credit cards, digital wallets, and local payment methods.

• Security features: Stripe monitors transactions for fraudulent activity and helps keep payment data safe. This means business owners don’t have to manage complicated compliance tasks on their own.

• International support: If you plan to ship your merch across borders, Stripe can handle payments from a wide range of locations. You won’t need separate systems for the UK, Canada, Australia, and so on.

What are the best marketing tactics for selling merch?

Marketing is a significant factor in whether your items sell. Though you can market your merch in many ways, some tactics are easier to implement and tend to yield better results.

Influencer collaborations

Partnering with social media figures whose brands fit with your business is a practical way to reach a new audience. For example, if you’re releasing a new line of travel-themed tote bags, you might ask a popular travel blogger to post an honest review. Be up front about what’s expected: some influencers prefer a flat fee, while others prefer a commission on sales.

Limited-edition drops

People like exclusivity. Releasing a product that’s available for only a short time or in limited quantities can stir interest. If fans know there are only 50 shirts with a special anniversary design, they might be more motivated to act quickly. Some businesses make these limited runs a regular event (e.g., monthly, quarterly) to keep excitement high.

Social media promotion

Instagram, TikTok, and Facebook are prime channels for showcasing your designs. Post a video that shows the fit and feel of your signature T-shirt or behind-the-scenes footage of your production process. Consistency matters with social media; posting once a month won’t gain you much traction. Look into scheduling tools to keep your feed active and your brand visible.

Email newsletters

Email is a powerful tool for many online sellers. Send a short weekly or monthly email to announce new product releases and upcoming discounts or display images of customers wearing your merch. You can also offer incentives, such as free shipping, to encourage website visitors to join your mailing list.

Giveaways and contests

Free merchandise can also spark interest. You could run a social media contest that people enter by commenting, sharing, or tagging friends or a giveaway for newsletter subscribers. Engaging your audience can bring in new followers, especially if participants need to spread the word to enter the event.

Pop-up shops and local events

Though most merch businesses are online, in-person exposure can be powerful. A weekend pop-up shop at a local market, festival, or concert lets people see and touch your merch. This can be especially useful if your designs rely on fabric quality, intricate graphics, or specialized printing methods that look better up close.

What are common challenges in a merch business, and how do you solve them?

Merch businesses can encounter obstacles. For example, your shipping costs could be too high for overseas customers, or your T-shirts might shrink in the wash, prompting complaints. Below are a few common issues and how to fix them.

Quality control

• Challenge: Designs peel off after two washes, or the print looks faded out of the package.

• Solution: Partner with reputable printers. Order samples from two or three vendors before you commit, and wash-test items multiple times. If you’re using a local supplier, visit it to see its process.

Pricing issues

• Challenge: Your products feel too expensive for some shoppers or are too cheap to yield a profit.

• Solution: Determine a fair price by factoring in the cost per item, shipping, and transaction fees. Monitor your competitors in similar niches to see how their pricing compares. If you’re selling premium items, let customers know why those cost more (e.g., organic materials, ethical labor practices).

Shipping delays

• Challenge: Packages arrive late, upsetting customers who then flood you with emails or post negative reviews.

• Solution: Choose reliable carriers, and communicate estimated shipping times. Provide tracking codes whenever possible. During the holiday season, add a buffer to your stated delivery times to account for delays.

Cheap copies

• Challenge: Someone copies your original design and sells it in their store, often for a lower price.

• Solution: Watermark your product images online. Though it’s difficult to prevent all design theft, sometimes quick action (e.g., contacting the platform that hosts the copycat store) can get the listing taken down. Consult legal counsel if you suspect ongoing copyright infringement.

Inventory management

• Challenge: You invest in 500 hoodies that don’t sell, which leaves you scrambling for storage space.

• Solution: Test your designs in smaller batches or use print-on-demand services to avoid paying high up-front costs and keeping too much inventory. If you do bulk orders, consider doing a presale campaign to gauge demand.

Marketing

• Challenge: Early buzz fades, and your sales stagnate.

• Solution: Try fresh marketing angles. Host a live online event, tease a new design reveal on social media, or collaborate with a brand that shares your target audience.