How to Sell Merch and Make Extra Money as a Musician
Selling merchandise (“merch”) isn’t just for superstar artists – it’s a powerful way for any musician to make extra money and engage fans. In fact, music merchandise has exploded into a multibillion-dollar business that helps even smaller artists stay afloat (theguardian.com). This step-by-step guide will show you how to sell merch online effectively, covering everything from sourcing free band merchandise options to building a band merchandise website, marketing your products, and handling logistics like shipping and customer service. Whether you’re looking to make your own merch free of upfront costs or boost album sales with creative bundles, we’ve got you covered with tips, examples, and proven strategies.
Step 1: Design and Source High-Quality Band Merch
Before you can sell merch, you need great merch! Start by brainstorming designs and product ideas that reflect your band’s brand and that your fans would love. Common merchandise includes t-shirts, hoodies, hats, posters, and stickers, but don’t be afraid to think outside the box – anything from tote bags to vinyl records or unique collectibles can work if it fits your audience. The key is to create high-quality band merch that fans will be excited to own and wear.
Design with Your Fans in Mind: Consider what imagery or phrases resonate with your fan base. Incorporate your band logo, album art, or inside jokes your supporters would recognize. If design isn’t your forte, hire a graphic designer or use online design tools. Remember, merchandise is a direct reflection of your artistry, so quality visuals matter. You want your merch to look professional and appealing, not like a rushed DIY job.
Choose Quality Materials: Fans will appreciate merch that lasts. Select reputable blank apparel brands and printing methods (like screen printing or high-quality direct-to-garment printing) to ensure the print doesn’t fade and the fabric feels good. A well-made shirt or hoodie will turn fans into repeat customers, while low-quality merch could hurt your reputation.
Reputable Merch-Making Companies: There are two main ways to source your merch: print-on-demand services or bulk production. Print-on-demand (POD) companies let you create merchandise with no upfront cost – you upload your design and they print & ship each item when an order comes in. This is essentially a make your own merch free approach, great for musicians on a budget. Popular POD services include Printful, Printify, Teespring, and Redbubble, all of which let you list products for free and only charge the base cost when you make a sale. POD is ideal for starting out, as you won’t be stuck with unsold inventory – it’s risk-free. On the other hand, if you expect higher demand or want more control over quality (or higher profit margins per item), you might opt for bulk orders from merchandise companies. Merch.ly, for example, caters to independent bands with budget-friendly bulk printing for apparel (gemnote.com), and Bands On a Budget is known for competitive pricing and frequent promo deals for band merch. General custom printing companies like Custom Ink or Vistaprint can also produce band merch (shirts, banners, etc.) with decent quality. Bulk ordering usually gives you a lower cost per item, but remember you’ll need to pay upfront and store/ship the items yourself or through a fulfillment partner.
Figure: Musicians showing off custom branded jackets. Designing unique, eye-catching merch that fans actually want to wear is crucial – it turns your supporters into walking billboards for your music. High-quality, stylish items (like these jackets) encourage fans to proudly represent your brand, spreading the word to potential new listeners.
Offer Variety and Creativity: To maximize your merch sales, offer a range of items at different price points. Sure, t-shirts are often the bestseller, but adding inexpensive options like stickers, buttons, or download cards (with a code for a free track or album) can entice more fans to buy something. Likewise, having a couple of higher-end items – say a deluxe signed vinyl record, a limited-run screen-printed poster, or even unique items like jewelry or a lyric booklet – can attract superfans. For example, the band Parachute included a beautifully printed lyric book as part of their merch line, which resonated strongly with their fanbase. Think about what makes your band unique and how that could translate into merch. Be creative: if you have a hit song, a catchy lyric on a shirt could be a big hit; if your genre or image has a certain aesthetic, reflect that in your product designs.
Step 2: Set Up a Band Merchandise Website
Once you have merch to sell, you’ll need a central online hub where fans can browse and buy your products. In today’s digital age, setting up a band merchandise website is easier than ever – even if you have no coding knowledge or a very limited budget, you have options (including free musician website platforms).
Dedicated Band Websites: Many musicians build an official website for their band that includes a store page for merch. This gives you full control over branding and lets fans find everything (music, tour dates, merch, etc.) in one place. You can use musician-focused website builders that make the process simple. For example, Loop Fans is a platform designed specifically for artists and labels to create websites with fan engagement features and integrated stores. With Loop Fans, you can build a slick site in minutes and sell physical or digital products (music, merch or even tickets) directly to fans. It’s an all-in-one solution – you can even start for free and upgrade as needed, making it a great free musician website option to get your merch store online. Other popular music website builders include Bandzoogle (which offers a 30-day free trial and templates for music & merch stores) and Wix Music. These services typically provide customizable templates, the ability to add a store page, and sometimes extras like mailing list integration or analytics.
E-Commerce Platforms: Alternatively, you can use general e-commerce tools to create your merch store. Shopify, for instance, is a powerful platform that many artists use for selling merch. It’s not free (after a trial, there’s a monthly fee), but it offers robust features like inventory management, a custom domain, and even integration with your social media and music platforms. (Shopify has a partnership with Spotify that lets you display merch on your Spotify artist profile, which is a neat perk for reaching listeners (blog.symphonic.com).)
If Shopify is too robust or pricey for your needs, lighter alternatives exist: Big Cartel is beloved by many indie musicians and artists. It allows you to launch a simple online store quickly, and Big Cartel’s free plan lets you list up to 5 products at no cost – perfect for a small merch catalog. You can use a custom domain and basic themes even on the free tier, meaning you get a basic band merchandise website for free, then upgrade as your merch line grows. Other user-friendly platforms include Sellfy (easy to set up a customizable storefront for digital and physical products) and Squarespace (known for beautiful templates, with an e-commerce add-on).
Music Marketplace Pages: Don’t overlook music-specific marketplaces that double as merch storefronts. Bandcamp is a prime example of a platform where you can sell music and merch side by side. If you already have fans buying your music on Bandcamp, listing your merch there is a no-brainer – fans can purchase a t-shirt or poster along with your album in one go. Bandcamp also has very artist-friendly revenue splits, allowing musicians to keep roughly 82–85% of merch sales, and they handle the payment processing for a small cut. Setting up merch on Bandcamp is free; they only take a percentage when you sell, so it’s very low-risk. Similarly, you might explore Merchbar (an online store that partners with artists to sell official merch) or Music Glue (popular in some regions for direct-to-fan sales) – though these often require more setup or approvals, and might be more relevant as you grow.
In summary, choose the web store solution that fits your needs and budget. If you want maximum control and branding, go for your own website (via Loop Fans or a similar builder, or an e-commerce platform). If simplicity and zero upfront cost are priority, use a free Bandcamp page or a free-tier Big Cartel store to get started. The goal is to have a functional, attractive online storefront so that when you start marketing your merch, fans have an easy way to find it and check out securely.
Step 3: Use the Best Websites and Platforms to Sell Your Merch
Beyond your own website, consider leveraging popular music merchandise websites and marketplaces to reach a wider audience. There are many platforms out there, each with pros and cons, so here’s a quick rundown of some of the best websites for selling merch as a musician:
Merch by Amazon: Believe it or not, Amazon has a service where creators (including bands) can sell custom t-shirts, hoodies and more via Amazon’s massive marketplace. It’s print-on-demand – you upload designs, and Amazon produces/ships when orders come in. You earn royalties on each sale. The huge advantage here is reach (Amazon’s search traffic is enormous). However, you have to request an invite and be approved for the program. Once in, it’s a pretty hands-off way to sell merch with no upfront cost, and fans get the benefit of Amazon’s fast shipping.
Direct-to-Fan Print-On-Demand Services: Aside from Amazon, other POD platforms tailored to artists exist. For example, Direct.app allows international print-on-demand merch without you handling inventory. Threadless is another creative marketplace where artists can upload designs and set up a shop; they handle printing, and you earn a commission. These platforms eliminate the risk of leftover stock and typically cost nothing to set up – a very “make your own merch free” approach. The trade-off is that per-item profit might be lower than if you print in bulk, but for many independent musicians, the convenience is worth it.
Your Own Online Store (Shopify or Big Cartel): If you built a merch site via an e-commerce platform (as discussed in Step 2), that is one of the best methods to sell – especially as you control the experience. With Shopify, you can even integrate your store with social media (like an Instagram Shop or Facebook Shop) to let fans buy directly from your posts. Big Cartel’s free/cheap plans are great for a starter band merch store on your own domain. These platforms don’t have a built-in audience like marketplaces do, so you’ll rely on your own promotion to drive traffic – but you keep more control and branding.
Bandcamp: Worth mentioning again here because it’s highly regarded among independent musicians. Bandcamp’s music-focused community means fans browsing there are already in a buying mindset (often looking for vinyl, CDs, and shirts from their favorite bands). Listing your merch on Bandcamp can lead to impulse buys from fans who came for your music. Plus, Bandcamp’s fee structure is musician-friendly and they allow merch bundling with music downloads easily.
Other Niche Platforms: Depending on your genre and fanbase, you might explore sites like Merchbar (which aggregates official band merch – often for more established artists with label support) or Etsy (if your merch includes hand-crafted or artisanal items, Etsy’s audience might appreciate it). Some artists also use eBay or Depop for limited drops or autograph runs, but those are less common for ongoing merch sales. The key is to put your merch where your fans are most likely to find it and trust the buying process.
Pro Tip: You don’t have to stick to just one platform. Many musicians have a multi-prong approach – for instance, selling digital music and standard merch on Bandcamp, while also running a specialized Shopify store for a fuller product line or limited editions. Just be careful to keep inventory in sync if you do this, and perhaps direct fans to one primary store to avoid confusion. Now that your merch and online store are set up, it’s time to get the word out and actually make those sales!
Step 4: Market Your Merchandise to Your Fans (and Beyond)
Having awesome merch and a shiny website won’t get you far if no one knows about it. Marketing is critical to actually sell merch successfully. Here are some of the most effective strategies to promote your band merchandise and boost sales:
1. Leverage Social Media Promotion: Use your band’s social media presence to showcase your merch regularly. Post photos and videos of your merchandise on Instagram, Facebook, TikTok, Twitter (X) – wherever your fans follow you. Get creative: you might do a fun reveal of a new t-shirt design, a behind-the-scenes video of your band unboxing the first batch of CDs or trying on the new hoodies, or a short clip of your singer talking about the meaning behind a specific merch design. Encourage fans to share photos of themselves wearing your merch, and then repost or story-share those (user-generated content is like free advertising and also builds community). Consistency is key – don’t just announce merch once and forget it. Remind people casually (“Packing up some orders of our new tour shirt – thanks for the support!” with a photo), celebrate milestones (“Only 10 posters left!”), and keep the hype up. You can even use features like Instagram Shopping to tag products in your posts or add a store link to your bio (if you’re using Loop Fans or another site, make sure the link to your merch store is prominent in all your bios).
2. Engage Your Email List: Email marketing may sound old-school to some, but it’s one of the highest-converting channels for sales. If you have a mailing list of fans (and if not, consider building one via your website sign-ups or Bandcamp fan followers), send out a dedicated email when you launch new merch or have a special offer. Craft a compelling subject line like “New Merch Alert: Exclusive T-Shirt + Limited Vinyl Inside!” and include nice images of the products. In the email body, you can even incentivize subscribers with a small discount code or freebie. For example, “Use code FAN10 for 10% off your merch order this week” or “Email subscribers get a free sticker with any merch purchase – just reply with your order number.” Email is great for reaching your core supporters directly; they’ve signed up because they care about your music, so they’re likely to care about your merch too. Just don’t spam too often – make your newsletters count with real news or offers.
3. Offer Limited-Time Deals and Exclusives: Creating a sense of urgency can drive fence-sitters to make a purchase. Plan occasional limited-time offers: e.g., a 24-hour flash sale, a holiday discount week (Black Friday, band anniversary, etc.), or a special pre-order period where merch is cheaper. Clearly communicate the time limit (“available this week only!”) so fans feel the FOMO (fear of missing out). You can also use limited edition items to similar effect – for instance, “We’ve got 50 autographed copies of our new vinyl – when they’re gone, they’re gone.” This scarcity can spur quick sales from dedicated fans. Many successful artists play with exclusivity; for example, pop artists might drop limited merch lines around an album release that sell out quickly, which only increases their desirability. As an indie example, country artist Aaron Lewis once bundled his album with branded playing cards and flasks tailored to his audience – practical items that added a ton of value – and it was a genius move that encouraged fans to buy quickly. Think about offering something special that isn’t always available, whether it’s a bundle, a signed item, or a quirky one-off product. And if something isn’t selling well over time, don’t be afraid to announce a discount or clearance to inject new interest – “last chance to grab this shirt 20% off before it’s gone!” can help move slow stock.
4. Bundle Merch with Music Releases: One smart strategy to sell more merch is to tie it in with your music releases. Whenever you drop a new single, EP, or album, consider creating merch bundles. For example, you could offer a “Album + T-Shirt Bundle” at a slight discount compared to buying them separately. Fans who were going to buy your new album might be tempted by the bundled shirt, and vice versa. You can also include a free digital download of your latest release with any physical merch purchase (easy to do on Bandcamp or via a download code in the package) – that way, even a fan who buys just a hat gets your music in their library too. Big artists have used bundles to boost their reach: when hip-hop artist Lil Pump released an album, he bundled digital copies with a flashy chains merch item, which helped drive his album up the charts. For independent musicians, bundling is less about charts and more about adding value for fans. It also encourages fans to spend a bit more than they might have otherwise, which means more revenue for you. Be creative: bundle a signed poster with a vinyl, or a sticker pack with a t-shirt, or even “buy a hoodie, get a free download of our acoustic EP.” From a fan’s perspective, bundles feel like a deal or a special package, and that can really boost sales.
5. Use Live Shows and Events: While this guide focuses on how to sell merch online, don’t forget to cross-promote between your online and offline efforts. When you play live shows, make sure to announce your merch table and mention that certain items (or maybe certain deals) are also available on your website for those who didn’t bring cash or prefer online orders. Conversely, after the show (or in social media posts about the show), remind fans that they can still get merch online. You can even create tour-exclusive merch that’s only sold at concerts, and then later move remaining stock to your website as “tour leftovers” – which often sell quickly if people know they’re the last of their kind. Always carry business cards or simple flyers with your merch website URL to hand out at gigs; many potential customers might check it out later from home.
6. Don’t Skimp on Freebies and Fan Rewards: Everyone loves free stuff. Including a small free band merchandise item with purchases can delight your fans and encourage word-of-mouth. For example, throw in a free sticker or button with each order, or a handwritten thank-you note – these little touches go a long way in fan satisfaction. You could also run social media giveaways (“Share this post for a chance to win free band merchandise!”) to increase visibility. Giving away a few shirts or hats in a contest might cost you a bit, but the buzz and new followers you get can more than make up for it. At live shows, having a few freebie items (like a bowl of stickers or download cards on the merch table) can draw people in – once they’re at your table picking up a free sticker, they’re more likely to browse your other items. Just be sure to budget for freebies so you’re not losing too much money on them; use them strategically as marketing investments.
Step 5: Handle Logistics – Pricing, Shipping, and Customer Service
With your merch designed, your merchandise website up, and orders (hopefully) rolling in thanks to your marketing, the final piece of the puzzle is fulfillment and customer service. Taking care of the nitty-gritty details will ensure you actually profit from merch and keep fans happy.
Pricing Your Merch: Set prices that cover your costs and provide a profit, but remain fair for fans. Research what similar bands charge for comparable items – there’s often a customary range (for instance, $20–$30 for t-shirts, $40–$60 for hoodies for indie acts). When starting out, you might price slightly on the lower end to encourage sales and not price out potential supporters. Remember to factor in all costs: the item cost (or production cost), fees from the selling platform or payment processor, and average shipping (if you offer “free shipping,” that cost comes out of your margin). It can be tempting to slap a high price to make more money per item, but you’ll likely sell less – sometimes lowering a price by even $5 can make items fly off the shelf. You can always adjust prices after seeing fan response. Also consider offering tiered options: basic versus premium versions (like a regular CD vs. a deluxe edition with bonus content) to capture different willingness-to-pay. As you gain data on what sells and at what price, refine your strategy. Ultimately, your fans should feel they got a good deal and you should be earning enough to justify the effort – find the sweet spot in between.
Shipping and Fulfillment: Decide how you’ll get orders to your fans efficiently. If you’re using a print-on-demand service or a platform like Merch by Amazon, they handle the printing and shipping for you – the trade-off being you have less control over packaging or shipping speed, but it’s hands-free. If you’re fulfilling orders yourself (common if you have inventory from a bulk order or stock items like CDs), set up a system to manage it. Keep your merch organized (shelves or bins sorted by size, etc.) so you can quickly pick items when an order comes in. Investing in some shipping supplies is wise: get mailers or boxes of appropriate sizes, packing tape, and a postal scale. You can print shipping labels at home (services like PayPal or ShipStation can help generate labels at discounted postage rates). Plan how frequently you’ll ship – fans appreciate speedy delivery, so aiming to mail out orders within a couple of days of purchase is a good practice. If you’re on tour or away, make sure to note on your site if shipping will be delayed. For international orders, be clear about potential customs fees or longer transit times. It might feel like a lot of work, but a smooth fulfillment operation turns orders around fast and keeps fans satisfied. Some bands eventually partner with merch fulfillment companies (like Hello Merch, which offers web stores and worldwide shipping for bands) once order volume grows, but to start, many artists do it DIY from their bedroom or garage. It’s absolutely doable – just stay organized.
Customer Service and Communication: Treat your merch buyers like the valued supporters they are. This means being responsive and helpful whenever they have an inquiry. Check your email (or whatever contact method you provided on your site) regularly for questions: fans might ask about sizing (“Does the medium fit true to size?”), shipping (“When will my order arrive in Germany?”), or even requests (“Can you sign my CD?”). Respond politely and promptly – a good rule is to reply within 24-48 hours. If a customer has an issue (package lost in mail, wrong size received, etc.), handle it with a customer-first attitude. For example, if an order gets lost, provide a replacement if possible; if you accidentally sent the wrong item, apologize and ship out the correct one ASAP (and maybe let them keep the wrong item as a bonus). These small gestures turn potentially negative experiences into positive ones. Also, clearly post your return/exchange policy on your site. For instance, you might allow exchanges for different clothing sizes, but maybe not accept returns unless an item is defective – whatever your policy, state it upfront to set expectations. Finally, after an order is completed, you can follow up with a thank-you email, or even a discount code for their next purchase to encourage repeat business (some e-commerce tools do this automatically). Taking care of your customers not only maintains a good relationship with existing fans but also increases the likelihood they’ll recommend your merch to friends – and word-of-mouth is priceless.
Inventory Management: As part of logistics, keep an eye on your inventory if you stock products. Nothing’s worse than promoting a new shirt only to realize you sold out of large sizes and forgot to restock. Track how many of each item you have on hand, and disable or mark “sold out” on your website promptly when you run out (or even better, use a shop system that auto-tracks inventory for you). If you notice an item is selling well, be ready to reorder or print more before it completely sells out so you don’t miss potential sales. Conversely, if something isn’t selling much, you now have the insight to perhaps discontinue that item or put it on sale to clear it out. This kind of attention to inventory and sales data will make your merch efforts more profitable and less wasteful over time.
Conclusion: Hitting the Right Notes with Your Merch
Selling merch as a musician is a fantastic way to earn extra income, promote your brand, and deepen the connection with your audience. By designing quality products that represent your music, setting up an accessible band merchandise website (even a free musician website to start), and leveraging the best websites for selling merch alongside savvy marketing, you can turn your passion into profit. Remember to think about your fans at every step – from the artwork on a t-shirt to how you announce a sale – because the more your merch resonates with them, the more successful you’ll be. We’ve seen artists (big and small) use these strategies to great effect, from creative bundles that drive album sales to limited merch drops that create buzz and urgency.
Now it’s your turn: put these steps into action, experiment with what works best for your audience, and don’t be afraid to learn and adapt along the way. With dedication and a bit of creativity, your merch can become a reliable revenue stream that supports your music career. Good luck, and happy merch selling!
Resources
Lauren Cochrane, The Guardian – “I’m with the brand! How merch saved the music industry” (Oct 21, 2022)
Randi Zimmerman, Symphonic Blog – “Best Websites To Sell Merch Online as a Musician” (Sept 5, 2024)
Gemnote Blog – “Best Online Merch Vendors to Promote Your Music” (2020)
Team Single (Single Music), Single Blog – “5 Merch Offerings That Sell” (2019)
Angela Mastrogiacomo, Sonicbids Blog – “How to Set Up a Killer Merch Table at Your Next Show” (May 8, 2015). (Image of band merch booth used in article).
Melanie Kealey, Printful Blog – “8 Reasons Why Musicians Should Sell Merch [+3 Successful Examples]” (n.d.). (Embedded image with band merch models)