Merkwebshops

Merkwebshops are brand-owned online stores that sell directly to consumers, forming an essential part of a direct-to-consumer (DTC) strategy. They provide brands with control over product presentation, pricing, and the overall shopping experience, and enable direct relationships with customers.

Typically, merkwebshops offer brand-aligned catalogs, region- or language-specific storefronts, personalized recommendations, promotions, loyalty programs, and integrated payments, shipping, and returns. Data collected through these shops supports marketing optimization and product development.

They are usually used alongside wholesale and authorized retailers, not a replacement. The main advantages are higher margins, direct access to customer data, faster product launches, and stronger branding. Challenges include the costs of setup and maintenance, platform choice, logistics and returns handling, customer support, and compliance with privacy and consumer laws.

Common platform options range from hosted e-commerce solutions to custom builds. Brands must consider localization, tax, payments, security, and channel management when operating merkwebshops. The term is widely used in Dutch-speaking markets to describe such brand-owned storefronts.