If you'd like to sell original merchandise, you may wonder, "Can individuals sell products too?" or "What should I make, and where should I sell it?" Thinking about products, inventory, and sales channels all at once can make it hard to know where to start.
Even individuals or small groups can sell original merchandise by deciding on products, inventory, and sales channels one step at a time. This article explains how to choose each of these, helping you find a starting approach that fits your scale and goals.
Can Individuals Sell Original Merchandise?
Yes—individuals and small circles or teams can sell original merchandise. Getting started requires manufacturing products, preparing a storefront, and handling packing and shipping, but you don't have to do everything yourself. You can outsource part of the work to external services, such as having a print-on-demand (POD) service handle manufacturing and shipping while using a marketplace as your storefront.
That said, not every product can be sold freely. Be sure to check the rights to the design you use, regulations for each product category, the terms of the sales service, and the disclosures required for mail-order sales in advance.
Steps to Start Selling Original Merchandise
When preparing to sell original merchandise, it's best to think through things in this order: "decide what product to sell," "decide how to manage inventory," and "choose a sales method."
Of these, it's important to consider inventory management and sales method separately. For example, even with your own online store, you can either prepare inventory in advance or produce items after the order via a POD service. Considering each separately makes it easier to choose a sales format that suits you.
Decide What Product to Sell
Don't choose a product based solely on "what you want to make"—also factor in how buyers will use it and the burden of production and shipping. For your first product, narrowing down to just one item will make it easier to grasp the required cost and workload.
Consider Your Buyers and How They'll Use the Product
First, think about who you want to use the product, and in what situation. Even with the same illustration, the right product depends on the buyer's purpose—whether they want to "wear it," "display it in their room," or "use it in daily life."
For example, T-shirts and bags are good candidates for people who want to wear and enjoy the design, while acrylic stands suit those who want to display a character in their room. For those looking for something usable in everyday life, pouches or mugs are a good fit.
Choose a Product from the Main Types of Merchandise
Common types of original merchandise include the following:
- Apparel such as T-shirts and hoodies
- Fashion accessories such as bags and pouches
- Collectible items such as acrylic stands, keychains, and pin badges
- Stationery such as stickers and notebooks
- Everyday goods such as mugs and towels
Once you've listed your candidates, check the production cost, quantity, and ease of shipping.
Request quotes from manufacturers and compare the total cost, including unit price, minimum order quantity, sample fees, and shipping. If a candidate doesn't fit your budget or storage space, consider small-batch production, POD, or pre-orders instead.
For shipping, pack a sample product and check its size and weight after packing, the materials you'll need, and the shipping methods available to you. For your first product, choosing something you can comfortably store and ship yourselves will make things easier to manage.
Decide How to Manage Inventory
Once you've decided on a product, the next step is deciding how to manage inventory. Broadly speaking, there are three approaches: "prepare inventory in advance," "produce via POD," and "produce after pre-order quantities are confirmed."
If you expect a certain sales volume and want to ship immediately, prepare inventory in advance. If you're unsure how well it will sell and want to try without holding inventory, POD is a good option. If you want to gather orders first and then produce them all at once, choose pre-orders.
Preparing Inventory in Advance
You produce products in bulk before selling, then ship from the inventory on hand as orders come in. Ordering in bulk makes it easier to lower the per-unit cost, and it also lets you put extra care into packaging, such as adding backing cards or inserts.
However, you'll need to pay production costs upfront and store the finished products. If order volume falls short of expectations, you may end up with unsold stock. For your first run, it's wise to keep quantities within what you can store, then produce more as needed based on sales performance.
Producing via POD After Orders Come In
POD (print-on-demand) refers to a system where products are manufactured only after an order is placed. You register your design data with a printing company or POD service, which then prints it onto items such as T-shirts or mugs.
Since you don't stockpile products in advance, you can try multiple designs while minimizing the risk of unsold inventory. On the other hand, per-unit costs tend to be higher than bulk production, and it can take longer from order to shipping. If you choose POD, check the service's lead times, and be sure to check color, print placement, materials, and feel using a sample before you start selling.
The following article explains, in detail, the sales process specifically for phone cases.
Producing the Required Quantity After Taking Pre-Orders
With pre-orders, you accept orders during a set period and produce only what's needed once the pre-order quantity is confirmed. Unlike POD, where you make items order by order, you can place a single bulk order for the confirmed quantity—making this a practical option for products with a minimum order quantity or limited-time items.
On the other hand, buyers need to wait until the product arrives. If you choose pre-orders, clearly state the order period, expected shipping timeframe, and cancellation/return conditions, and set a realistic shipping date that accounts for production time.
Choose a Sales Method for Your Original Merchandise
Once you've decided how to manage inventory, the next step is choosing a sales method. Broadly speaking, there are four options: "all-in-one POD services," "marketplaces," "your own online store," and "offline sales." Compare discoverability, how you can express your brand, shipping operations, and costs, then choose the method that fits you best.
| Comparison | All-in-one POD Service | Marketplace | Own Online Store | Offline Sales |
|---|---|---|---|---|
| Discoverability | May reach users within the service | May be found through in-service search | You need to drive traffic yourself | Can reach event attendees directly |
| Brand Expression | Limited to the service's format | Shop presentation is limited | Easy to fully customize design and flow | Convey your brand's world through the venue and service |
| Shipping | Easy to leave to the manufacturer | Choose from home shipping, warehouse shipping, etc. | Handled by you or a connected service | Mainly carry-home; consignment varies by store |
| Main Costs | Product cost, etc. | Selling fees, shipping costs, etc. | Monthly fee, payment processing fees, etc. | Booth fee, payment processing fees, load-in fees, etc. |
| Best For | Those who want to try without holding inventory | Those who want to minimize the burden of setting up a shop | Those who want to build a brand over time | Those who want to gauge reactions directly |
*The fees and rates listed are current as of August 23, 2026. As they are subject to change, please check each company's official website before signing up.
All-in-one POD Services such as SUZURI
Image source: SUZURI
With all-in-one POD services such as SUZURI, once you register your design, the service handles everything from manufacturing to shipping after an order is placed. On SUZURI, the selling price is determined by adding the creator's chosen margin ("tribun") to the item's base cost. This makes it easy to use if you want to gauge interest in your designs without preparing bulk inventory first.
Marketplaces such as BOOTH
Image source: BOOTH
On marketplaces such as BOOTH and minne, you can list finished products for sale. There's also a chance of being discovered by new buyers through in-service search and featured listings.
On BOOTH, in addition to shipping from home or a warehouse, you can also choose on-demand sales in partnership with pixivFACTORY. In this case, BOOTH serves as the storefront while pixivFACTORY handles manufacturing and shipping. Be sure to understand the cost, production time, and scope of returns handling before using this option.
In both cases, a fee is charged when an item sells. For home shipping on BOOTH, the service fee is 5.6% of the item price plus shipping, plus a flat 45 yen. On minne, if you're not enrolled in the paid "minne PLUS" membership plan, the selling fee is 10.659% (tax included) of the order total, which includes the item price, any purchase options, and shipping.
Your Own Online Store, such as with Shopify
Image source: Shopify
Using a platform like Shopify or BASE, you can open your own online shop. This suits those who want full control over product pages and the purchase flow, and who want to convey their brand's atmosphere throughout the entire shop. You can either prepare and ship your own inventory, or connect Shopify with a POD service such as Printful to have manufacturing and shipping handled after orders come in.
Shopify's Basic plan costs 4,850 yen per month when billed monthly, or the equivalent of 3,650 yen per month when billed annually. Accepting standard domestic online card payments through Shopify Payments incurs a 3.55% fee per sale. Since you can't rely on in-service search the way you can with a marketplace, you'll also need to drive traffic to your shop through social media or events.
The following article explains Shopify's features, pricing, and pros and cons in detail.
*The following links to the official Shopify website are affiliate links.
If you're considering adopting Shopify, you can start a free trial or check pricing plans on the official Shopify website.
Combining Shopify with RuffRuff 予約販売
RuffRuff 予約販売 is a Shopify app provided by Tsun Inc.
If you want to accept pre-orders on Shopify and produce merchandise to match order volume, RuffRuff 予約販売 is one option to consider. You can set conditions such as the order period and inventory quantity, and it can also be used for made-to-order products.
With the deferred payment feature, you can finalize payment at a time of your choosing—such as before shipping—rather than at the time of order. This deferred payment is a different mechanism from payment services where the buyer pays in cash (for example, at a convenience store) after the product arrives. The seller needs to take action to collect payment, and there are conditions on which payment methods can be used, so be sure to check the operational flow before adopting it.
The Starter plan is $9 per month with a 3% pre-order fee. The Basic plan is $52 per month with a 1% fee, and the Pro plan is $199 per month with no fee.
Check the features and terms of use, then decide whether it fits how your shop plans to run pre-orders.
Offline Sales such as Events
Doujin and handmade events give you a place to introduce your products directly to interested attendees. Being able to see reactions on the spot, or ask visitors what they'd like to see next, is a unique advantage of face-to-face selling. In addition to exhibiting at events, you can also choose consignment sales, where you place your products in a physical store.
Before applying to exhibit or consign, research the fees, rules on what products can be sold, how to bring in your goods, and available payment methods. If you're selling the same inventory online, also decide on a way to manage stock so you avoid double-selling.
Points to Check Before Selling Original Merchandise
Before you start selling, check the copyright and trademark rights of your design, any permits or regulations specific to your product, and the disclosures required for mail-order sales. Check rights and product regulations before production, and check mail-order disclosures before publishing your product page.
Check the Copyright and Trademark Rights of Your Design
Use a design you created yourself, or material for which you've obtained permission for merchandise use. Even images obtained from stock material sites aren't necessarily licensed for commercial use or merchandise sales. Always check the terms of use.
Avoid unauthorized use of anime or game characters, brand logos, celebrity photos, or images taken by someone else. When selling derivative (fan-made) works, follow the guidelines published by the rights holder.
References: Agency for Cultural Affairs, "What You Want to Know About Copyright" (Japanese), Japan Patent Office, "Overview of the Trademark System" (Japanese)
Check Permits and Regulations for Each Product
General merchandise doesn't uniformly require a sales permit. However, items such as food, cosmetics, electrical appliances, and products for infants are subject to specific permits, notifications, labeling requirements, or safety standards depending on the product.
If you plan to sell food, cosmetics, or similar items, check the permits and labeling required of sellers through your manufacturer's or sales service's guidance, or on official government websites. Avoid products whose requirements you can't confirm, and for your first product, it's best to start with something whose sales rules are clear.
Check the Disclosures Required for Mail-Order Sales
On your product page, clearly state the size, materials, price, shipping cost, shipping timeframe, and return/cancellation conditions. Also note that colors may differ between photos and the actual product, and whether the item is made to order, since these factors affect a buyer's purchase decision.
For online sales, disclosures required under Japan's Act on Specified Commercial Transactions are also necessary. This includes the selling price and shipping cost, payment method and timing, delivery timing, return conditions, and business operator information, all posted in the designated location.
Reference: Consumer Affairs Agency, "Act on Specified Commercial Transactions Guide: Mail Order Sales" (Japanese)
Decide on Your Product, Inventory Management, and Sales Method, One Step at a Time
Even individuals and small circles or teams can sell original merchandise by choosing a system that fits their scale. You don't need to increase your product lineup or inventory from the very first run.
Start by deciding "who you're selling to," then choose your first product, how you'll manage inventory, and where you'll sell it, one at a time. Confirm the finished quality of your samples and the costs involved before you start selling, then gradually expand your range and quantity as you see how customers respond.
