How to sell your music and merch online: A guide for independent artists

Selling music and merch online is essential for independent artists looking to grow their fanbase and earn income. Whether you're a musician, DJ, or band, having multiple sales channels can help you reach a wider audience. From your own musician website to streaming platforms and digital stores, there are several ways to sell music and merch online. In this guide, we’ll explore the best options, compare their pros and cons, and help you find the right approach for your music career.

1. Selling Music and Merch on Your Own Website

A musician website is the most powerful tool for selling music and merch online. Unlike third-party platforms, your website gives you full control over branding, pricing, and customer interactions.

Pros:

• Keep 100% of sales – No commissions or hidden fees.

• Full branding control – Customize your site’s design, store layout, and content.

• Direct fan engagement – Build an email list, run promotions, and create a unique fan experience.

• Sell multiple products – Digital downloads, vinyl, physical merch, and tickets all in one place. Read more about What Can You Sell in Your Online Store as a Musician?

Cons:

• Requires marketing effort – You’ll need to drive traffic to your store.

• Initial setup – While platforms like Noiseyard simplify the process, some setup is required.

2. Selling Music on Streaming and Digital Platforms

Streaming services and digital music stores help artists reach a global audience, but they don’t always maximize earnings.

Photo by Alexander Sinn on Unsplash

Pros:

• High visibility – Your music is available to millions of potential listeners.

• Built-in distribution – Platforms handle hosting and payments for you.

• Easier discovery – Fans can find your music through recommendations and playlists.

Cons:

• Low payouts – Streaming platforms pay artists fractions of a cent per stream.

• Limited control – You can’t customize pricing or fan interactions.

• Revenue cuts – Stores like iTunes and Amazon take a percentage of sales.

Best Platforms for Digital Music Sales:

• Spotify, Apple Music, Tidal – Great for exposure but not for direct sales.

• Bandcamp – A more artist-friendly option that allows flexible pricing and direct fan support.

• Amazon Music & iTunes – Good for one-time purchases but take a cut of sales.

3. Selling Merch on Third-Party Marketplaces

Merch is one of the most profitable revenue streams for musicians. Third-party platforms make it easy to sell merch without handling inventory, but they come with trade-offs.

Photo by Ridwan Muhamad Iqbal on Unsplash

Pros:

• No need for inventory management – Print-on-demand services handle production and shipping.

• Established customer base – Platforms like Etsy and Shopify already attract buyers.

• Easy setup – Just upload designs and start selling.

Cons:

• Higher fees – Marketplaces take a percentage of each sale.

• Less branding control – You’re selling on their platform, not your own.

• Competition – Your products are listed alongside thousands of others.

Best Merch Platforms:

• Bandcamp – Supports merch sales but takes a cut.

• Etsy & Shopify – Great for selling unique or custom-made merch.

• Printful & Teespring – Print-on-demand services that integrate with other platforms.

Comparing the Best Ways to Sell Your Music and Merch

Each option has its strengths and weaknesses, and the best strategy often involves combining multiple platforms.

Photo by John Jennings on Unsplash

Here's a quick breakdown:

• Your Own Website – Best for keeping full control, branding, and maximizing profits. Requires self-promotion but eliminates commission fees.

• Streaming & Digital Stores – Great for discovery and reaching new audiences but offers low payouts.

• Third-Party Marketplaces – Useful for merch sales but involves transaction fees and less branding control.

While each platform serves a purpose, a dedicated website remains the best long-term investment for artists serious about building a sustainable career. It allows you to centralize your sales, strengthen your brand, and create a direct line to your fans without relying on third-party platforms. Platforms like Noiseyard simplify this by providing musician-focused features such as built-in eCommerce, modern templates and email lists, making it easier to create a professional store without extra complexity.