How to make merch for YouTube in the UK

You don’t need a KSI-level following to sell merch on YouTube. It’s a smart way to turn your channel into a brand, connect with your audience beyond the videos, and build an income stream that doesn’t depend entirely on the YouTube Partner Programme.​​

If you’ve been wondering how to make merch for YouTube UK, good news: you don’t need a warehouse full of stock or a complicated setup to get started.​

This guide will walk you through designing and selling your own custom products using Print on Demand, and handling the bits people forget about – like UK tax registration and copyright basics.​

Why sell YouTube merch in the UK?​

Ad revenue alone is a shaky foundation. UK YouTubers typically earn between £1.50 and £8 per 1,000 views after YouTube takes its 45% cut – and that figure swings wildly depending on your niche, your audience’s location, and even the time of year. January is notoriously grim; Q4 is where the money is. Merch gives you a revenue stream that doesn’t answer to an algorithm.​

If you sell a custom t-shirt with a £10 base cost for £22, you earn £12 profit per sale. Shift 20 a month, and that’s £240 – without a single ad impression. Scale it up from there.​

Unlike ad revenue, you can start selling YouTube merch straight away, no matter how many subscribers you have. To earn from ads, you need at least 1,000 subscribers and 4,000 watch hours to unlock ad revenue sharing under the YouTube Partner Programme – that’s a fair climb. Your merch shop can go live today, no thresholds required.​

With your own merch shop, your income is tied to your connection with your audience, not just algorithms. This makes selling merchandise one of the best ways for UK creators to start earning from day one.​

How to make your own YouTube merch in 4 easy steps​

Selling custom merch for your YouTube channel is a straightforward process. Design something your audience will actually wear, pick a sales channel, connect it to a fulfilment partner, and start promoting. Here’s how each step works.

1. Pick and design merch your audience actually wants​

Decide on the product​​

Before anything else, decide what you’re actually selling. This shapes everything – how your merch looks on camera, whether it ends up worn or shoved in a drawer, and how often your audience buys again.

Not sure what your audience would want? Ask them. A quick poll on your Community tab or Instagram Stories takes two minutes and saves you from printing 200 hoodies nobody ordered.

Classic personalised clothing, like t-shirts and hoodies, is always a popular choice. But don’t sleep on hats, tote bags, and mugs – DanTDM built a wildly popular merch line off apparel that his younger fanbase actually wears day-to-day. Browse Printful’s catalogue to see what fits your channel.

Plan the design​​

The best merch designs feel like an inside joke made physical. Think catchphrases, recurring bits, channel characters, or artwork that your regulars will clock immediately. That’s the whole point – it’s community currency, not just a jumper with a logo.

If you’re designing it yourself, Canva or Adobe Illustrator are great for bringing your ideas to life. Or skip straight to Printful’s free merch maker to access free clipart, fonts, and ready-to-use designs to get you started quickly.​

Prefer to hand it off? Hire a professional designer through platforms like Fiverr to create something completely custom.​

One detail worth thinking about: subtle branding. Putting your logo on the inside label of a t-shirt rather than the front is a small thing that makes the whole product feel considered. It turns a piece of merch into something people actually want to be seen in.

2. Set up a merch store​

There are four main ways to build your merch store: using YouTube Shopping, selling on online marketplaces, using social media platforms, or running your very own store on an eCommerce platform.​ Each has a different trade-off between effort and control.​

YouTube Shopping (formerly Merch Shelf)​​

YouTube Shopping lets eligible creators display and sell products directly below their videos. If you’re part of the YouTube Partner Programme (YPP), this is a fantastic option. Once connected, your viewers can browse and buy your custom merch without ever leaving YouTube.​​

• Pros: Highly visible on your channel, easy for viewers to buy from.

• Cons: Only available to YPP-eligible creators, limited control over branding and store design
  
  

Online marketplaces​

Marketplaces like Amazon and Etsy are platforms where many sellers list their products on a single website. They handle most of the technical side of things, making it a quick way to get started.​ Etsy, in particular, has a strong UK buyer base for independent creator merch.​

• Pros: Fast to set up, access to a large existing audience, minimal technical work required

• Cons: Less control over your brand, platform fees can add up, and limited access to your customer data​
  
  

Social media platforms​

If you’ve got a great community on Instagram or TikTok, sell your merch directly through posts, videos, or profile shops. This works best when your audience is already active and engaged with you on social media.​

• Pros: Great for discovery and impulse buys, seamless in-app shopping experience.

• Cons: Limited customisation and you’re very reliant on the platform’s algorithm
  
  

eCommerce platforms​​

Platforms like Shopify or Squarespace give you full ownership: your branding, your pricing, your customer data. More effort to set up, but it’s the option that scales properly as your channel grows.​

• Pros: Complete control over your brand, direct access to customer data for long-term growth

• Cons: Requires more effort to set up, drive traffic, and manage the store
  
  

Did you know?​ Printful integrates with all the most popular eCommerce platforms and marketplaces, letting you connect your online store in just a few clicks.​

3. Choose how to produce and fulfil your merch​

Now for the part that catches most first-timers off guard: production and fulfilment. There are three routes, and they’re not all created equal.

One option is to create the products yourself, but this requires buying equipment, storage space, and managing all your stock by hand. If a design flops, those boxes of unsold hoodies are yours to deal with.​

Another option is ordering in bulk from a supplier. This has a lower cost per item, but you’re paying a lot of money upfront and guessing how many items you’ll sell. It’s a gamble when you’re starting out – and one that’s bitten plenty of creators who overestimated demand.​

The most practical and risk-free solution is Print on Demand. This model means products are only created after a customer places an order. There are no upfront costs, no stock to manage, and no risk of being left with unsold items. It’s perfect for UK creators who want flexibility.​​

Printful is a brilliant all-in-one solution. It’s free to start, has a beginner-friendly Design Maker, and handles all the printing and shipping for you. Best of all, with our fulfilment centres in the UK and Europe, your orders reach your British customers in just a few days, often delivered by carriers like Royal Mail, with no surprise customs fees.​

4. Promote your YouTube merch​

Good merch sells itself when it’s woven into your content naturally. The second it starts feeling like an ad break, your audience tunes out.

• Promote merch in your videos: Wear your t-shirt or keep your mug in the background. Mention new launches naturally, and add a quick call-out in your end screen or a pinned comment with a link to your shop.​

• Build hype on social media: Share sneak peeks on Instagram and X. Behind-the-scenes clips of you designing land well. Repost photos from fans wearing your stuff – nothing converts like social proof from real people.

• Create launch events: Turn your merch releases into an event. Limited drops, seasonal designs for Christmas or Bank Holidays, or milestone-specific items (your 10K hoodie, your 100K tote) all create urgency. Scarcity is a real psychological lever.

• Make your shop easy to find: Add links to your merch store in your YouTube channel banner, video descriptions, and your About page. If someone has to hunt for your shop link, most of them won’t bother.
  
  

Running your merch store: What to do after you launch​

To turn your merch into a reliable income stream, you need to actively manage it. Here are a few best practices to help you succeed.​

Determine your merch pricing strategy​

Your pricing directly affects how many sales you make and how much profit you earn. Start with your base costs (the product price from Printful, platform fees) and then decide on your profit margin. Remember to factor in value added tax (VAT) if you’re registered. This cost-plus approach ensures every sale is profitable.​

Handle customer service and returns​

Be upfront about your delivery timelines, return policy, and what happens if something goes wrong. Bury that information, and you’ll spend more time in your DMs than making videos. When you use Printful, production and delivery issues are handled on your behalf – which is one less thing on your plate.

Track your sales performance​

Check your analytics regularly. Which designs are selling? Where are your buyers coming from? Which products get bought once and never again? Use that data to double down on what works – and quietly retire anything that isn’t pulling its weight.

Scale and expand your merch business​

Once you have steady sales, start expanding. New products, seasonal collections, or collaborating with other UK creators are all natural next steps. As you build your product line, you’ll find new ways to sell clothes online and turn your merch into a serious brand.​

DanTDM is a good example – what started as channel merch grew into a dedicated UK store and event-exclusive drops at Insomnia Gaming Festival. That kind of progression is very much on the table.

UK legal considerations for selling YouTube merch​

When you start selling merch, you’re running a business. Here in the UK, that comes with a few legal responsibilities. Getting the basics right from the start will save you a lot of headaches later on.​

Registering your business with HMRC​

As soon as you start selling, register your business with HM Revenue & Customs (HMRC). For most creators, that means registering as a sole trader. It’s a simple process you can do online at GOV.UK. You’ll need to keep records of your income and expenses and file a Self Assessment tax return each year. If your business grows, you can always form a limited company (Ltd).​

Understanding value added tax (VAT)​

VAT is a tax applied to most goods and services. You only need to register for VAT with HMRC once your business’s annual turnover reaches £90,000. It’s important to track your income, so you know when you’re approaching this threshold.​

Trademark and copyright basics for UK creators​

The rule here is simple: if you didn’t make it and you don’t have permission, it can’t go on your merch. That means no Premier League badges, no film characters, no brand logos.

• Copyright protects your original artwork, graphics, and phrases the moment you create them

• Trademarks protect brand identifiers like names, logos, and slogans

To avoid any issues, always create original designs. Avoid using characters, logos, or images from films, games, or other creators without written permission (a licence).​​

Disclaimer: This information is for guidance only and doesn’t constitute legal advice. For specific questions about your business structure, tax, or intellectual property, please consult a qualified legal professional or accountant.​

Where your YouTube brand goes next​

Merch done well isn’t just a revenue stream – it’s proof that your audience is a real community. The creators who treat it that way are the ones who build something that lasts beyond the algorithm.​

Print on Demand offers the perfect, risk-free way to start. With Printful, you can sell high-quality custom products with no upfront investment or managing stock and shipping. This flexibility lets you focus on what you do best: creating amazing content, connecting with your community, and building a brand that you and your fans can be proud of.​