If you’re looking to sell custom apparel online, you’re entering one of the fastest-growing opportunities for businesses, sports teams, nonprofits, and creators. Whether you want to sell branded merch, team apparel, or promotional wear, launching an online apparel store has never been more accessible. With the right tools and strategy, you can build a successful apparel shop that brings in revenue, builds community, and promotes your brand.
In this guide, we’ll walk you through the key steps: choosing the right products, understanding print methods, setting up your online store, marketing effectively, and planning for fulfillment. Let’s get started.
Why Sell Custom Apparel Online?
Selling apparel online offers several advantages:
- Low startup cost compared to retail
- Scalability — sell locally or nationwide
- Endless design options for your audience
- On-demand production to avoid inventory waste
- Opportunity to grow brand awareness through wearable marketing
Whether you’re a business owner, team coach, creator, or fundraiser organizer, an online store can support your goals while making it easy for customers to order.
Before Starting – Know Your Audience and Purpose
Before you design anything, define who you’re selling to. Are you targeting students, parents, team members, fans, or supporters? Understanding your core audience will shape everything from the types of products you offer to your price points.
It’s also important to define your purpose. Are you raising funds for a school trip? Creating merch to promote your personal brand? Outfitting your sports team with coordinated apparel? Knowing your goal will help you decide how much inventory to carry and what printing method makes the most sense.
Step 1 – Choose the Right Apparel to Sell
Start with items people actually want to wear. T-shirts, hoodies, hats, and joggers are staples that work well across audiences. If you’re launching in the summer, tank tops and lightweight gear are a smart choice. For colder months, consider beanies, long-sleeves, or fleece.
For schools and teams, spirit wear is always in demand—especially if it’s tied to events like spirit week, championships, or graduation.
Need inspiration? Check out our Promotional Products Guide for ideas that go beyond apparel.
Tip: Start with a small product lineup and expand as your audience grows.
Step 2 — Create Strong, Marketable Designs
Design is one of the biggest factors in your online success.
Keep these best practices in mind:
- Use bold, readable artwork
- Match your design to your brand identity
- Avoid overly detailed graphics for screen printing
- Use high-quality vector files when possible
If you’re unsure how your design will print, our team at Drive Sportswear can recommend the best decoration method.
Step 3 – Choose Your Decoration Method
Different apparel items and designs require different decoration techniques. Here are the most common options:
- Screen Printing is best for bulk orders and bold designs. It’s affordable at high volumes and produces vibrant colors.
- Embroidery offers a high-end, professional finish. Ideal for hats, jackets, and corporate wear.
- Heat Press is perfect for small orders, personalized names/numbers, full-colour artwork, and photo-quality graphics.
- DTG Printing is great for highly detailed prints in smaller quantities
If you’re not sure which to choose, our blog on embroidery vs. screen printing vs. heat press breaks down the pros and cons of each option.
Match your printing method to your apparel and your audience. For example, schools selling hundreds of spirit wear shirts may want to use screen printing, while a creator selling limited-edition hoodies might opt for embroidery.
Step 4 – Set Up Your Online Apparel Store
There are plenty of beginner-friendly platforms that make it easy to launch an apparel store:
- Shopify – Best all-in-one eCommerce platform for scalability.
- Bonfire – Great for zero-inventory fundraising campaigns.
- Printful or Printify – Integrate with Shopify and handle print-on-demand fulfillment.
- WooCommerce – Ideal for WordPress users who want flexibility.
Decide whether you want a standalone store or to embed it on your existing website (e.g., a school or team site).
Make sure your product listings are clear: include professional mockups, detailed descriptions, sizing charts, and pricing. First impressions matter.
For broader online marketing strategies that can support your custom apparel sales, check out this complete digital marketing guide to learn how to drive traffic and build momentum.
Step 5 – Plan for Fulfillment and Customer Service
You have two main options when it comes to fulfillment:
- Local production (like working with Drive Sportswear) gives you more control and potentially better margins.
- Print-on-demand services are more hands-off and reduce inventory risk, but they come with higher per-item costs.
Many schools and creators opt for pre-orders to avoid overstock and to help fund the first print run. Whatever your method, set clear timelines for production and shipping, and communicate them with buyers.
Good customer service goes a long way. Be responsive, fix issues quickly, and use feedback to improve your next launch.
Step 6 – Promote Your Merch Effectively
Building a store is just the first step—you also need buyers. Here’s how to spread the word:
- Announce the launch through email newsletters and school bulletins.
- Use Instagram, TikTok, and Facebook to show off the designs.
- Recruit students, athletes, or influencers to model your gear.
- Create a countdown or teaser campaign to build anticipation.
Limited-time pre-orders, early-bird discounts, or product bundles can drive urgency and increase average order value.
Common Mistakes to Avoid
- Offering too many products at once (keep it simple for your first launch)
- Using low-resolution graphics or unclear branding
- Forgetting to plan for fulfillment time and delivery expectations
- Setting prices too low to cover costs
- Ignoring feedback on sizing or product quality
Helpful Industry Insight
For additional reading on how promotional products support business growth, here’s a helpful resource from Stahls’ (a non-competitor, industry manufacturer):
👉 https://blog.stahls.com/profit-from-promotional-products/
Ready to Start Selling Custom Apparel Online?
Launching a custom apparel store is a great way to build school spirit, support your team, or grow your brand. You don’t need to be a designer or have inventory on hand—you just need a clear plan and the right tools.
Keep it simple, stay focused on your audience, and grow from there. Whether you need help choosing products, printing artwork, or managing fulfillment, Drive Sportswear Calgary is here to support your apparel goals.
Let us help you turn your idea into apparel that sells—and gets worn.
