Spotify has unveiled a new feature called the Merch Hub, which allows users to directly purchase merchandise from their favorite artists within the Spotify app. While Spotify’s foray into merchandise sales is not entirely new, as the company previously partnered with Shopify in 2021 to sell artist merchandise, it did not support in-app purchases directly from Spotify.
The Merch Hub recommends products based on user listening behavior, and users can also view merchandise directly on the artist’s profile page. Users can choose items and make purchases directly through the Spotify app, with the underlying system powered by Shopify.
The Merch Hub, or the Merch for You tab, can be found at the bottom of the search page or accessed through the Spotify website.
TLDR: Spotify introduces Merch Hub, enabling users to conveniently purchase artist merchandise directly within the app. The feature utilizes user listening habits to recommend products and offers a seamless purchase experience through a collaboration with Shopify. Accessible through the search page or website.