The branded clothing and promotional items that represent a brand speak volumes. One of the most effective tools for doing this is a thoughtfully curated online shop.
This does not mean we’re just selling stuff with your logo on it; we’re helping you turn your customers and employees into brand advocates with quality items that represent your brand.
We recently hosted a “Shops Class” Partner Series to share the world of online shops, what they are, and how companies are using them in 2025. We were joined by Bryan Jacobs from Sanmar, one of our key partners, to discuss how we create online shops.
Not All Online Shops Are Created Equal
When you think of an online shop, you might be picturing a print-on-demand (POD) service. These services are popular because they can be spun up quickly, offering stock products with a fast turnaround. While POD has its place, it’s often a case of “you get what you pay for.” The quality of the items and the printing may not always be up to par.
On the other end of the spectrum are high-touch, curated online shops that sometimes include an inventory component. These shops require a partner who pays close attention to the specifics of each item, ensuring quality and a consistent experience. At Goodson, we’ve spent years refining our process and our team to execute these programs with precision. We specialize in creating a seamless backend experience that goes beyond a simple front-end shop. The conversation always starts with a simple question: “Who is your audience, and what do you hope to achieve?”
How Companies are Using Online Shops Today
In 2025, online shops have evolved from a simple tool to a strategic asset. We’ve seen a dramatic shift in how companies are using them to engage with their employees and customers.
Employee Engagement and Onboarding
Companies are searching for new ways to improve employee engagement. Online shops have become a go-to solution for many. We’re working with small to medium-sized businesses to create programs that primarily target their employee base.
These shops can be used for new-hire onboarding, team clothing, or as part of recognition events. Instead of a one-size-fits-all approach, a shop provides employees with choices they’ll actually be excited about.
Curated Gifting and Pop-Up Shops
The holidays are a time for giving, and more companies are ditching the traditional approach of choosing a single gift for their team. Instead, they’re creating pop-up online shops that are only active during the holiday season.
This allows employees and customers to choose from a curated selection of items. It’s a more personal approach that provides options and ensures everyone gets something they’ll love. This same concept can be applied to events, product launches, or any other special occasion.
Niche Programs
The possibilities are endless. We’ve created niche online shops for things like name badges,business cards and print collateral. While these may seem like small details, they’re essential to a company’s brand identity. A dedicated shop for these items streamlines the ordering process and ensures brand consistency across the board.
It’s All About Curation and Quality
Our focus on curation over catalogs is at the heart of our online shop philosophy. Your branded merchandise should be a reflection of your brand’s quality and style. That’s why we’ve partnered with industry-leading suppliers like Sanmar. They’ve made it easy for us to offer a deep bench of styles and a wide range of top-tier brands.
The modern workforce expects more. They want the brands they wear in their personal lives to be available in their corporate lives. This is why we’re seeing a trend in customers wanting retail brands like Peter Millar, Holderness & Bourne, Nike, Carhartt, Brooks Brothers, New Era and more.
Sanmar has done a phenomenal job of expanding its offerings to include these brands, and even some that are exclusive to them, like Cotopaxi. They also have their own high-quality private-label brands, like Cornerstone, which has become a fantastic workwear alternative to Carhartt.
We work with our customers to provide options across different price points, so you can build a shop that includes a “good, better, best” selection of styles and brands. This ensures there’s something for everyone, whether it’s a premium Nike jacket or a comparable, high-quality private-label item.
Our Process
Our mission is simple: to see your goals and needs align with the perfect solution. We’re matchmakers at heart. We don’t just hand you a store and walk away. We start with a conversation to ensure an online shop is the right tool for the job. Then, we get into the details: audience, vision, decoration methods, and payment options.
While the framework is consistent, every program is custom-made to suit your specific goals and budget. We work with you to integrate our systems into your existing internal processes as much as possible.
We believe in relationships over transactions. This is why we call our sales team “customer guides.” Our team works shoulder-to-shoulder with you, guiding you through the process to ensure you are surprised and delighted when you open the box.
Ready to build a better shop?
Online shops are the new standard, and we’re here to help you get it right. With our focus on execution and our network of trusted partners, we can build a shop that your employees and customers will be excited to use.