Sourcing City Publishes The Merch Ecosystem

A data-driven map of where promotional products sits within the broader global branded merchandise economy

The paper maps the full merch ecosystem across five interconnected player clusters, from demand generators and content creators through to promotional product distributors, fulfilment networks and aggregator platforms, and traces the flow of value from brand intent to decorated product.

Drawing on the latest data from ASI Research, the Sourcing City UK and Ireland Market Report 2025, and a range of independent market sources, the paper sizes the opportunity across the US, UK and Europe and examines the structural forces reshaping the industry.

Key Findings

The paper argues that promotional products is not a subset of the broader consumer merch economy. It is structurally distinct: B2B-embedded, compliance-driven, with higher order values and longer client relationships than consumer-facing merch platforms can replicate.

Where Two Worlds Converge

The paper identifies a significant convergence taking place between traditional promotional products and consumer merch. Brands are increasingly seeking to serve both channels from the same supply chain. Creators and gaming communities need B2B-grade fulfilment reliability behind consumer-facing storefronts.

The platform that bridges these two worlds, the paper concludes, occupies the most valuable position in an addressable market that runs well into the hundreds of billions.