Spotify has unveiled a dedicated in-app Merch Hub, offering users personalized merchandise recommendations based on their music listening preferences.
Previously, users could purchase artist merchandise from individual artist profiles, the Now Playing view, and release pages.
However, with the new Merch Hub, all artist merchandise is consolidated in one place.
Once inside the hub, users can explore various merchandise items and access additional information.
If they decide to make a purchase, Spotify has collaborated with Shopify to enable transactions through the artist’s Spotify store.
This feature is the first of its kind to create a personalized shopping experience for users based on their music preferences, bringing artist merchandise directly to them.
Spotify sees this as a way to connect listeners with opportunities to support artists, aligning with its mission of enabling artists to earn a livelihood from their creative work.
Last year, Spotify experienced its highest-grossing week in merchandise sales after users viewed their Spotify Wrapped results, and the new Merch Hub is part of the company’s efforts to strengthen that connection.
The service will be available by searching “Merch” or visiting the Merch tile on the Browse page.
Spotify is also preparing to launch a new $19.99 per month “Superpremium” subscription tier, which includes lossless audio, AI-generated playlists, advanced mixing tools, extended audiobook listening hours, and a personalized feature called “Your Sound Capsule.”
This tier is expected to allow users to filter their content library by mood, activity, or genre. Spotify is set to release its Q3 earnings results on October 24.
