Selling branded merchandise on a non-retail website can improve branding and customer recognition, even if it's just a side hustle. Non-retail companies should limit their eCommerce efforts to avoid distraction from their main objectives. Choosing the right type of merchandise is crucial, considering factors such as target audience and product relevance. Options for sourcing products include white- and private-label products, dropshipping, and wholesale. To sell merchandise online, a platform with eCommerce capabilities is needed, which can be achieved through plugins or separate online stores. Building a separate store may not be ideal due to the need for additional steps in the checkout process.