Brands and brands in Shoporama

Brands in Shoporama allow you to organize your products by brand. Customers can filter by brand in your online store, and you can create dedicated brand pages. It’s also an important component of your product feeds for Google Shopping and other price comparison sites.

Create a brand

1. Go to Products → Brands in the left-hand menu.
2. Click Create New Brand.
3. Enter the brand name (e.g., “Nike,” “Samsung,” or your own brand).
4. Click Save.

You can also create brands directly from the product edit page if the brand doesn't already exist.

Edit a brand

Click the edit icon next to a brand in the list. Here you can change:

• Name — The brand’s name, which appears on products, in filters, and in feeds.
• Link to — Link the brand to a category or landing page in your store. This gives the brand a dedicated page that customers can visit to view all products from that brand. Learn more about landing pages in How to Create the Most Common Landing Pages.
• Visible in countries — Only appears when the store has countries listed under Web Store → Countries. Uncheck a country to hide the brand and all its products there. See “Hide a brand in specific countries” further down.
• Image — Upload a brand logo or image. The image typically appears on the brand page and can be used in your theme to display brand logos on product pages or in filters. You can add a caption (alt text) for SEO purposes.

Assign a brand to products

When editing a product, you can select a brand in the product form. Each product can have one brand. The brand is used for:

• Filtering — Customers can filter products by brand in categories and on landing pages. See Filtering on Your Online Store.
• Google Shopping — The brand name is used as the “brand” field in your Shopping feed. See Set Up a Google Shopping Feed.
• Landing Pages — You can create landing pages that automatically display all products from a specific brand.
• Statistics — Shoporama can display sales statistics by brand. See Statistics and Analytics in Shoporama.

You can assign brands to multiple products at once via bulk editing or CSV import.

Brand Pages in the Online Store

If you link a brand to a category or landing page via the “Link to” field, the brand will receive a dedicated URL on your online store. This allows customers to find all products from a specific brand in one place.

The most flexible way to create a brand page is with a landing page:

1. Create a landing page using the Brand rule.
2. Select the desired brand.
3. Go to the brand under Products → Brands and set "Link to" to the new landing page.

Now customers can click on the brand name on a product and be taken to a page featuring all products from that brand.

Control who can see a brand

A brand doesn’t have to be visible to everyone. For a customer group, you can choose the visibility for each individual brand, and there are three options.

• Default. The group sees the brand just like everyone else.
• Hidden. Customers in the group cannot view or purchase the brand. All other customers are unaffected.
• Exclusive. Only the group’s customers can view and purchase the brand. It is invisible to everyone else, including visitors who are not logged in, and the products are excluded from your product feeds and sitemap.

“Exclusive” is designed for private label and reseller agreements where the products must be listed in the same store as everything else but can only be purchased by selected customers. The same brand can be set to “Exclusive” for multiple customer groups if several groups are to share access.

You’ll find this setting under “Customers ” and then “Customer Groups ” for each individual group. Read more in the blog post “Hide or Lock Brands for Specific Customer Groups.”

Hide a brand in specific countries

If you sell in multiple countries using the “Countries” feature, you can also control where a brand is visible. This is useful when a brand cannot be sold in one of your countries, for example, due to a distributor agreement. Open the brand under Products → Brands, uncheck the box next to the country under “Visible in Countries,” and click Save. This field only appears when the store has at least one country.

In that country, the following happens:

• All of the brand’s products are hidden—including in search results, the sitemap, and the feeds you retrieve using that country’s URL (e.g., Google Shopping)—and they cannot be added to the cart. This means you don’t need to edit each individual product. Your own feeds under Products → Product Feeds follow the main country, so the products are still listed there. If you’re advertising in that country, use that country’s Google Shopping feed.
• The brand will disappear from the theme’s list of brands.
• If you’ve linked the brand to a category or landing page under “Link to,” that page won’t be hidden, but the brand’s products won’t appear on it. You can hide a category in that country yourself using the same field. Landing pages cannot be hidden on a per-country basis.

On the product’s own page, you’ll only see the product’s own checkboxes under “Visible in Countries.” A product can therefore be hidden in a country because of its brand, even if all of the product’s checkboxes are selected. Customer groups and countries function independently of each other: the customer group controls who can see the brand, and “Visible in Countries” controls in which countries it is displayed. Read more in “Visible in Countries.”

Brand Order

In the brand list, you can specify a weight (order) for each brand. Lower numbers appear first. This affects the order in brand filters and brand overviews in your online store. Change the numbers and click Save Order.

Copy Brands to Other Shops

If you have multiple online stores on Shoporama, you can copy brands between them. Select the desired brands, check the boxes next to the stores you want to copy them to under “Copy selected to another online store,” and click “Copy selected” on that screen. This card is only displayed when you have access to more than one online store. The copy in the other store is visible in all of that store’s countries. If you copy a brand within the same store using “Copy Selected” below the list, the copy will have the same checkmarks under “Visible in Countries” as the original.

Brands vs. Manufacturers

Shoporama distinguishes between brands and manufacturers. Brands are the trademarks customers recognize (e.g., “Nike”), while manufacturers are the companies that physically produce the product. For most online stores, brands are the most important factor, but starting in 2025, EU legislation (GPSR) requires that manufacturer information be available for certain products. Read more in “Create Manufacturers in Shoporama.”

Delete Brands

You can delete brands from the edit page or by selecting them in the list and clicking “Delete Selected.” Products that were associated with a deleted brand will simply lose that association. The products themselves are not affected.

Tips for Effective Use of Brands

• Be consistent with naming — Use the official spelling (e.g., “LEGO” and not “Lego” or “lego”). Inconsistency causes confusion in filters and feeds.
• Upload brand logos — A logo makes the brand overview more visual and professional.
• Always link brands to pages — Give customers the opportunity to view all products from a brand in one place.
• Associate brands with all products — This improves filtering, feeds, and statistics. Products without a brand look unprofessional in Google Shopping.
• Use the ABC analysis — Shoporama’s ABC analysis can be filtered by brand, so you can see exactly which brands are making you money.

If you have any questions about brands and labels, feel free to contact us at support@shoporama.dk.