Whose brand is it when someone else is the seller of record
It is a fair question and it deserves a precise answer rather than a reassuring one. Legally, we are the seller on every transaction — that is what moves the tax liability off your business. Commercially, the brand is yours end to end, and there is exactly one place where ours has to appear.
The parts of a brand a purchase touches
- The address
- Your store, your checkout and your customer portal all sit on a domain you own and bought. That is the thing people bookmark, type again and recommend to somebody else.
- The look
- Logo, colours, fonts and background are set once and carried across the storefront, the checkout, the portal and the emails. The white label page covers how that is configured.
- The line on the statement
- The descriptor is editable. It is a small field with an outsized effect, because it is the only part of your brand a customer sees weeks later with no context around it.
- The place they go afterwards
- Order history, downloads, keys and subscription changes happen in a portal at your own address, signed into with a magic link. Support does not become a redirect to a stranger.
- The record of who bought
- Customers and orders sit in your dashboard, including the people who reached checkout and did not finish. That list is what turns one release into an audience for the next one.
- The tax invoice
- Here we appear, because the seller of record has to be identifiable on it and in the terms of the sale. That is the whole of it, and we would rather say so than let you find out later.
Decisions worth making before the first sale
- 01
Pick the domain first
Everything else attaches to it. Starting on a Fungies subdomain is fine, but the sooner the address is yours, the fewer links point somewhere you will later want to move.
- 02
Set the branding once
One set of values feeds the store, the checkout, the portal and the emails. That is why the purchase looks consistent rather than three separate products in a row.
- 03
Choose the descriptor deliberately
Use the name customers actually know you by, not a legal entity or a product codename nobody outside the company recognises.
- 04
Decide where the checkout appears
The overlay keeps the buyer on your page with the address bar unchanged. Hosted and embedded are also on your domain — the difference is how much of the surrounding page is yours.
Why this is worth being deliberate about
An unrecognised charge becomes a dispute
Most chargebacks start with somebody looking at a statement and not recognising the name. A descriptor that matches the brand they bought from is the cheapest dispute prevention available, and it costs one field.
A redirect asks for trust at the worst moment
Sending a buyer to an unfamiliar domain to type a card number introduces a second company at the exact point they are deciding whether to go through with it. Keeping the purchase on your address means the credibility they already granted you carries all the way through.
The relationship is the asset
Selling through a marketplace usually means it holds the customer and you get a payout. Owning the address, the portal and the buyer list is what makes a second sale something you can act on rather than hope for.
Legally visible is not commercially visible
Being the Merchant of Record is deliberate — it is what takes VAT, GST, sales tax, chargebacks and audits off your business. Invisible is not the same as absent, and we will not pretend we can be absent from a tax invoice.
What sellers say once they have switched
★★★★★ 4.8/5 from 10 reviews on G2 →
Vadim Finayev “We work with quite a few merchants of record, but none comes close to the support and speed of implementation of Fungies. If you want a payment partner that actually gives you the feeling they want to work with you — rather than leaving you on read for three days or randomly restricting your account — you are in the right place.”
David Elliott “I researched the options and Fungies was the best fit for functionality and customisation within a store builder you can connect to your own domain. Taking a small percentage of sales, instead of charging a subscription for every environment and plugin, is refreshing.”
Elnura Abdimanap Kyzy “The platform is user-friendly, integrates easily with APIs and webhooks, and simplifies managing digital products and subscriptions. We were up and running quickly and support has been responsive throughout. Fungies is clearly tailored to the needs of SaaS businesses.”
Francisco Magnone Rienzi “Fungies has been a great partner — fast setup, competitive pricing, and real humans providing quick answers. They are constantly rolling out new features, and I am excited to see what is next.”
Brand ownership questions
What the model is, who it suits, and how it compares.
Put your name on the whole thing and check it yourself
Set the branding, connect a domain, and run a test purchase through to the receipt. That is the fastest way to see exactly where you appear and where we do.