30+ years of experience - 1,000 marketplaces & retailers - 1 million+ m2 of storage space - Europe-wide - certified
What does a Merchant of Record (MoR) do?
We take care of everything on your behalf.
A Merchant of Record (MoR) is the company that acts as the legally registered seller of your products to end customers, marketplaces, and tax authorities. This means that we, not you, are listed on the invoice.
As your MoR, ALPHA POOL assumes full legal and operational responsibility for the sales process in Europe. You retain 100% control over your brand, your products, and your pricing strategy—we take care of everything that happens between your warehouse and the end customer.
What does the MoR model mean for you in concrete terms?
- No need for your own EU company – we are your legal presence in Europe. You don't need a limited liability company, a branch office, or a local tax advisor..
- No need for separate accounting per country – we take care of invoicing end customers, B2B invoices, dunning, credit notes, and VAT returns in all relevant EU countries.
- No need for your own logistics – 60,000 m² IFS-certified central warehouse, 70 trucks per day, B2B + B2C + D2C fulfillment from a single source.
- No need for your own compliance department – WEEE, Packaging Act, EPR, GPSR, product safety, CE marking, REACH – everything included and always up to date.
- No in-house marketplace management – listing creation, pricing, content optimization, and advertising on up to 950+ channels – controlled via IDEAL360.
- No returns chaos – returns management, customer service, and quality control included. And we also take care of your overstocks.
IDEAL360 - MoR Dashboard
all sales-channels, all data, one dashboard
IDEAL360 is our proprietary omnichannel dashboard. It connects all relevant data sources in real time—from Amazon Seller Central and Zalando Partner to your Shopware backend and retail POS systems. At a glance, you can see the following in one dashboard:
- Sales and profitability per channel - at a glance, not in six different tabs
- Real-time inventory management - synchronized across channels
Returns tracking and analysis – identify patterns before they become costly
- Campaign performance – which content converts on which channel
- Compliance status – WEEE, Packaging Act, EPR per EU country
How Merchant of Record works
From the delivery of goods to the distribution of profits.
Our MoR model is designed to take as much of the burden off your shoulders as possible - without you losing control of your brand.
MoR - a comparative calculationg
The Real Costs of Going It Alone.
Most companies massively underestimate the true costs of EU-wide omnichannel distribution. Here is the honest calculation:
| ✕ DO IT YOURSELF | ✓ WITH ALPHA POOL AS MoR |
|---|---|
| ✕ Establish EU entity: 15,000-30,000 € + 3-6 months | ✓ No entity required - start immediately |
| ✕ Local tax advisor per country: 12,000-36,000 €/year | ✓ Accounting and VAT included |
| ✕ Compliance (WEEE, Packaging Act, EPR, GPSR): 8,000-25,000 €/year | ✓ All registrations included |
| ✕ Fulfillment contract + warehouse staff: 40,000-80,000 €/year | ✓ 60,000 m² warehouse, 70 trucks/day, included |
| ✕ Marketplace manager (full-time): 55,000-75,000 €/year | ✓ Professional listing management included |
| ✕ Customer service team: 30,000-60,000 €/year | ✓ Customer service included |
| ✕ Shop agency + BI tools: 24,000-48,000 €/year | ✓ IDEAL360 dashboard included |
|
Total: 150,000-350,000 €/year + 6 months lead time |
Setup starting at 4,900 € + 2.90% of net revenue. Live in < 12 weeks. |
3 steps - 1 Partner - 1.000+ channels
We break down your omnichannel into three manageable phases. Each phase delivers independent value—together, they form a system that scales.
Connect
What: We connect all your sales channels in a single dashboard. Within 5 business days, you can see everything at a glance: inventory, sales, returns, profitability per channel - in real time.
How: Our software connects 100+ data sources. Amazon, Zalando, OTTO, your own shop, retail POS. No IT integration necessary, no system changes.
Result: You finally know which channel is profitable and where you are burning money. Decision-making ability instead of gut feeling.
Operate
What: We take care of all channels. As a Merchant of Record (MoR), we are responsible for: logistics, accounting, customer service, compliance – globallyl from a single source.
How: Over 1 million square meters of warehouse space in the EU, 950+ connected marketplaces, our own accounting team, EU-wide compliance.
Result: Instead of many service providers, you only need to coordinate with one contact person. Instead of many invoices, you only need one. Instead of idle time and duplication of work, you get a synchronized system.
Accelerate
What: Once the infrastructure is in place, we bring speed to the system. Through influencer marketing, performance campaigns, and content that directly feeds into your channels.
How: 22 years of marketing expertise, 1,000+ sales influencers in our pool, data-driven and high-performing. We don't just produce content - we know which content converts.
Result: Reach that doesn't fizzle out, but is directly measurable in your channels. From the campaign to the retail shelf—a continuous process.
ALPHA POOL does not only focus on the essentials, but to each individual challenge we also find tailor-made solutions.
22+
Years in the business
950+
marketplaces & retailers
1m+
sqm warehouse capacity
4,000+
talents in our portfolio
3bn+
media reach
600+
data sources
40+
countries we operate
1
single dashboard
One Provider - global reach
We connect you with all relevant solutions, platforms and providers globally.
360° omnichannel eCommerce, marketing & sales from a single source!
Sell successfully worldwide in just a few weeks.
No headaches with just one contact person.
Germany - Europe - and beyond!
Full MoR Assessment - free of charge
In just 5 days you will know your potential in Europe
We bring clarity to digital commerce
Our free MoR audit shows you within 5 business days:
- Which channels will be profitable and which are burning money
- Where idle time and duplication of work are eating into your budget
- What sales potential lies in unused channels
- How a consolidated dashboard changes your decision-making ability
No sales pitch. No pitch. A dashboard with your real numbers
Our promise: Performance up - costs down
Our service is not to sell you our service, but to find the best service provider for your challenge - independently and objectively.
Performance
up
We deliver high performers and quality service providers who deliver what they promise.
Costs
down
We avoid bad investments, idle times, overcapacity = you save money
Save
Time
You get to the best service provider for your requirements faster
0% Risk
100% Security
Many services as an all-inclusive price = 100% security for you.
Transparent Pricing
Small fixed amount, strong Performance, easy to calculate.
- ✓IDEAL360 - all data in one dashboard
- ✓Commercial strategy & management
- ✓Initial sales channels (e.g. Amazon, eBay)
- ✓Invoicing, accounting & dunning
- ✓All channels - one creditor
- ✓Reporting & analytics
Many companies have trusted us since 2002
From start-ups to medium-sized companies to large corporations
This isn't our first rodeo
Over 30 years of experience in the market - let you and us sleep soundly
Business needs know-how and experience
- 30+ years in the market
- 500+ satisfied clients
- 650+ employees
- 60.000+ sqm central warehouse in Germany
- 1.000.000+ sqm of warehouse space in the EU
Frequently asked questions
About our 360° Omnichannel Operation
What sets us apart from other MoR providers
There are other merchant of record providers. But no one else offers a comparable portfolio:
- Our own infrastructure - 60,000 m² of warehouse space, our own fulfillment, our own IT. No outsourcing to third parties.
- Our own BI platform - IDEAL360 is not a white label solution. It is our proprietary dashboard that brings together well over 100 data sources - much of it in real time.
- Independent consulting - We don't sell shops, software, or ads. We provide objective advice on which channels work for YOU.
- Celebrity marketing DNA - 22+ years of experience with testimonials, influencers, and retail decision-makers. 10,000+ celebrities in our network. No other MoR has this leverage.
- Everything from a single source - No patchwork quilt of hundreds of service providers. One partner, one dashboard, one contact person.
- Success-based model - 2.90% of net sales. If you don't sell anything, you pay (almost) nothing. Our success is linked to yours.
Expertise meets unlimited opportunities
First insights into the ALPHA POOL principle
"We don't produce service blah-blah - we deliver guaranteed results."
Daniel Niemeier | Managing Partner
"Until now, it has never been so easy to obtain eCom services at absolutely transparent prices."
Jana Hirsch | Partner
"You will always receive independent advice included."
Frank Bojack | Managing Partner
Let us prefinance our services
Together with our financing partners, we have the right solution for you.
We are continuously expanding our service portfolio
You are still missing a suitable performance?
Finish your search and start directly with a non-binding and free inquiry.
Simple book your appointment directly with our team.
We are available by phone +49 30 887 128 60 from Mon. - Fri. 09:00 - 17:00 (CET).
Write us an email and we will answer within 72 hours.
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Get the best for your company!
Why not create an account with ALPHA POOL?
free of charge - without obligation