--- title: "How a purchase in a store legally lands with the brand | Spreat" description: "How a sale works in the marketplace model: who owns the goods, who the customer's contractual partner is, how the till splits the amount and when payout follows." url: "https://spreat.com/en/stories/product/buying-directly-from-the-brand" language: "en" --- [Back](https://spreat.com/en/stories?tag=product) - Retail & insights - Product # How a purchase in a store legally lands with the brand The customer picks up the product, pays at the till, gets her receipt. Nothing changes for her. What does change happens in the same moment, behind it. 26 May 2026 Translated from German [Read the original version](https://spreat.com/stories/product/kauf-direkt-bei-der-marke) ![A till transaction in which the amount is split at the same moment](https://spreat.com/media/images/stories/kauf-direkt-bei-der-marke/cover-en-800.webp) In the marketplace model the customer pays at the store's till but legally buys directly from the brand. The store does not sell the goods on its own account - it brokers the sale and earns a commission for it. The goods belong to the brand until the moment they pass the till. ## What happens on the shop floor 1. **The goods arrive without being bought** The brand delivers to the store. There is no incoming invoice, because no purchase takes place. Ownership stays with the brand, and whatever has not sold can go back at any time - there is no minimum term. 2. **The purchase at the till** The customer takes the product and pays as always. The contract of sale is between her and the brand; the store handles the transaction. The receipt shows who sold it. 3. **The split in the same moment** The point of sale separates the amount at the moment of sale: the proceeds belong to the brand, the agreed commission to the store. This is not a later reconciliation, it is part of the transaction. 4. **The payout** The store receives its commission, the brand its share. No purchase and no resale arise for the store - only a commission statement. ## Why that makes a difference for the store The obvious part is capital: what is not bought ties nothing up. The less obvious part is the bookkeeping. For goods the store never owned, no purchase and sale of its own arise - no incoming invoice, no payment terms, no supplier reconciliation per brand. And the effort does not grow with the number of brands, because settlement hangs on the sale rather than on a list. That is the difference between two brands on the floor and thirty-three. How this differs from a classic commission arrangement is set out in [consignment, commission, shop-in-shop, marketplace](https://spreat.com/en/stories/industry/consignment-commission-shop-in-shop-marketplace). ## What applies to the brand Because it is the customer's contractual partner, warranty and product responsibility stay with the brand - just as they would in its own online shop. In return it sees what sells where, and does not have to convince anyone to buy its product first. What that means in costs is set out in [what it costs to be in someone else's store](https://spreat.com/en/stories/industry/brand-in-someone-elses-store). This text describes how the process works. It is not legal or tax advice - how a given case should be treated belongs with your own advisers. The brand. The store handles the purchase at its till but does not act as a seller on its own account. That is the difference from a commission arrangement, where the retailer sells in their own name. Who sold the item. For the customer the transaction looks like any other - a receipt, a payment, a product in the bag - but the document names the seller correctly. In practice the store on site; responsibility stays with the brand. How that works in detail is agreed between the two before any goods are delivered. After the sale, on a fixed rhythm. The split itself happens in the transaction; the payout follows the statement. The brand, until they pass the till. That is why no stock and no tied-up capital arise for the store - see \[tied-up capital in retail\](/stories/industry/tied-up-capital-retail). See what this looks like in a shop. The process step by step, with the roles of store and brand. [How it works](https://spreat.com/en/how-it-works) Written by [Mattis Klöpperon LinkedIn](https://www.linkedin.com/in/mattis-kloepper/) Co-founder and managing director Share this article ## More stories - [![Weeks instead of months into physical retail, and what a brand's risk really costs](https://spreat.com/media/images/stories/schnellster-weg-in-den-einzelhandel/cover-en-800.webp) - Retail & insights - Product ## The fastest route into physical retail - and what it really costs a brand With Spreat, the brand carries the stock risk. That is true. But how big it is can be put in euros - and set against the routes where the retailer takes on the risk and gets paid for it. Read the story](https://spreat.com/en/stories/industry/fastest-route-into-retail) - [![Four steps instead of buying stock: how much work the brands' goods take in a store](https://spreat.com/media/images/stories/aufwand-fremde-ware-im-store/cover-en-800.webp) - Retail & insights - Product ## How much work the brands' goods take in a store Space, staff time, return shipping: the brands' goods do not come for free. Here is what a store really does for them - and which work falls away in return. Read the story](https://spreat.com/en/stories/industry/work-brand-goods-in-store) - [![Eight questions from Reddit and forums on consignment, commission and stock without buying it](https://spreat.com/media/images/stories/reddit-fragen-kommission-marktplatz-store/cover-en-800.webp) - Retail & insights ## The marketplace in the store: what retailers and brands ask on Reddit and in forums Eight questions about consignment, commission and stock without buying it, as they appear on Reddit, in German seller forums and on gutefrage - with the community's answers and what Spreat made of them. Read the story](https://spreat.com/en/stories/industry/reddit-questions-consignment-in-store-marketplace) ## And how about you? Store or brand - the way in is a different one. Tell us which side you are coming from. [I have a store](https://spreat.com/en/stores) [I have a brand](https://spreat.com/en/brands)