Is it better to start your online store with your own name or a trade name

Sahl Wednesday,16 Jul 2025

Many people considering entering the world of e-commerce in Saudi Arabia reach a point of constant confusion: "Should I launch my store under my personal name? Or choose a private trade name?"
This question may seem simple, but it actually determines the shape of your project and impacts its marketing and growth over time.
Each choice has its own character and impact, and what works for others may not necessarily work for you, especially if you want to enter the Saudi market, which has become highly competitive and diverse in e-commerce.
1. When should you use your personal name?
Using your name in your store conveys a sense of closeness and trust.
For example, if you offer products directly related to you, such as your books, designs, consulting, or even your handicrafts, people tend to deal with a well-known name or a person they know.
In Saudi Arabia, many startup owners started with their own names, especially in fields with a personal touch such as art, design, or training. This has helped them build a direct relationship with customers.
However, you must be careful that your name is associated with you alone. This means that if you grow, expand, or even sell the store later, you may face difficulties because the store is in your personal name.
2. So, when do you choose a trade name?
A trade name gives you greater freedom. You can use it for any type of product, even if it doesn't directly represent you.
If you intend to sell a variety of products or plan to expand in the future, this type of name helps you develop without being restricted by your personal identity.
Many successful projects in the Saudi market began with innovative trade names that reflect the spirit of the brand and provide scope for professional development and marketing. For example, "Na3na3," "HungerStation," and "Salla" are all names that have nothing to do with people's names, but they have become strong brands in the market.
A trade name makes you think like a company, even if you are an individual working alone.
3. How do you choose what is best for you?
Think about the type of products you offer.
Are they directly associated with you? Or can anyone else sell them?
Do you plan to grow and hire more people or open branches in the future?
Do you want to market yourself as an individual or build a brand that will expand in the long term?
If you feel inclined to build a name for yourself and want to have direct contact with your customers, your personal name will work for you initially.
However, if you want a project independent of your personality and want to build it as a company, a trade name is the best option.

4. What's better in the Saudi market?
In the Kingdom, the market has become more mature, and people have begun to differentiate between a store run by one person and a brand with a professional appearance.
Some products are more suited to having a store run by an individual, but in most cases, a trade name gives you greater leverage and a greater opportunity for expansion.
That is, if you intend to sell a variety of products, such as clothing, household items, or even digital products, be smart and choose a trade name that represents you and sticks in the mind of the customer.
5. Advice from Sahel
At Sahel, we help store owners in their early stages, and we always ask them about their vision for the future before we build a store.
Because a name isn't just letters; it's an identity, a first impression, and even a key factor in your search engine visibility.

Whether you decide to start with your own name or a brand name, the most important thing is to be clear with yourself from the start and build on a solid foundation.
If you're confused, you can contact us and we'll help you choose a name and build a professional online store that matches your ambitions.
There's no one-size-fits-all answer.
Your personal name is great if you want people to interact with you directly and trust you as a person.
But a brand name gives you an independent identity and prepares you for expansion.
Take your time to think, consult with experts, and start your store with confidence and a name that reflects you.
And if you need support or a professional store design, the "Sahl" team is ready to help you from the very beginning until you achieve success, God willing.