Shopify questionAnswer4 min read
Can My Store Have a Different Name From My Business?
Your Shopify store can trade under a brand name that isn't your legal business name. Here is what to register, and where the legal name still has to appear.
Key takeaways
- Your Shopify store name and your legal business name are separate settings, and they can be different.
- In the US, most states require you to register a DBA ("doing business as") name if you trade under one, with the state, county or city.
- In the UK, sole traders and limited companies can trade under a business name without registering it, but the legal name still goes on official paperwork.
- Registering a DBA or business name doesn't give you exclusive rights to it. Trademark law still applies.
- Who it is for
- New and rebranding store owners
- Time needed
- 4 minutes to read
- What you need
- Your legal name and brand idea
Yes, your store can have a different name from your business. Shopify keeps the store name customers see separate from the legal business name used to verify your account, and many brands trade this way. In the US you usually register the brand name as a DBA, and in the UK you can use a trading name without registering it. The one rule everywhere: the legal name doesn't disappear, it still belongs on invoices, legal pages and contracts.
I set up Shopify stores for brands of every size, and this question comes up whenever an owner has an LLC or limited company with a dull legal name and a better brand idea. The rules below were checked on SBA.gov, GOV.UK, ASIC and the Shopify Help Center on 7 November 2026. This is general information, not legal advice.
How Shopify handles the two names
The store name sits under Settings > General in the Store contact details section. It appears on every page of your store, and you can change it whenever you like. Changing it doesn't change your myshopify.com address. If you use Shopify Payments, you contact Shopify Support to change the business name on that account.
Your legal business name is a separate setting in the Business details section. Shopify uses it, with your address and contact details, to verify your identity, and it isn't shown to customers.
| Name | Where it's set | Who sees it |
|---|---|---|
| Store name | Store contact details | Customers, on every page |
| Legal business name | Business details | Shopify, for verification |
| Company name | Store address | Customers, on policy pages |
| Billing details | Billing settings | You, on Shopify bills |
Shopify's Contact information policy, under Settings > Policies, pulls in your company name and also shows your store name when the two differ. That is an easy way to show customers both.
In the US: register a DBA
The SBA says most states require you to register your DBA if you use one. Depending on where you are, you file with the state, the county or the city, and the rules vary by business structure. An LLC called "Smith Holdings LLC" selling as "Trail & Pine" would typically file a DBA for "Trail & Pine".
The SBA is clear on the limit: registering a DBA doesn't provide legal protection by itself, and trademark law still applies. If you want to open a bank account or sign contracts in the brand name, your bank or partner will tell you what proof it needs.
In the UK: trading names
- Sole traders: GOV.UK says you can trade under your own name or choose another name. It can't include "limited", "Ltd", "LLP" or "plc", can't be offensive and can't be too similar to another company's trade mark. Your own name and business name both go on invoices and letters.
- Limited companies: you can trade using a different name to your registered name. Your website must still show the company's registered name, registered number, registered office address and where it's registered, along with the fact that it's a limited company.
Australia and the Netherlands
In Australia, ASIC says you must register a business name if you run a business in Australia and don't trade under your own name. That applies to companies trading under a brand as well as sole traders. In the Netherlands, the ACM requires webshops to show the name you're registered under at the KvK, plus your KvK number, so the legal name appears on the site even when the store uses a brand.
Check the name is free to use
Neither a DBA nor a UK trading name stops someone else from using the same name. Before you print packaging, search the trademark register in each country you sell in, check that the domain and social handles are free, and look for stores already using it. My guide on how to name a Shopify store covers these checks, and the free store name generator and domain name generator help with ideas.
Where the legal name should still appear
- Terms of service and privacy policy: the legal entity is the party customers contract with, so name it.
- Contact page or footer: show the legal name alongside the address. My answer on whether you need to show your address covers what each country requires.
- Invoices and order emails: UK sole traders must include both names on invoices, and it is good practice everywhere.
- Payment and bank records: make sure the names match what you registered, so payouts and verification go through.
What to do next
- Pick the brand name and run trademark, domain and handle checks.
- Register it where required: a DBA in your US state or county, or an ASIC business name in Australia.
- Set the store name in Shopify and keep the legal name in Business details.
- Add the legal name to your policies, contact page and invoices. If you're still choosing a structure, read sole trader vs limited company first.
Free tools
Check your own store
Free, no sign-up. Each one runs a part of this guide for you.
Frequently asked questions
Can I change my Shopify store name later?
Yes. Shopify lets you change the store name in Settings > General at any time, and it doesn't change your myshopify.com address. If you use Shopify Payments, contact Shopify Support to change the business name on that account.
Do I need a DBA to sell on Shopify under a brand name?
In most US states, yes. The SBA says most states require you to register a DBA if you use one, with the state, county or city depending on where you are. Check your state's rules before you start trading.
Does a UK sole trader need to register a trading name?
No. GOV.UK says you can trade under your own name or another name. The name can't include Ltd or plc, can't be offensive and can't be too similar to another company's trade mark.
Does registering a DBA protect my brand name?
No. The SBA says registering a DBA doesn't provide legal protection by itself. To protect a brand name, look at registering a trademark in the countries you sell in.
Do customers need to see my legal business name?
In many places, yes. UK limited companies must show their registered name and number on their website, and Dutch webshops must show the name registered at the KvK. Putting it in your policies and footer covers most cases.
Will a different store name confuse my payment provider?
It can if the details don't match. Keep your legal name in Shopify's Business details, register the brand name where required, and make sure your bank and payment accounts use names you can prove.
Sources
- Register your business, U.S. Small Business Administration
- Set up as a sole trader: choose your business name, GOV.UK
- Choose a company name, GOV.UK (Companies House)
- Running a limited company: signs, stationery and promotional material, GOV.UK
- Trading names are not registered business names, ASIC
- Setting up your business settings, Shopify Help Center
Related services and work
I'm a Shopify developer and CRO specialist. I have built and improved Shopify stores since 2018, completed more than 1,000 projects, and hold a 4.96 average rating across 719 client reviews.
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