Which Nice Classification Class Is an Online Store In?

An online store, marketplace storefront, or e-commerce business — the act of selling, as opposed to the goods being sold — falls under Class 35, which covers retail and wholesale services, advertising, and business administration.

Why this is separate from the products themselves

Nice Classification treats "bringing goods together so customers can buy them" as its own service, distinct from the goods in question. A store selling clothing needs Class 25 for the clothing and Class 35 for the retail service; a store selling electronics needs Class 9 alongside Class 35. This is one of the most consistently missed gaps for D2C and e-commerce brands, who often register only the product class and assume it covers "the business" as a whole.

What this looks like in practice

• A D2C brand manufacturing and selling its own products online — typically needs the relevant product class plus Class 35 for the retail/e-commerce operation.
• A pure marketplace or reseller that doesn't manufacture anything — Class 35 is usually the primary class, since there's no product of your own to classify.
• A wholesaler selling only to other businesses, not end customers — also generally falls under Class 35, for wholesale rather than retail services.

Since almost every online-first business touches Class 35 in some form, it's worth checking early rather than after a competitor has already claimed it. Our Nice Classification Finder factors in how you sell, not just what you sell, when suggesting classes. For the complete system, see our Nice Classification guide.

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