Home / Payments recovery / Industries / Knives & EDC
Knives & EDC on Shopify

Selling knives and everyday-carry gear on Shopify. Payments is the hard part.

Knives and EDC gear are permitted to sell online, but payment processors restrict specific blade types by jurisdiction. Compliance means blocking prohibited variants in restricted regions.

No card. Read-only. It shows you exactly what would move before you pay anything.
Fixed price from $247Read-only — we never write to your old storeLive in as little as 48 hoursVerified twiceFull refund if we can't migrate you1,500+ migrations
36,266
records in your storeproducts, images, variants, metafields, customers, orders
63 hrs
to move it all by handabout 2 working weeks of your time, and only if nothing goes wrong
8 of 14
have no CSV route at allorders, metafields, menus, theme content, videos, apps, gift cards
$247
to have all of it donefixed price, and we only ever read from your old store
That is what is sitting in a knife store right now, and what a hand-move would cost you. Scroll for the line-by-line breakdown — or move the whole thing for a fixed price.
Fixed price · verified twice · zero downtime

Move all of it into a new store, from $247

One-time packages, no per-record metering, no quotes. The order form unlocks the moment you pay, counts are matched against your old store, and the entire migration then runs a second time — the second pass has to create nothing.

Standard DIY Migration
$247
$349
Fully automated migration up to 20,000 entities: products, collections, customers, pages, blogs, menus, redirects, files, metafields, theme.
Complete Migration
$397
$549
Everything in Standard DIY up to 100,000 entities, plus full order history with tracking, discounts, gift cards, product reviews, markets and translations, Klaviyo & review app reconnection, and a scheduled zero-downtime DNS cutover.
Concierge Cutover
$497
$699
Everything in Complete up to 250,000 entities, plus a full app-stack reinstall & reconfiguration session (Klaviyo flows, pixels, loyalty), Recharge subscription coordination, priority scheduling and 30 days of post-launch support.
Enterprise Migration
$797
$1199
Base fee for unlimited entities, multi-store and franchise rollouts, dedicated migration engineer with a direct line, weekend/overnight cutovers, unlimited re-migrations within 90 days and 60 days of support.
Not ready to pay while your payouts are frozen? Run the free demo scan first → — read-only, no card, and it shows you exactly what would move.

And then there is the part that actually loses businesses

If you do need a new store, the payments problem turns out to be the easy half. This is what is sitting in your current store right now, and what happens to each piece when someone tries to move it by hand:

Why this category in particular

A knife store's data is dangerous to move by hand because the compliance metadata lives in product fields and metafields—blade type classifications, legal status by region, geo-blocking rules, and links to law-reference documents are all attached to variants and stored as structured data. A naive CSV export loses all of this, and if you manually rebuild the products without the legal annotations, you lose the documentation an underwriter needs to see. Worse, you may rebuild without geo-blocking, which invites the same disputes that triggered the decline in the first place.

What a hand-move actually costs · a knife store
What you ownHow much of itWhat breaks doing it by handWhat we do instead
Product images 2,700images≈ 11 hrsbulk re-upload, ~15 sec each By handthe CSV carries image URLs and alt text, but they point at your OLD store's CDN — so the moment the old store goes, every image 404s. Re-upload and Shopify appends a dedupe suffix to the filename, which breaks every theme section and product description that referenced the original URL Automatedevery file re-uploaded through the API with its alt text and variant attachment intact, its content type preserved so image-restricted fields still accept it, and every reference to the old URL rewritten
Product descriptions 450descriptions≈ 2 hrsone pass to repair inline image links — the CSV carries the text By handdescriptions are full of inline images and links pointing at the old store's CDN. Paste them into the new store and the text survives perfectly while every embedded image quietly dies — which you usually discover from a customer, not from a report Automatedbodies copied verbatim, then a second pass rewrites every source-CDN URL inside them to the re-uploaded file on the new store
Product attributes & variants 3,600variants≈ 45 minthe CSV carries these; the time is verifying option order By handoption ORDER is part of the product's identity. Rebuild "Size, Colour" as "Colour, Size" and every theme swatch, saved customer URL and app that keys on variant position breaks — silently, because the product page still renders Automatedvariants upserted by SKU with option names and order preserved, so swatches, deep links and app data keep working
Metafields & metaobjects 2,250metafields≈ 15 hrsonly the reference, JSON and metaobject fields, ~1 min each By handthe product CSV carries simple text and number metafields — but not metaobjects, and not reference or JSON types, which is exactly where app data and theme content live. Reference fields are the real trap: copy the value and it still points at objects in the OLD store, so the page renders and the custom block is silently empty Automatedwritten in dependency order after their targets exist, with embedded references re-pointed at the new store's objects — and any value whose reference cannot be resolved is dropped rather than written broken
SEO data & redirects 637records≈ 3 hrsredirects one at a time, plus a handle audit By handany handle that changes becomes a dead URL with no redirect, and existing 301s are not in the product CSV at all. Years of accumulated ranking and backlinks end up pointing at pages that no longer resolve — the most expensive thing on this page to get wrong, and the slowest to notice AutomatedSEO titles, meta descriptions and handles carried across, and every existing 301 recreated, so nothing that used to rank starts 404ing
Your custom theme 1theme≈ 6 hrs2–10 hrs depending on how customised it is By handa theme is not just its files. The settings, section content and block ordering are stored against the store, so a file copy gives you the layout and none of the content. Hardcoded asset URLs and tracking snippets also still point at the old store Automatedyour live theme pulled and pushed as-is, then scanned for tracking snippets and hardcoded URLs that need re-pointing
Product videos 15videos≈ 1 hrsre-upload and re-attach, ~4 min each By handthe product CSV does not carry video or 3D media, so every one is a manual re-upload. They also cannot be pulled straight from a remote URL — the bytes have to be downloaded and staged first, and a wrong content type lands the file as a generic attachment that media-restricted fields then reject Automatedvideo bytes downloaded, staged through a proper upload target, re-attached to the right product, and verified as processed rather than silently failed
Customers 8,500customers≈ 2 hrsCSV import, then cleaning up the rows that fail By handthe importer works, but marketing consent is the exposure: the CSV carries the current opt-in state and NOT the timestamp or source behind it. Re-opting someone in is a compliance breach, dropping them burns list revenue you paid for, and you cannot prove which happened afterwards. Default-address designation is also lost Automatedcustomers upserted by email with every address, the default-address designation, and email and SMS consent states and timestamps preserved exactly as they were
Order history 18,000orders≈ 8 hrsa paid third-party importer, plus a day of mapping and reconciliation By handShopify's own CSV importer cannot create orders at all, so the hours here assume you buy a third-party importer — key them in by hand instead and 9,400 orders is closer to 390 hours, which is why nobody does that and why order history is simply abandoned in most DIY moves. Then support cannot answer a warranty claim, repeat-purchase segments are empty, and every returning-customer flow starts from zero. Getting the mapping wrong duplicates orders or re-dates them to today, and both are worse than not importing at all Automatedfull order history recreated through the API with line items, properties, customers re-associated, original dates and tracking numbers intact
Navigation menus 3menus≈ 1 hrsabout an hour to rebuild and relink them all by hand By handmenu items store resource IDs, not paths, so nothing about them is portable — every link has to be re-pointed at the equivalent collection, page or product on the new store Automatedmenus rebuilt with their nesting, and every item re-pointed at the equivalent object on the new store
Discount codes 35discounts≈ 1 hrsabout 1 hr via the discount CSV, or ~3 hrs rebuilt by hand By handthe discount CSV covers basic codes, but automatic discounts, quantity breaks and combination rules are not in it and have to be reconstructed by hand. A subtly wrong rule is worse than a missing one, because nobody notices until it has been over-discounting for a fortnight Automateddiscounts recreated through the API with their rules, usage limits and dates intact, including automatic and free-shipping types
Blogs & pages 67articles & pages≈ 4 hrsrecreated one at a time, ~4 min each By handno CSV route for either. Articles also have no SEO fields of their own — their title and description tags live in metafields — so a hand-rebuilt blog loses its SEO even when every word of the text is right Automatedarticles and pages recreated with authors, tags and publish dates, their SEO written to the metafields Shopify actually stores it in, and inline image URLs rewritten
Apps & app data 8apps≈ 8 hrsabout 1 hr per app to reinstall, reconfigure and re-test By handmost app data lives in metafields on your products and customers, so reinstalling the app gets you an empty app: reviews gone, subscription plans gone, loyalty balances gone, bundles gone. Flows and automations have to be rebuilt by hand and re-tested, and anything with its own billing has to be re-subscribed Automatedthe metafield data your apps rely on migrates with the products and customers it hangs off, so a reinstalled app finds its data waiting instead of an empty store
36,266
records in your storeproducts, images, variants, metafields, customers, orders
63 hrs
to move it all by handabout 2 working weeks of your time, and only if nothing goes wrong
8 of 14
have no CSV route at allorders, metafields, menus, theme content, videos, apps, gift cards
$247
to have all of it donefixed price, and we only ever read from your old store
We move every one of those records, match the counts against your old store, then run the entire migration a second time — the second pass has to create nothing, which is how you know everything we exported actually landed.
Free · read-only · no card

See these numbers for YOUR store, free

Those are typical figures for this category. The read-only scan counts what is actually in your store, so you know the real scale before you decide anything. No card, and it works even if your storefront is already offline.

▶ Run the free demo scan

Why it happened — specifically for knives and everyday-carry gear

Stripe's restricted businesses list names swords and machetes, and extends to blade types banned by state and country law—automatic knives, ballistic knives and disguised blades are the primary triggers. The secondary trigger is jurisdiction: what is legal to sell in one US state may be prohibited in another, and the UK and several EU markets impose much stricter restrictions still. A processor declining you is usually responding to a customer dispute from a jurisdiction where that blade type was illegal to receive, or to a product page that does not geo-block.

Status
Allowed in principle · review-prone, and dropped when disputes climb
Merchant category code
5999 · 5941The four-digit code an acquirer files your business under. It decides your risk tier, your rates, and which chargeback-monitoring programmes you fall into — so being coded wrongly is itself a reason applications fail.
Reserve to expect
5–10% rolling, held 90–180 days

Rule out the easy fix first — then deal with the real one

Rule this out first: Shopify does not document a knife route, so you cannot attest your way through. What merchants try is applying directly to a high-risk acquirer and hoping the underwriting is fast. It usually is not, because underwriters need to verify that your catalog does geo-block prohibited variants by region. This means you must map your product range against state and country law—a labor-intensive compliance audit—before you apply anywhere. Most people reading this page skipped that step and were declined on their first submission.

It only helps if all of these are true:

  • Your product catalog must geo-block restricted blade types in prohibited jurisdictions
  • You must provide state and country law references for each restricted type
  • Your site must not sell automatics, ballistic or disguised blades to UK or EU customers
  • You must document your geo-blocking mechanism—IP, address or manual review
  • Your disputes must not show a pattern of sales to prohibited jurisdictions

If any one of them does not hold, you are where everyone else on this page is: you need a store built around a gateway that will actually accept you — and everything you have built has to move into it without losing the catalog, the customers, the order history or the rankings.

See it on your own store, not an exampleEvery number on this page is a typical store in your category. Run the audit to see yours — read-only, no card, no commitment.
▶ Start the free audit

What you actually have to fix

Underwriters do not change their minds because you asked. They change them because the facts changed. For knives and everyday-carry gear, these are the facts that move the decision:

Map every blade type against state and country law

This is the single highest-yield fix. You must know whether each of your knife types is legal to sell in every region where you ship. Automatics, ballistic knives and disguised blades are the ones that vary most by jurisdiction. Build a spreadsheet: product, blade type, legal status in each US state, legal status in UK and EU. Then cross-reference it against your actual customer geography from your last two years of orders. Underwriters will ask for this document.

Implement and test geo-blocking on restricted variants

Once you know which blades are banned where, you must block them from being purchased by customers in those jurisdictions. Use IP detection, billing address validation or manual review—pick one you can document. Test it: simulate a UK purchase of an automatic knife and verify the product is either hidden or blocked at checkout. An underwriter will ask to see screenshots of this in action, so keep records of your testing.

Add prominent jurisdiction warnings to product pages

Customers need to know the legal limits in their region. On each product page for a restricted blade type, add a clear warning: 'This product is not available in [list of jurisdictions]' or 'Check your local laws before purchase.' This protects you and signals to an underwriter that you take the legal landscape seriously. It also reduces customer disputes from people who did not realise their jurisdiction forbids it.

Gather and organise your processing history

If you have ever processed with another acquirer or gateway, pull your statements, dispute records and any underwriting notes you received. Underwriters inherit context from your past: if you previously had chargebacks from customers in a jurisdiction where sales were illegal, that pattern haunts your application. Bring this to the table proactively, explain what went wrong and show what you have changed.

What underwriting will ask you for

Getting underwritten for knives and everyday-carry gear

High-risk acquiring is an entire industry that exists for businesses Stripe declines, and several of them publicly underwrite knives and everyday-carry gear. What none of them will tell you up front is the number that actually matters: what your business gets offered, once they have seen your volume, your claims and your history. Rate, reserve and settlement terms vary enormously between applicants in the same category.

Reserve to expect
5–10% rolling, held 90–180 days
Settlement
Slower than the next-day you are used to — commonly T+2 to T+7
What decides it
Your claims, your chargeback history and a MATCH screen — not your industry
Improves over time
Reserves are renegotiable once you have clean processing history
Free · no obligation · takes about 40 seconds

Get real quotes from high-risk processors that accept knives and everyday-carry gear

Six taps and three details. We put it in front of the high-risk acquirers that actually underwrite your category and come back with what they will offer you — rate, reserve and settlement terms — so you are comparing real numbers instead of cold-emailing brokers for a fortnight.

The six things every underwriter asks first
Where to send the quotes
We are a migration service — not a payment processor, acquirer or broker. We take no cut of your processing and we cannot approve anyone; underwriting is always the acquirer's decision. We only approach providers that publicly underwrite your category, and only with your consent above. You can withdraw it any time by replying to the confirmation email. See our Privacy Policy and GDPR page.
Read this before you applyWe are a migration service, not a payment processor, an acquirer or a broker. We take no cut of your processing and we cannot approve anyone — every underwriting decision belongs to the acquirer, and the ones that publicly accept a category still decline individual applicants every day. What we can do is put your details in front of the ones that actually underwrite your category, so you are comparing real offers instead of cold-emailing brokers. Risk appetite changes month to month; nothing here is a promise of approval, and no quote is binding until an acquirer issues it.
Not sure how much is in there?Most merchants underestimate their own store by an order of magnitude. The audit gives you the real numbers in a couple of minutes.
▶ Start the free audit

New company, new merchant account — the honest version

A new legal entity does not help here because the compliance problem is not your business structure—it is your product catalog and geographic sales. Creating a new company will not reset your underwriting history or your MATCH record, and processors will still see the person behind it. The fix is the catalog and the geo-blocking, not the paperwork.

What a MATCH listing actually is

What a new merchant account requires

The entity

Formation documents, EIN or company number, and a business bank account in the company's name with a voided cheque or statement.

The people

Government ID and personal details for every beneficial owner. Underwriting is done on the humans as well as the company — which is why a new company with the same owners does not present as a new applicant.

The history

Three to six months of processing statements if you have any, plus bank statements. A prior termination is disclosed here. Concealing it is the fraud, not the termination.

The website

A live, compliant storefront: clear billing descriptor, contact details, terms, refund and shipping policies, SSL, working checkout, and no claims that contradict your category.

The product

Supplier agreements, certificates of analysis for anything ingestible, licences for anything regulated, and evidence of how you fulfil.

The numbers

Expected monthly volume, average order value and your chargeback history. Understating volume to get approved is a fast route to a frozen account.

A MATCH screen

Run against both the business and its principals. This is the step that decides the application, and there is no way around it — only through it, by disclosing and finding an acquirer who underwrites anyway.

If you do need a new entity, these are the routes people actually use

Costs and timelines below are indicative and go out of date — treat them as a starting point, not a quote.

US flag
US — Delaware LLC or C-corp
$500 one-time, registered agent ~$100/yr after year one
1–2 business days to incorporate; EIN can take longer without a US SSN
Worth knowing before you pick it: Atlas onboards you into Stripe — the same underwriting engine that runs Shopify Payments. Excellent for forming a company; not a route back to card processing for a category Stripe declines.
US flag
US — any state
~$39 + state filing fee; registered agent ~$125/yr
Days, depending on the state
The cheapest credible US route. You handle the EIN yourself, which is free and straightforward with an SSN.
US flag
US — Delaware or Wyoming
~$399 including state fees; ~$299/yr agent
About a week end to end
Built for non-US founders, which is the case where the extra cost over a bare filing actually buys you something.
UK flag
UK — private limited company
Packages ~£110–160 + VAT (the Companies House fee rose to £100 on 1 Feb 2026)
Same day to 24 hours
Non-resident packages exist. A UK company does not by itself give you a UK bank account — that is a separate application.
UK flag
UK — private limited company
Comparable tiers to the above
Same day to 24 hours
Functionally interchangeable with Companies Made Simple; pick on the address and secretarial add-ons you actually need.
UK flag
UK — private limited company
Free formation — you pay only the Companies House fee
24–48 hours including the bank account
The cheapest UK route by a wide margin, because the formation is a loss-leader for the bank account. Fine if you want the account anyway.
Estonia flag
Estonia — OÜ
e-Residency card €100–150, company state fee €265, address and contact service €200–400/yr
2–5 weeks — collecting the card is the bottleneck
A real EU company with real EU obligations, not an offshore shell. Slower than it looks because of the card collection step.
Hong Kong flag
Hong Kong — private company limited by shares
Roughly US$600–1,200 for the first year via an agent, including secretary and registered address
1–4 days to incorporate; banking is the slow part
Incorporation is fast and banking is not. Most merchants end up using a fintech account rather than a traditional bank.

Wyoming is the default for an ecommerce LLC: ~$100 to file, ~$60/yr to maintain, no state income tax and strong owner privacy. Delaware is the investor standard and costs $300/yr in LLC franchise tax for governing law most DTC stores will never rely on. If you are not raising money, Wyoming is almost always the right answer.

Fixed price · verified twice · zero downtime

Move everything for a fixed price

One-time packages — no per-record metering, no quotes. The migration order form unlocks the moment you pay, and the whole migration re-runs a second time before any cutover.

Standard DIY Migration
$247
$349
Fully automated migration up to 20,000 entities: products, collections, customers, pages, blogs, menus, redirects, files, metafields, theme.
Complete Migration
$397
$549
Everything in Standard DIY up to 100,000 entities, plus full order history with tracking, discounts, gift cards, product reviews, markets and translations, Klaviyo & review app reconnection, and a scheduled zero-downtime DNS cutover.
Concierge Cutover
$497
$699
Everything in Complete up to 250,000 entities, plus a full app-stack reinstall & reconfiguration session (Klaviyo flows, pixels, loyalty), Recharge subscription coordination, priority scheduling and 30 days of post-launch support.
Enterprise Migration
$797
$1199
Base fee for unlimited entities, multi-store and franchise rollouts, dedicated migration engineer with a direct line, weekend/overnight cutovers, unlimited re-migrations within 90 days and 60 days of support.
Not ready to pay while your payouts are frozen? Run the free demo scan first → — read-only, no card, and it shows you exactly what would move.

How the migration runs

  1. Book & pay — fixed price, secure Stripe checkout. The order form unlocks immediately after payment.
  2. Submit your stores — domains and details in the order form; then provide revocable API tokens in your customer area (we never ask for your Shopify password).
  3. We migrate everything — your live store keeps selling throughout; it is only ever read from.
  4. Verified twice — the entire migration re-runs and must change nothing; you get the count-matched verification report before any cutover.
Free · read-only · no card

See exactly what would move — before you spend anything

The demo scan connects read-only to your current store and counts every product, variant, image, customer, order and metafield in it, then tells you what a migration would carry across. It never writes to your store, and it works even if your storefront is already offline.

▶ Run the free demo scan

If it has already happened

Whatever Shopify has actually done — disabled the gateway, opened a review, frozen your payouts, closed the store — the recovery differs. Find the one that matches your notice:

Shopify Payments Disabled for a Knife Store? How to Recover

Shopify Payments disabled — what it means specifically for knives and everyday-carry gear.

Shopify Payments Account Under Review for a Knife Store? How to…

Account under review — what it means specifically for knives and everyday-carry gear.

Shopify Payments Not Available for a Knife Store? How to Recover

Application rejected — what it means specifically for knives and everyday-carry gear.

High Chargeback Rate Warning for a Knife Store? How to Recover

High chargeback rate — what it means specifically for knives and everyday-carry gear.

High-Risk Payment Gateway for Shopify for a Knife Store? How to…

Finding a high-risk payment gateway — what it means specifically for knives and everyday-carry gear.

Migrate a Shopify Store to a New Account for a Knife Store? How to…

Migrating to a new Shopify store — what it means specifically for knives and everyday-carry gear.

New Company for a New Merchant Account for a Knife Store? How to…

New company, new merchant account — what it means specifically for knives and everyday-carry gear.

Shopify Payouts on Hold for a Knife Store? How to Recover

Payouts on hold — what it means specifically for knives and everyday-carry gear.

Shopify Payments Prohibited Business for a Knife Store? How to Recover

Prohibited business type — what it means specifically for knives and everyday-carry gear.

Shopify Payments Terminated for a Knife Store? How to Recover

Shopify Payments terminated — what it means specifically for knives and everyday-carry gear.

Shopify Store Suspended for a Knife Store? How to Recover

Shopify store suspended — what it means specifically for knives and everyday-carry gear.

Shopify Payments Rolling Reserve for a Knife Store? How to Recover

Rolling reserve imposed — what it means specifically for knives and everyday-carry gear.

How to Reactivate Shopify Payments for a Knife Store? How to Recover

Appealing a Shopify Payments decision — what it means specifically for knives and everyday-carry gear.

Frequently asked

Which gateway actually accepts knife stores?

The gateway is the easier part—Authorize.net, PaymentCloud, Soar Payments and Easy Pay Direct publicly underwrite this category. The real decision is the merchant account behind it. Each acquirer has different appetite for dispute risk and different requirements around geo-blocking and legal documentation. Rather than cold-email them all, use the quote form on this page to connect with brokers who work with knife merchants regularly and know what each underwriter needs to see.

What reserve should I expect?

High-risk acquirers typically hold 5–10% of your monthly volume in a rolling reserve for 90–180 days. Knife stores see reserves at the higher end of that range because disputes—especially from customers in jurisdictions where the blade type was illegal—are a known risk. The reserve is not a penalty; it is how processors manage the category risk. Make sure your cash flow plan accounts for it from day one.

Will my products survive a store move?

Only if you bring the compliance metadata with them. Shopify's CSV export cannot carry metafields, so a hand migration will drop your blade-type classifications, legal-status annotations and geo-blocking rules. Your catalog will move, but the documentation that proves you are compliant will not. If you re-import via CSV, you will rebuild the products without the legal framework, which is how stores end up selling prohibited variants to prohibited regions and triggering the same disputes again.

Do I have to close my current store to get approved elsewhere?

No. You can apply to a new acquirer while your current account is still open—many merchants do. Once you are approved and ready to switch, you can migrate the data, test it in the new gateway, and then cut over. The risk is that if you move stores without the compliance metadata in place, your first chargebacks on the new processor will look identical to the ones that got you declined before.

See it on your own store, not an exampleEvery number on this page is a typical store in your category. Run the audit to see yours — read-only, no card, no commitment.
▶ Start the free audit
Ready when you are

Move everything, verified twice, from $247

Pick a package and the migration order form unlocks immediately. Your existing store is only ever read from — we never write to it, so nothing you still have can be made worse.

Standard DIY Migration
$247
$349
Fully automated migration up to 20,000 entities: products, collections, customers, pages, blogs, menus, redirects, files, metafields, theme.
Complete Migration
$397
$549
Everything in Standard DIY up to 100,000 entities, plus full order history with tracking, discounts, gift cards, product reviews, markets and translations, Klaviyo & review app reconnection, and a scheduled zero-downtime DNS cutover.
Concierge Cutover
$497
$699
Everything in Complete up to 250,000 entities, plus a full app-stack reinstall & reconfiguration session (Klaviyo flows, pixels, loyalty), Recharge subscription coordination, priority scheduling and 30 days of post-launch support.
Enterprise Migration
$797
$1199
Base fee for unlimited entities, multi-store and franchise rollouts, dedicated migration engineer with a direct line, weekend/overnight cutovers, unlimited re-migrations within 90 days and 60 days of support.
Not ready to pay while your payouts are frozen? Run the free demo scan first → — read-only, no card, and it shows you exactly what would move.
Play it straightA migration moves your data — it is not a way around a platform or processor rule, and it will not get a decision reversed. You remain responsible for fixing whatever triggered the review, for telling a new processor the truth about your business and your history, and for complying with Shopify's Terms of Service and your new provider's rules. What we make certain of is narrower and more useful: that when you do have somewhere to sell, none of your catalog, customers, order history, content or SEO got lost getting there.