Real Betis has begun a process to transform and modernise its sales channels, starting with the relaunch of its online shop, designed to make buying official merchandise simpler, faster and more personal.

The shop.realbetisbalompie.es platform makes it easier to personalise official shirts, showing an image identical to the finished product. Users can also buy each player's hummel shirt quickly and intuitively. In addition, the shop offers recommendations tailored to each user's preferences.

The new online shop provides more complete information on every product, including a more detailed size guide and specifications on the fit of each garment. The aim is to help fans choose the right product first time and spare them the inconvenience that exchanges and returns always involve.

Real Betis members and supporters can now also log in to the online shop with the same username they use for their private area on the Club's official website. This speeds up the buying process and automatically applies any discounts that apply: Soy Bético members, Soy Bético members with season tickets and Soy Bético Premium members receive a 10% discount.

The relaunch strengthens Real Betis's commitment to online sales, a channel that has grown significantly in recent seasons, with more than 100,000 orders processed over the last two seasons and a 30% increase in sales in 2025/26 compared with the previous season. The online shop has also become one of the main ways for international fans to connect with the Club, and has boosted sales in markets such as the United States, Germany and the United Kingdom.

Emilio García Duarte, Real Betis's Chief Business Officer, welcomed this new step and highlighted the improvement it brings to the Club's relationship with its fans in this area.

"This improvement is part of a modernisation strategy that, as well as helping to generate revenue, which is so important for Real Betis, puts the focus on the fan: we want their experience to be simpler, faster and closer. Our online shop has enabled us to increase our sales volume and grow internationally, but improving that experience is essential for our expansion and for reaching fans more easily through hummel and our official products," he said.

In addition to the online shop, Real Betis has official stores in Seville and its province: La Cartuja, Lagoh Shopping Centre, Avenida de la Constitución, Aire Sur Shopping Centre, the Dos Hermanas outlet store and N-4 Shopping Centre in Écija. The Club also has official merchandise corners in El Corte Inglés's three department stores in Seville: Nervión, Plaza del Duque and San Juan de Aznalfarache.