Merlovi is an online shopping brand offering a wide-ranging selection of everyday products, gifts, and practical accessories. Its store spans fashion and accessories, including clothing, shoes, jewelry, bags, and hats, alongside electronics, smart devices, tools, and home goods. Shoppers can also browse health and beauty items, car-care products, outdoor and fitness equipment, pet supplies, gardening essentials, toys, and seasonal gifts.

The catalog features a mix of useful household solutions and distinctive gift ideas. Examples include a portable silicone ice-ball maker, reusable-cover dust mop, door weather-stripping seal, car scratch-repair pen, and rust-repair paste. Personal-care and leisure products include a wireless hair curler, electric shaver and beard trimmer, nail-art pens, grip-strengthening equipment, and a coastal-themed DIY craft kit. Merlovi also lists novelty items and holiday merchandise, such as a festive projector and Christmas wine-glass gift set.

The website provides customer support information, order tracking, and published policies covering shipping, returns, privacy, and payments. It accepts several payment options, including major cards, PayPal, Apple Pay, and Google Pay.