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Merchant Profiles are designed to give FIRST customers ultimate configuration over the delivery experience on a per-merchant basis. 

To navigate to a give merchant profile click 

Merchants > Search for Profile > Select desired Merchant Profile

this is the name of the merchant that will show on dispatch, in invoices, and on the end-user tracking link

 this is the password used to log into the "FIRST Merchant" app.

 this is the number that is used in the platform for any user to contact the Merchant

 this is the address that delivery drivers will see for the pickup location

 the email address used to log into the merchant app. 

 this email doesn't have to be, but should be a real email so that merchants can reset their password as needed.

 the email you would like to have copied on and refund requests to and from DSPs (Delivery Service Providers).

 - this will be the default amount of time in minutes that it will take for a merchant to prepare a delivery

 - these are relevant pickup instructions for delivery drivers that come to your location (i.e. park in loading zone, provide customer name for pickup, etc)

- this is the default delivery price. This will not have any affect to what you charge, or what you will pay for a delivery. It is stored on the transaction, and can be helpful for reporting

 - This is another setting that will not have any affect to what you charge, or what you will pay for a delivery. It is stored on the transaction, and can be helpful for reporting

when this setting is enabled, it is assumed that the merchant is making the food, and the order will be dispatched immidiately

this setting will assume that any order created is a catering delivery, and will be dispatched as a catering order

this setting indicates on the web dashboard that the merchant is a pizza merchant, and orders should be dispatched to cars accordingly

this created a priority tag in dispatch, so that your delivery team knows that this merchant is important to prioritize

this setting is important for some merchants where they may want a delay due before a delivery is created in FIRST, this could be due to the fact that certain POS systems need time before orders are fired into the kitchen

this is an important setting. When a delivery exceeds this dollar threshold, our system will automatically categorize these deliveries as "catering" orders, and could dispatch them differently based on this merchant's dispatch strategy. 

This setting only applies if Auto-accept is DISABLED. If this setting is enabled, the delivery will be dispatched an external fleet based on the merchant's dispatch strategy

this allows the merchant to see the price the DSP is charging in both on the manual assign module as well as in the orders and history table. If you do not want merchants to see the price, then disable this feature. 

this features allows merchants to snap a photo of recipt, and the system will leverage AI to create a delivery request. This is a great feature for Merchants where FIRST does does not have a direct integration with a POS / online ordering system. 

this features allows merchants and end-users to see real-time ETAs for internal drivers of a merchant's fleets. 

 this setting only applies if Auto-accept is DISABLED. If this setting is enabled, the delivery will be dispatched an external fleet based on the merchant's dispatch strategy - once the user clicks "assign"

this setting allows the merchant to see how much a delivery will cost if they use their own drivers, when viewing the manual assign module.

this setting gives your Merchants the ability to get chat support on the FIRST Merchant App.

this setting gives merchants the ability to request different types of deliveries from the FIRST Merchant app

Note: AI Reciept Parsing, Real-time arrival estimates, and Chat Support may cost you more software fees, and as such - they can only be enabled by a FIRST team member - reach out if you want these enabled.

these settings will override the tracking link settings set up in your Global Settings found in the web dashboard.

 - we recommend using a logo with 4:1 dimensions here. This is a nice way for the end user a branded experience for the end-user

 - this adds a banner to the footer of the tracking link. Think of it as an ad-space where a merchant can ask for feedback, or have a call-to-action to join their loyalty program. 

 - this is a URL that will open up when the end-user clicks the Footer Banner

 - this is a valuable feature, so that diners have realistic ETAs for their delivery. Once the delivery is picked up, the ETA will switch to the live ETA, based on the estimate from the delivery driver. 

this field allows you to override the dispatch strategy that is applied to the merchant profile

this allows you to design a custom zone. Note: it does not have any implications on where end-users can order from. However, it's a useful feature with Dispatch Strategies. For example, in dispatch strategies you can enable a toggle to immediately assign OOZO (out-of-zone orders) to external fleets. 

Merchant Settings Definitions & Profile Overview

Configuring merchant settings is a very important step to ensure delivery operations are smooth on a store-to-store basis. 

There are Default Merchant Creation Settings, so that whenever you create a new merchant, these settings are inherited

https://dispatch.firstdelivery.com/settings/territories/c11a4f31-c5f6-4895-a9dc-7a040977e0bb

Click on the Territory where you want to set up these settings

Click on Merchant App Settings, and you will see the following settings to tweak on the merchant app. 

Default Merchant Creation Settings

When creating your stores, it's important that you name them properly so that your data can easily be reconciled going forward (i.e. store numbers are important!)

While, we always recommend having your account manager help you set this up. Here is a how to guide on how you can create merchants from the FIRST Delivery Dashboard. 

How to create a merchant via the web dashboard:

Click the + button by the "Merchants" text

Fill out fields in Create Merchant drawer

Note: while email verification is not required. Real emails are important to have to reset passwords for the merchant app if needed, and for email communications regarding delivery refunds or alerts

You can also create merchants via API, learn more 

Creating Merchants

FIRST Delivery comes pre-installed with integrations with DoorDash Drive, UberDirect, Relay, and other fleets that you can leverage without needing to contract with any external delivery companies 

If you want to add catering fleets like Dlivrd and DeliverThat - reach out to your account rep, and we can enable them on your behalf within 1-2 business days. 

Adding Delivery Service Providers

Most ordering channels can be connected in less than 1 business day – please reach out to 

 and we can enable ordering channels within 3 business days.

Connecting Ordering Channels

Territories can be as small as a single location in a single town, or as large as a time-zone. 

Say you have 3 restaurants in Chicago that share the same pool of drivers. In this case they should all be set up in 1 territory, even if drivers are dedicated to 1 location at a time. If they are dedicated to 1 location at a time, we can set up sub-territories to support this function. 

While we can migrate merchants and drivers between territories, it's best to set up your merchants and drivers the best way from the get-go. 

Territory design comes down to how you use FIRST Delivery. 



Do these drivers only work for one merchant location?

 → Your drivers work across multiple merchants.

If you don’t use internal drivers, it’s usually best to keep the number of territories small.

Group merchants into territories only when they require 

 → One territory covering those merchants.

 → Fewer, larger territories (grouped by region or strategy).

Always plan territories up front—it’s easier than moving merchants and drivers later.

Configuring Stores (Merchants)

Merchant Settings Definitions & Profile Overview

Default Merchant Creation Settings

Creating Merchants

Adding Delivery Service Providers

Connecting Ordering Channels

Configuring Merchants & Territories Best Practices