In the context of this article, a self-publishing website is any place where you create the content, post it for sale through their system and get paid via direct deposit, mailed check or PayPal. Examples of sites like these are Zazzle, Lulu and CreateSpace. Self-publishing doesn’t always refer to books whether printed or e-book, as it could also mean other physical products like t-shirts, mugs, hats and so on.
While not all self-publishing websites require your SSN (Social Security Number), most of them do. This can cause a bit of confusion because it leaves you with the thought of, “If X self-publishing site has my bank account and routing number, PayPal account, name, phone and address, why is it necessary to provide my SSN?”
The SSN is required for tax reasons, both for you and for the site you’re self-publishing from. Believe me when I say that if the self-publisher websites weren’t required to have you provide SSN to sell stuff, they wouldn’t ask for it because ultimately it doesn’t make them any money at all.
Your only other option if you don’t want to provide your SSN to sell stuff on self-publisher websites is to use a tax ID, which for most people is totally unncessary if all you want to do is sell a few t-shirts and hats.
In the end, yes it is safe to provide the self-publisher site with your SSN in order to sell stuff. All self-publisher sites are under very strict rules not to share out that information with anyone.
On a final note, I want to make clear that the SSN requirement is for selling stuff and not buying stuff.

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