mer-CAR-to | noun

1.    A play on the word “market” used in English, Spanish, Portuguese, Italian, French, Dutch, German (market/mercado/mercado/mercato/marche/markt/markt). Mercartto is a market for art.

2.    The name contains the word “art”, which is not only a reflection of the products sold, but also relevant for search engine optimization (SEO).

3.    At 9 characters, the name is relatively short, useful for social media microblogging.

4.    Can also be short for "driving a Mercedes to buy art in Toronto."*

*Lookin' at you, Drake.