This question echoes through the halls of commercial printing companies everywhere: “Should we be selling online?” It feels like it’s just sitting there, the pressure to launch an e-commerce storefront. We see giants like Vistaprint and Amazon dominate the retail space, and it’s easy to assume that every print service provider (PSP) needs to follow suit.
The truth, however, is more complex. The right answer isn’t a simple “yes” or “no.” It’s “it depends.”
The decision to embrace e-commerce is a strategic one, rooted in a deep understanding of your business model, your target customers, and ultimately your goals. Simply launching a retail-style website without clear alignment can be a costly, time-consuming distraction.
This guide will break down the different ways print companies can leverage e-commerce, where it excels, where it falls short, and how to determine the right path for your business.
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