Global Web-to-Print (W2P) Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2024-2032)

Web-to-Print (W2P) Market Insights

• Currently, there are about 228,000 print-on-demand stores in the world, equivalent to nearly 5% of all online shops. 
• India's active internet user base is expected to grow to close to 900 million by 2025, providing a favourable environment for the web-to-print (W2P) market development.
• Top print-on-demand stores have a huge social media following, reaching about 897,178 people across platforms like Facebook, Instagram, Pinterest, TikTok, Twitter, and YouTube.
• As per industry reports, around 11.4% of Shopify stores engage in print-on-demand activities, showcasing a well growing demand for online printing.

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Web-to-Print (W2P) Market Analysis

Web-to-Print (W2P), also known as remote publishing or print e-commerce, is a digital service that allows users to create, customise, and order printed materials through an online platform. This technology allows customers to create print-ready designs for products such as business cards, photographs, brochures, flyers, t-shirts, coffee mugs, glassware, banners, and more, without requiring advanced design skills. 

One of the critical drivers for the growth of the web-to-print (W2P) market is increasing adoption of print-on-demand (POD) technology. POD provides high flexibility and customisation benefits compared to traditional print orders for unpredictable demand, superior product quality, and improved client support. In addition, POD meets the need for fast and efficient publishing while giving authors and publishers independency on how they want to package and sell the books.

Print-on-demand service is also cost-effective and does not require any storage cost. This is particularly useful for book publishers whose storage of physical copies requires extra expenses. These benefits of POD are anticipated to boost the web-to-print demand and drive market’s growth. The rise of W2P platforms in industries like real estate and education as schools and agencies rely on custom print materials, also illustrates the expanding scope of the market.

Web-to-Print (W2P) Market Trends

Rising Integration of Cloud-Based Printing Solutions

Cloud-based printing has become a significant driver of the market as it enables users to access design tools and printing services from any device, anywhere. This integration streamlines the ordering process, improves collaboration, and enhances operational efficiency for businesses. Companies like Printful and Xerox have adopted cloud based W2P platforms to manage large volumes of print jobs more efficiently. As per industry reports, Printful processes over 1 million print-on-demand orders monthly. This shift to cloud-based solutions is giving businesses the flexibility to operate remotely while scaling their printing capabilities.

Surge in Demand for Personalised Products

One of the key trends in the web-to-print (W2P) market is the rising demand for personalised print products. Consumers and businesses are increasingly seeking customised designs for items like invitations, packaging, and promotional materials. Advancements in digital printing technology have enabled the production of high-quality, short-run prints at lower costs. For instance, companies like Shutterfly and Custom Ink allow customers to design items such as photo books and apparel. As per industry reports, personalised marketing materials have a 42% higher response rate than non-customised alternatives. This trend is hence, driving customer engagement across sectors.

Ongoing Expansion of E-Commerce and Omni-Channel Retailing

Due to the continued growth of e-commerce, many retailers are incorporating W2P solutions into their online platforms to offer print-on-demand services, resulting in enhanced web-to-print (W2P) market revenue. This is especially popular in industries like fashion, marketing, and home décor. Platforms like Redbubble and Zazzle, which allow artists to upload designs and sell custom products such as clothing and home goods, have seen significant user growth. As per industry reports, Redbubble hosts over 700,000 independent artists that cater to online printing demand. The rise of omni-channel retailing, where customers expect seamless service across multiple platforms, is further driving the adoption of W2P solutions, enabling businesses to meet growing demand for custom products in both online and offline spaces.

Web-to-Print (W2P) Industry News

September 2024

Shopify has enhanced its print-on-demand capabilities by integrating with PrintKK, allowing users to customise and sell over 40 product categories without managing inventory. This seamless integration automates order fulfillment, ensures efficient production, and delivers direcrly to customers. It will help entrepreneurs focus on design and marketing with incurring any upfront costs, resulting in increased web-to-print (W2P) market value.

September 2024

Bobst introduced SmartGravure, a digitalised workflow for its Master RS 6003 gravure printing machine. This innovation reduces the setup time and operator skill requirements by automatically determining optimal settings for each print job, significantly reducing waste and enhancing productivity. The modular system includes components like OneSet, OnePrint, and OneECG, which collectively improve colour consistency, reduce ink usage by over 50%, and ensure sustainable web-to-print and other printing practices.

Opportunities in Web-to-Print (W2P) Market

Major opportunities in the market are arising due to the growing demand for personalised and on-demand printing services across sectors such as retail, education, marketing, packaging, and corporate branding. With businesses increasingly looking to offer custom products and marketing materials, W2P solutions provide an efficient and scalable option to meet this demand. For instance, e-commerce companies like Etsy and Shopify have embraced W2P integrations, which allow sellers to offer changeable products such as apparel, books, photographs, home décor, and promotional items, reaching a larger customer base and providing a decent web-to-print (W2P) market outlook.

Additionally, as small, and medium enterprises (SMEs) increasingly adopt digital solutions, there is significant potential for W2P platforms to capture the market share by offering cost-effective, cloud-based printing solutions. According to a survey, nearly 60% of businesses are now prioritising personalised marketing, presenting a key growth area for W2P providers. Expanding into new industries like education and healthcare, where tailoured printed materials are increasingly in demand, also presents a lucrative opportunity for W2P companies.

Web-to-Print (W2P) Market Restraints

One of the main restraints in the market is the high initial cost of adopting advanced W2P platforms. Setting up customised software, integrating it with existing systems, and maintaining these platforms require significant investments in technology and skilled personnel. For instance, smaller print shops may find it difficult to invest in automation tools like EFI’s Digital StoreFront or HP’s PrintOS, which are widely used by large-scale players such as Vistaprint and Cimpress to streamline their operations. Moreover, print shops that operate on traditional models often face challenges in migrating to digital processes, especially when employees lack the technical expertise to operate complex W2P systems.

Another challenge impacting web-to-print (W2P) demand forecast is the integration issues, as W2P platforms must seamlessly work with existing e-commerce solutions and customer relationship management (CRM) systems, which may turn out costly for small businesses. Additionally, security concerns related to data privacy, particularly in cloud-based environments, act as a deterrent. A report by McAfee revealed that 26% of businesses cite cloud security issues as a primary barrier to cloud adoption, reflecting how these concerns can slow W2P adoption.

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Web-to-Print (W2P) Industry Segmentation

“Web-to-Print (W2P) Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Component

• Design-it-Yourself
• Template-Based

Market Breakup by Offering

• Software and Services
• Print Solutions

Market Breakup by Application

• Print Media and Advertising
• Personalised Products
• Others 

Market Breakup by Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Web-to-Print (W2P) Market Share

By Component Insights

Design-it-yourself (DIY) provides customers a platform to use their creativity to personalise designs and upload them. Customisation tools available on the W2P websites makes the process simple and attractive. Further, the growing market for personalised gifts and corporate merchandise is expected to fuel the web-to-print (W2P) market growth in the future. Online product customisation software gives the customers the power to design their product packaging as well. These advantages have aided the market historically and is anticipated to contribute to the market during the forecast period as well.

On the other hand, template-based component offers users pre-designed templates that can be easily customised with text, logos, or minor graphic changes. This segment is popular among businesses that need fast and professional results without requiring advanced design skills. Companies like Vistaprint and Printify dominate this segment as they provide thousands of modifiable templates for business cards, brochures, banners, and cards, among others.

By Offering Insights

As per the web-to-print (W2P) industry analysis, the software and services segment encompass platforms that allow users to design, manage, and customise print orders online. This includes cloud based W2P solutions, design tools, and integration services that cater to both individuals and businesses. Companies like EFI’s Digital StoreFront and OnPrintShop offer advanced software that streamlines the entire process, from design to fulfillment. According to recent reports, cloud-based W2P software is seeing substantial growth, with more than 35% of print service providers now using cloud-based tools to manage their workflows. These solutions enhance operational efficiency by automating order management, proofing, and customer communication. The growing reliance on automation and data-driven design solutions is reshaping the web-to-print (W2P) market dynamics and trends.

The print solutions segment includes the actual production of printed products such as brochures, banners, business cards, apparel, and packaging, using both digital and traditional printing methods. This segment is driven by the increasing demand for short-run prints. Platforms like Shutterfly offer high-quality printed products with fast delivery times. Innovations in digital printing, such as HP Indigo and Canon’s digital presses, are allowing print providers to produce short-run jobs more cost-effectively and efficiently. The development of eco-friendly inks and recycled paper options is also influencing this segment’s growth.

By Application Insights

The print media and advertising applications hold a significant web-to-print (W2P) market share. This segment has gained momentum as retail, event, advertising, and publishing companies increasingly opt for online platforms to order promotional materials. Platforms like Moo, Etsy, and Shopify offer businesses easy-to-use tools for creating high-quality print media, driving demand for fast, affordable, and customised advertising solutions. Recent trends show that nearly 60% of small businesses now use online platforms for marketing materials due to the need for effective brand communication.

The personalised products segment has become one of the fastest-growing applications in the web-to-print (W2P) market landscape, driven by the rising demand for accessories, home decor, stationery, apparel, electronics, food and beverages, sports equipment, gifts, and promotional items. E-commerce platforms of USA like Shutterfly, Redbubble, and Zazzle have recently reported that over 75% of consumers prefer products that can be tailoured to their needs. In response, many W2P providers have expanded their product ranges to include customisable phone cases, mugs, and accessories. The demand for personalised products is also heavily influenced by holiday gifting trends, birthdays, anniversaries, farewell gathering, and other special occasions.

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Web-to-Print (W2P) Market Regional Insights

North America Web-to-Print (W2P) Market Trends

The high adoption of digital technology and established e-commerce infrastructure of USA has positioned the North American region at the forefront of W2P market. Canada also makes use of personalised printing solutions for both businesses and consumers. Companies like Gelato and Vistaprint are well-established players in this region, offering a wide range of customisable products from business cards to wedding invitations. The North American market is also characterised by a strong demand for marketing and promotional materials, with over 60% of SMEs using online printing solutions.

Asia Pacific Web-to-Print (W2P) Market Drivers

The Asia Pacific region is witnessing rapid growth due to the expansion of e-commerce, rising disposable income, and growing demand for personalised products. Countries like China, India, and Japan are leading the adoption of W2P solutions as more businesses are integrating online printing for promotional materials and packaging. Moreover, China has a robust e-commerce market and platforms like Alibaba and JD.com offer print-on-demand services. A report highlights that nearly 40% of small and medium-sized businesses (SMEs) in Asia are now adopting W2P solutions to streamline their marketing efforts. Additionally, the region is seeing increasing demand for eco-friendly print solutions, further boosting the market's growth.

Europe Web-to-Print (W2P) Market Opportunities

Europe’s focus on sustainability and eco-friendly printing solutions is shaping the market, as businesses and consumers in the region increasingly prioritise recycled materials and green printing technologies. For instance, companies like Flyeralarm in Germany are leading the charge by offering recyclable substrates in W2P services that comply with Europe’s strict environmental regulations. Additionally, a survey revealed that 35% of European businesses are adopting W2P solutions to reduce costs and enhance marketing efforts, particularly in industries like packaging and retail. In the packaging sector, companies such as Packhelp in Poland are providing customisable packaging solutions.

Middle East and Africa Web-to-Print (W2P) Market Growth

Countries like the UAE, South Africa, and Saudi Arabia in Middle East and Africa (MEA) region are slowly adopting web printing solutions. The rising digital transformation across industries and the growth of the retail and tourism sectors are rising the demand for W2P services. In the UAE, for example, companies like PrintArabia provide businesses with a range of W2P services, such as gifting goods and corporate marketing materials. A report suggests that 20% of SMEs in the Middle East are now using online printing platforms to streamline their marketing campaigns. However, infrastructural challenges and limited technological adoption in some parts of the region are restraining growth, though the market is expected to expand as digitalisation efforts are expected to accelerate in the future.

Innovative Start-ups in Web-to-Print (W2P) Market

Start-ups are revolutionising the printing industry by focusing on user-friendly solutions that enhance customisation and streamline the ordering process. For instance, companies like Vistaprint and Printful allow customers to easily design and order a wide range of products, from business cards to custom apparel, all through intuitive online platforms. These start-ups often provide value-added services such as graphic design assistance and artwork correction, catering to users with varying design skills. Additionally, some are developing branded private portals for businesses, ensuring brand consistency across printed materials. Few start-ups that have substantially driven web-to-print (W2P) industry revenue are:

Printful, founded in 2013, and based in North Carolina, United States, offers print-on-demand and fulfillment services. The company specialises in custom printing for products such as apparel, accessories, and home décor. Printful integrates with popular e-commerce platforms like Shopify, Etsy, and WooCommerce, enabling seamless order processing and shipping directly to customers. Since its launch, Printful has fulfilled over 60 million items and operates globally with facilities across the USA, Europe, and Mexico. Moreover, the company is not a multimillion-dollar enterprise, with over 1,600 employees. It was also recognised as one of the fastest-growing companies in North America by Deloitte in 2020.

Gelato, founded in 2007 and headquartered in Oslo, Norway, is another highly successful player in the web-to-print (W2P) market, offering a global print-on-demand network. The company enables businesses to print custom products like marketing materials, photo books, and personalised gifts through its platform, which presently connects with more than 100 print partners worldwide. Gelato has enabled businesses to reach international markets, has facilitated millions of orders, and focuses heavily on reducing environmental impact by using local printing networks. The company operates in over 30 countries, making it one of the most geographically diverse W2P platforms.

Competitive Landscape of Web-to-Print (W2P) Market

Market players are concentrating on enhancing customer experience and operational efficiency through technological advancements. They are integrating automation and AI-driven solutions to streamline the printing process, making it more efficient and user-friendly. For example, companies like OnPrintShop have introduced application programming interface (APIs) that automate product migration and order updates, significantly reducing manual intervention. Additionally, these key platforms allow users to easily design and personalise products. The rise of e-commerce has also prompted players to offer tailoured solutions for businesses, addressing the increasing demand for on-demand printing and bespoke marketing materials.

Key Industry Players

Agfa-Gevaert Group, founded in 1867 and headquartered in Mortsel, Belgium, provides advanced imaging systems and IT solutions primarily for the printing and healthcare sectors. Agfa's product portfolio includes high-quality offset printing plates, digital printing solutions, and software for managing print workflows. 

Aleyant Systems LLC was established in 2005 and based in Illinois, United States. Its flagship product, Pressero, is a robust web-to-print platform that allows businesses to create customisable online storefronts. Company also offers PrintJobManager, system that streamlines order processing.

EPS US, LLC, founded in 2001 and located in California, United States, offers digital printing for fulfillment, and marketing purposes. For example, EPS provides customised promotional materials that help businesses effectively communicate their brand message.

Radixweb was founded in 2000 and is headquartered in Ahmedabad, India. It offers custom software development services that include web-to-print solutions to meet the needs of printing businesses. They focus on automating printing processes and improving operational efficiency through bespoke software.

Other web-to-print (W2P) market players include Xerox Holdings Corporation, among others.

Recent Developments in Web-to-Print (W2P) Market

September 2024

HP launched HP Print AI to enhance the printing experience by addressing common issues associated with printing from web pages and spreadsheets. The standout feature, Perfect Output, reformats content to minimise white space and eliminate unwanted ads. This innovation is expected to provide users with a more efficient and visually appealing way to print online or web materials.

September 2024

OnPrintShop introduced its innovative AI tool at the Printing United Expo, aimed at enhancing web-to-print management and workflows. As per web-to-print (W2P) market overview, the AI tool automates tasks such as prepress operations, colour correction, and quality control, allowing offline and online printing businesses to meet customer demands while reducing errors.

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