Web-to-print systems have been around since the first e-commerce boom in the late 1990s – and have been steadily increasing their share of the commercial print market since. The capabilities include ordering static products from stock via an online shop; or more sophisticated templating systems that allow buyers to customise print products, such as business cards, stationery, and point-of-sale items. The process functions include user administration, order processing and approval process, payment, shopping cart, and dispatch.

Processes that traditionally took place after discussion with sales and customer service reps at printers can be implemented by customers, who have to take an active role. When it works well the customer is guided through the necessary steps by a self-explanatory system. This can also be a drawback though: often printers will report, with some surprise, low levels of acceptance by customers – but this is changing as e-commerce becomes more common.

Intuitive
For business-to-business applications it is necessary to provide support and training for users. Systems should be designed to be easy and intuitive to use. If a consumer application is planned, then getting the message out to potential customers is critical; but this can be difficult to achieve, as there is now a lot of competition for online print. The successful suppliers have used the technology to open new print markets, allowing individuals and micro-businesses to specify and order professional print at reasonable prices.

The burgeoning photobook market is a good example of the new markets enabled by web-to-print. The declining analogue photo-processing sector developed its online design and ordering software, and fostered a $5 billion (€3.8 billion) marketplace for photo products. These range from a simple 10cm x 15cm photo, to albums and yearbooks, and even large-format canvas prints.

In some cases the early adopters have built significant businesses using the technology, with Vistaprint probably the leading example. The printer was one of the first to spot the opportunity of selling to individuals via the Internet, and subsequently invested heavily in promotion and advertising. Today it is one of the fastest-growing print companies, with a 2011 turnover of around $817 million.

Vistaprint uses web-to-print and slick workflow for long-run, low-cost economics to short-run production jobs that it identifies as a $25 billion market. The company delivers a range of branded and promotional products.

Vistaprint flyer design screenshot. Source: Vistaprint

In Q3 2011 the company acquired 1.9 million new customers, processing 5.9 million orders at an average value of $36.38. The firm recorded a total unique customer base of 11.9 million. Vistaprint is developing new opportunities, pushing an easy-to-use application on Facebook, which gives users the opportunity to create a printed calendar, with photos and reminders of important dates. This brings in the account information – including tagged photos, profile images and friends' birthdays – to create a basic design that can be further customised and bought easily in a few clicks.