The printing landscape has changed significantly since you joined the industry. With tighter deadlines, rising customer expectations, and increasing competition, many print businesses are turning to web-to-print solutions to stay ahead. If you’re not already offering web-to-print for print businesses, you could be falling behind.
Explosion in e-commerce
That’s because more of us than ever before are buying products online, including print. The B2B e-commerce sector alone is forecast to grow by 7.8% year on year (YoY) between 2024 and 2028 (following a 17.6% YoY increase in 2020).
To capitalize on this growth, an ever-increasing number of print shops are investing in Web-to-Print technology.
This is a crucial tool for print providers to stay relevant, grow revenue, and offer a modern customer experience. But what exactly is Web-to-Print, and how can it help your business thrive?
What is Web-to-Print?
At its core, Web-to-Print (W2P) is an e-commerce solution specifically designed for printing. It allows customers to create, personalize, and order print products online through a branded storefront or portal; anytime, from anywhere. Also known as “remote publishing” or “print e-commerce”, W2P bridges the gap between digital convenience and physical printing.
In short, it’s a self-service design and ordering tool. Your customers can select a product, customize it using templates, preview the final output, and place an order – all without needing to speak to someone or send files back and forth.
How Web-to-Print Works
A typical Web-to-Print journey looks like this:
- The customer logs into your branded online portal or storefront.
- They select a product – anything from business cards to brochures or signage.
- Using browser-based tools, they customise the layout using pre-approved templates: editing text, uploading logos, adjusting colours, and reviewing real-time previews.
- Pre-press software alerts the user to any issues, who then approves and submits the order.
- The order is automatically queued for production or routed into your existing workflow.
- Behind the scenes, the system can integrate with tools like inventory management, customer databases, and shipping software – helping to streamline your operations as well.
Key Benefits for Print Businesses
Adopting Web-to-Print doesn’t just make life easier for your customers – it offers real, measurable benefits for your business, too.
Efficiency & Automation
Manual quoting, file checking, and order handling all take time and can result in human error. Web-to-Print automates those steps, reducing admin and ensuring every order is print-ready.
Customer Convenience
Your clients can order at a time that suits them. With instant proofs, editable templates, and a user-friendly interface, the buying experience feels fast, intuitive, and professional.
Faster Turnaround Times
Because orders are submitted digitally and pre-flighted automatically, they can move straight into production – reducing delays and helping you deliver faster.
Increased Revenue Opportunities
An online storefront opens up new sales channels. You can upsell and cross-sell related products, offer seasonal promotions, and reach new markets – all with minimal extra effort.
Brand Control for B2B Clients
Many corporate customers need control of brand consistency across teams or locations. With W2P, you can offer them private portals with locked-down templates, ensuring their materials stay on-brand while still allowing local customisation.
Why It Matters Now – Especially in 2025
Customer behaviour has changed – permanently. Since the pandemic, digital-first expectations have accelerated across every industry, including the print industry. In 2025, clients expect seamless online experiences, fast service, and flexible options. If your competitors are offering all that through Web-to-Print and you’re not, you risk falling behind.
Over the past 15 years, the average age of B2B buyers has steadily declined, with Millennials and Generation Z now making up the majority of the B2B purchasing landscape. According to Forrester, by 2024, 71% of B2B buyers will be Millennials (born after 1980) or Gen Z (born after 1997), up from 64% just two years earlier.
Print B2B Buyers are now Digital-First
This generational shift is reshaping how B2B decisions are made. Younger buyers increasingly prefer digital self-service options over traditional sales interactions. Forrester forecasts that by 2025, more than half of high-value B2B purchases—those exceeding $1 million—will be completed through digital channels, such as vendor websites and online marketplaces.
Millennials now represent the largest segment of B2B technology buyers, accounting for 59% of the market, with nearly a third (30%) acting as lead decision-makers within their organisations.
As a result it’s critical that print businesses prioritize digital engagement strategies that align with the expectations of today’s digital-first buyer.
This demographic transition underscores the growing importance of digital engagement strategies tailored to the preferences of today’s digital-first buyer. They want convenience, automation, and tech-driven service – not PDF email chains and phone quotes.
Web-to-print helps modernize your offering, digitize your workflow, and keep your print shop relevant in an increasingly online world.
Common Misconceptions about Web-to-Print
“It’s only for big companies.”
Not true. Many W2P platforms are designed specifically for small and medium print shops, with scalable features and affordable pricing.
“It’s too expensive or complex.”
Modern W2P tools are more accessible than ever, with cloud-based options that don’t require major infrastructure or technical expertize. Many providers offer onboarding support and training to help you get started.
Getting Started with Web-to-Print
You don’t need to overhaul your entire business overnight. A smart first step is launching a small W2P pilot – perhaps for a repeat product line or a trusted B2B client.
Look for software that offers:
- A user-friendly front-end for your customers
- Seamless integration with your print workflow
- Customisable templates and product catalogues
- Strong support and training resources
Involve your team early on – especially sales and production – to make sure the transition is smooth and that the platform works for everyone.
Don’t Wait to Modernize Your Workflow
Web-to-Print is no longer a “nice-to-have” – it’s becoming a baseline expectation for print buyers. In 2025, it’s your opportunity to streamline operations, improve customer satisfaction, and open new revenue streams with relatively low risk. If your business is still relying on manual processes, it’s time to consider a more modern approach.
Interested in learning more? Download our guide “Workflow Bottlenecks: The Hidden Cost in Print Operations and How to Fix Them” to learn how Infigo could transform your workflow.
