Web-to-Print: A Web of Opportunity

Given the huge lean towards digital technologies in this day and age, not having a strong online presence could prove problematic for your business in the long run. One of the most effective ways for print companies to conduct business online is through web-to-print.

While this relatively simple concept has only been around for less than two decades, it has had a huge impact on how modern print service providers (PSPs) conduct business, allowing customers to easily place orders over the internet without even having to pick up the phone. But with so many print houses offering a similar service, how can PSPs use web-to-print to stand out from the competition.

Here, Print Monthly speaks with several developers in this sector to find out about their latest solutions and offerings, and how these can help PSPs gain an advantage in the highly competitive online print space.

Reducing Costs

Up first is Flex4, the company behind the Online Print Solution (OPS), which provides web-to-print e-commerce and private branded storefronts or portals. Director David Whiteley believes web-to-print should still be important to printers given the increasingly competitive print market as all companies need to make improvements in their workflow processes to reduce costs.

“A web-to-print solution like the Flex4 OPS helps with this by providing multiple integration opportunities that eliminate the need to re-key data and eliminate errors,” Whiteley says, adding: “Furthermore, a web-to-print system can help to both win new customers and retain existing customers by providing a better service. Increasingly print buyers expect the ability to order online and if a printer doesn’t offer this option, there is a danger they will lose out.”

A web-to-print system can help to both win new customers and retain existing customers by providing a better service

On the subject of missing out, Whiteley says PSPs still using early web-to-print systems must consider upgrading to ensure they make the most of new developments. He explains that as businesses change, older systems either cannot be adapted, or the cost of the changes are no longer affordable.

“The cost of supporting older systems has also increased in recent years and Flex4 has gained many new customers recently where the main objective was to both improve web-to-print functionality and gain a reduction in support costs,” says Whiteley.

“As more and more print businesses go online, it is increasingly important for a website to have a unique design that differentiates a printer’s business online. In addition to great design, extensive functionality which is both flexible and can be both easily and cost-effectively updated are other key qualities.

“Many of our customers have taken advantage of the growth path our solution provides as this allows them to extend functionality and improve workflow as their business grows and its needs evolve.”

With this, Whiteley draws attention to some of the latest upgrades to Flex4 OPS. Soon to be added to the solution is an automatic artwork checker, which will initially be made available to printers already using Flex4 OPS to take orders online. He adds that consideration is also underway to make this solution available where offline orders are being placed.

Whiteley goes on to say Flex4 talks with many printers that build websites in WooCommerce and Shopify, and realise they are unable to offer their full range online due to restrictions in the solution product pricing. In comparison, the OPS solution has a pricing engine specifically written for the print marketplace and this, Whiteley says, helps overcome the real-world challenges printers face when selling online.

A Crucial Tool

Another provider in this area is OnPrintShop, which has worked with more than 2,000 print companies around the world. Namish Patel, vice president of sales at OnPrintShop, says web-to-print solutions should still be regarded as crucial for modern print companies.

“An effective web-to-print portal offers substantial benefits, making it an essential tool for any printing business; this is why many PSPs are investing in web-to-print storefronts, Patel says, adding: “We view the stand-out benefits as print automation for helping to streamline the printing process, improving management of print shop operations, and simplifying the management of print orders.

“Moreover, an efficient web-to-print shop can fully automate the creation of custom catalogs for products, including descriptions and specifications. This leads to benefits such as driving sales and boosting revenue, promoting your brand, and saving time and money but also cutting the time costs associated with traditional printing methods.”

Patel goes on to say that in today’s fast-paced market, end clients’ needs are constantly evolving, and printers aiming to grow across multiple print segments must keep up. As demand changes, he says, printers should upgrade their solutions and partner with providers that offer flexible and scalable technology.

So, what should PSPs be looking for when upgrading their web-to-print? Patel says there are several factors to consider, beginning with ensuring the system offers centralised print order management enabling printers to manage all orders from a single interface.

Other key features should include multi-print segment support, assisting PSPs across areas such as commercial printing, packaging, labels, and textiles, as well as seamless connectivity with third-party platforms such as CRM, ERP, and accounting software. Patel also says the solution should be compatible with different screen sizes and 'look the part' across desktop, mobile tablets, and laptops, and provide flexibility to choose various print options such as paper type, frame, finish, material, and lamination.

“Upgrading web-to-print systems offers significant benefits, from improved customer satisfaction to streamlined operations, making it an essential move for modern print businesses,” Patel says, adding: “By consolidating into a single, advanced platform, printers can enhance user experience, reduce costs, and stay competitive in a dynamic market.”

Web-to-print functionality has already become an essential part of most large print businesses, to the extent that many customers expect it

This leads Patel to talk about OnPrintShop v11, the latest offering from OnPrintShop. The solution offers support for nine print segments – commercial and business stationery, large-format printing, canvas printing, web-to-pack, label printing, photobook design, booklet printing, label printing, and direct mail marketing – all across six sales channels.

The tool offers features such as an advanced price estimation formula for simplifying complex pricing, online designer studio, web-to-pack with 3D preview, and print-ready file output.

“The Advanced Storefront allows print providers to manage B2C, B2B, reseller, franchisee, in-store, and supplier dropship orders from a centralised backend,” Patel adds, continuing: “Recently, OnPrintShop’s v11 was recognised with the prestigious Pinnacle Technology Award 2024 by the Printing United Alliance.”

What the Customer Expects

Also offering advice to those printers seeking improvements with web-to-print is VB Media, which offers a range of solutions from print e-commerce and private storefronts to web-to-print sites and
trade e-commerce. Director Wayne Bodimeade says with e-commerce already built in to so much of the way people research and buy products and services today, it is only natural that this has extended into the print industry too, even for purely business-to-business service providers.

“Web-to-print functionality has already become an essential part of most large print businesses, to the extent that many customers expect it,” he explains, adding: “While smaller businesses that quote on each print job may not see the value in a web-to-print solution, we believe that having the ability to sell print online is essential for any print business operating today. While not all of your orders may come through your website, having that capability can decrease ‘sales friction’ by making the process easier for your customers.”

Bodimeade goes on to say when you consider the efficiency and convenience of purchasing online, it is easy to understand why an online buying option is now expected by many. As such, PSPs need to ensure they are offering the best service possible, and this may mean upgrading their current offering.

“When we talk to print businesses, we find that there is something of a perception that web-to-print is only for fixed price products, but even per-quote orders can be processed online and this can really streamline the purchase-to-production process, as well as open up the potential for cross-selling and up-selling during the order process.”

“A potential customer may not know, for example, that you have the capability to let them personalise the batch of leaflets they’re about to order or that you offer banners too, but if they order via your website they are far more likely to find out.”

While Bodimeade acknowledges that there is no ‘one-size-fits-all’ in web-to-print, versatility is vital. He explains that the different types of products print providers sell are hugely diverse, so unless you are only selling a handful of products, your system needs to offer you flexibility to cater for not just different variants of products but also attribute-based products.

“Depending on the extent of attribute customisation you want to make available to customers and the extent to which this affects cost, it may also be beneficial to have an option to offer customers an online calculator for more bespoke products,”says Bodimeade, adding: “It is also a good idea to try more cost-effective solutions first before investing heavily in a solution that you’re not absolutely certain will work for your business. In addition, many suppliers now have APIs that enable you to seamlessly increase your offering with very little risk or upfront investment.”

As to how VB Media can support PSPs, Bodimeade says the company is able to offer e-commerce websites that enable printers to provide web-to-print services to their own customers. These websites, he continues, are flexible enough to operate as stand-alone e-commerce sites or private storefronts, allowing many printers to ‘dip their toe’ into web-to-print waters without needing to wade into large investments.

“We also offer integration with PitchPrint, which makes it possible for VB Media clients to allow their customers to customise designs online, create products using pre-built templates, and more.”

From speaking to experts in this field, it seems the message is rather clear: ignore web-to-print at your peril. Furthermore, for those that already have a system in place, and have done for a number of years, it may be a good time to take a look at the options out there that will allow you to offer an improved service to your customers.

Technology in this area is constantly evolving and it is important you keep track of these developments to ensure you can make use of the latest advancements with your own web-to-print offering.