How to Launch a Print On Demand Marketplace in 2024

Last Updated: 15 July, 2024

The “Ikea Effect” is when people place a high value on things they have created, much like furniture from Ikea, folded origami, or even Lego sets. Creativity might be an evolutionary outcome of problem-solving, but it enhances an innate desire for self-expression, bringing a sense of fulfillment.

In the eCommerce ecosystem, print on demand is one of the industries that foster the human predilection to be creative. Additionally, for B2B buyers, it can also serve as a brand’s need for business collaterals. This naturalized demand for personalized products is further reflected in the impressive growth of the industry, which projected estimates reveal to be at a promising CAGR of 25.8% till 2030.

That said, for aspiring eCommerce entrepreneurs, it’s also a low-investment business opportunity, where with personalized products―you already have what your consumers are looking for. Moreover, this industry is inclusive of multiple product categories or niches. Read this blog to learn all about how to launch a print on demand marketplace.

Let’s begin…

What is a Print On Demand marketplace?

When you compare POD marketplaces to a regular eCommerce marketplace like Amazon, which has third-party vendors selling various products to buyers, there is a significant difference in how it operates. Essentially, POD marketplaces are websites where buyers can select a custom design to be printed, and the product on which it is to be printed. Once the selection is done, they can buy the product. The product gets printed only after the checkout has been completed by the buyer.

What makes the Print On Demand Marketplace a good business proposition?

The reason behind such market growth is a favorable business proposition. And that in turn hinges on the satisfaction of all those who participate in the business. The way such marketplaces are structured gives all participants a win-win situation. Some reasons why these marketplaces are gaining popularity are as follows.

• The buyers get unique and customized products.
• The designers/creators get an easy way to earn from their creative ideas without owning any inventory.
• The print service providers get orders without getting actively involved in the sales process.
• The marketplace owners get an extremely asset-light business to run with a low barrier to entry.

Benefits for all participants mean that all of these participants can be engaged if you create a print on demand website with purpose-built functionalities. This further implies that aspiring eCommerce entrepreneurs have a lucrative business opportunity. But how exactly do POD marketplaces work? Let’s discuss this in more detail below.

How does a Print On Demand marketplace work?

As discussed, such marketplaces have three variables:

1. The product on which the printing is to be done.
2. The design which is to be printed.
3. The printing service.

The working of a print on demand marketplace will depend on how it manages these three variables. Two type of business models have been implemented by existing players in the market, let’s see what these are:

How does Etsy print on demand work?

Etsy, a marketplace for everything handmade, unique, and creative― is also regarded as one of the best print on demand marketplace. Let’s analyze the workflows in Etsy print on demand business model.

A marketplace has three primary participants i.e. the Admin or the marketplace operator, assigned by the business managers, third-party sellers, and finally the consumers on the marketplace platform. In the case of Etsy’s print on demand undertaking, there is a fourth participant: a print on demand partner. Let’s analyze the workflows of each of these participants on the Etsy marketplace.

The marketplace operator (Admin):

The operator(s) of Etsy is responsible for orchestrating the operations on the marketplace. Similarly for this niche within the marketplace as well. Let’s trace the workflows right from the start.

1. The first thing to do is configure the system as per the business scenarios as well as the convenience of the users.

2. Next, the system is integrated with an on-demand printing solutions company. Currently, Etsy partners with print on demand platforms Printful, Printify, Gelato, Gooten, Shirtly, Teelaunch, and more. (Note: This has to be done only once, right at the start of setting up of the operations.)

3. Similarly, payment infrastructure is set up, with robust and popular payment gateways, to facilitate secure transactions on the eCommerce marketplace.

4. Invites designers/creators/sellers to onboard on its platform.

5. The marketplace operator is further responsible for managing other eCommerce operations, other system settings, audit, and others.

The Sellers/Creators/Designers:

In this business model, the sellers on the e-marketplace contribute with their creatives/designs that can be used for the print on demand products.

1. To start with, they Sign up with Etsy by filling in their business details.

2. Then, they create their online microsite on the POD marketplace.

3. Moving on, they have to set up that shop, they start by selecting the product categories from the available choices.

4. Then they use the product listing setting to list the offered products.

5. Next, they now sign up on the on-demand printing platform of their choice. (that partners with Etsy)

6. Then they create design/designs on the printing platform partner. This can be a complete design or a template that offers the buyers some personalization options.

7. Finally, they publish their creatives on Etsy.

Once the Etsy print on demand shop gets an order, it automatically passes on to the selected printing partner. However, the seller can also choose to make this process manually operative.

Buyers:

The buyers purchase the chosen products. In the process, add any personalization options, if made available by the seller.

1. First the buyers sign Up with Etsy

2. Then they search on the eCommerce marketplace for desired products.

3. If the seller offers personalization choices, choose the desired preference. These can be via a text input field, or via direct Etsy messaging, that allows image sharing in popular digital image formats.

4. Initiates Checkout with the desired product.

5. Completes the checkout process by completing the transaction.

Printing Partner:

The printing partners in this business model have an equal role. Whenever an order is placed by the buyers, these partners print the design on the chosen product and ship it to the buyers. This can be broken down into the following steps.

1. Keeps inventory of White-Label products.

2. Once an order has been received, the printing partner prints the design on the desired White-Label product.

3. Ships the product to the buyer.

Let’s illustrate this process with a short example:

For instance, a vendor lists a T-shirt with a predefined design of how text can be printed on it. The buyer selects the T-shirt in the desired color, enters any text that they wish to personalize the T-shirt with, and completes the checkout. The vendor prints the text on the selected T-shirt and delivers the same to the buyer.

Some other POD business model variations popularly adopted

While the Etsy print on demand business model shared above is the fundamental way print on demand marketplaces work, there are a few more variations to this. Let’s discuss this below:

1. The business model of Redbubble (P2P Print On Demand)

This is a print on demand eCommerce marketplace based out of Australia. It is also one of the best print on demand marketplace. While there are many similarities to Etsy’s business model. Let’s just focus on only the differences below:

Marketplace operator:

1. The platform has a range of white-label products on offer

2. it has tie-ups with printing service partners.

3. Next, the platform has onboarded creators on the marketplace.

Creators:

1. Creators sign up on just Redbubble.

2. They select the type of products available on the platform and upload their designs to the platform. 

3. These designs get listed on the platform for the selected products.

Buyers:

1. The buyers sign up on Redbubble.

2. They search for the available products and designs on the marketplace.

3. The buyers select the product and the design. 

Both the selected product and the design get forwarded to the printing service partners. These print and ship the products to the buyer. The creators get a royalty for each sale made.

The difference here is that the sellers just log onto Redbubble.  They create and upload their designs to Redbubble. Rest is managed by the marketplace operators. The marketplace forwards the design to their printer partners, gets it printed, and ships it to the buyers.

2. On-demand printers as sellers (B2C print on demand)

Another variation of a print on demand business model that works within marketplaces like Etsy is a B2C print on demand marketplace. In such a scenario, on-demand printing platforms register as sellers themselves on Etsy. These now offer all the three services that were otherwise split between creators and on-demand printers in the above two business models i.e. they design, print, and ship the print on demand products on the marketplace, all by themselves.

Popular Niches of a POD marketplace

Starting with an eCommerce niche for a new online business is a time-tested strategy. It allows you to focus on a specific user base, making marketing and branding easier. Moreover, with such a business, it is also simpler to get traction from your target audience.  Similarly, if you create a print on demand website that focuses on just a niche it can be easier for you to make early market inroads.

However, unlike other industries, identifying niches in the print on demand sector requires consideration from different perspectives. This is because of two variables at play. One is the products to be printed upon, which are essentially all Whitelabel before printing. And two, the theme of the chosen designs.

For instance, two Whitelabel t-shirts from the same inventory can be printed in a funny quote or a social activism design ― which are both separate niches. Some popular product categories are apparel, stationery, paper, accessories, pet products, homeware, and more. So to choose the niche you will have to consider both the whitelabel products and the design themes. Let’s learn about the niches in print on demand marketplaces:

Hobbies, Occupations, and Communities

One of the many reasons customers like to opt for a personalized product is to showcase their sense of belonging to a particular community or group. Hobbies is one such genre, that gives them purpose. This is one of the popular niches for a best print on demand marketplace. Some hobbies include gardening, cooking, reading, traveling, and more.

Humor

Funny Memes, witty one-liners, or smart punchlines―humor is engaging, has a feel-good factor, and is one way people love to make a statement about their presence. Hence, it is one of the most popular niches in the print on demand industry. Additionally, it also makes good business sense, as most of these require less effort from the designers. Moreover, these can have a high short-term impact, but low long-term appeal, meaning the customers would want to refresh their wardrobes more frequently, which means more sales for your business.

Gifts

Personalized products are a popular choice for gift items. These can include a variety of white-label product categories ranging from fashion to accessories to homewares. Another highlight of this niche is that it gives more leverage to creativity, allowing more creators/designers to showcase their work on the platform, which in turn means more revenue for the business.

Sports and Activewear

There is a growing focus on health and fitness, which is accelerating the market for everything from yoga apparel to motivational athletic wear. Moreover, there is an audience that likes to personalize their products with their names or show their affiliation with a sports team. Additionally, also caters to specific sports like yoga, running, or cycling, or offers general activewear with seasonal variations.

Animals/Pets

This niche thrives on the emotional connections people have with their loved pets.  This evergreen market offers endless design possibilities.  Heartwarming illustrations of pets and their owners, funny quotes, or personalized items with names or initials, can generate a loyal audience. 

B2B POD Products (Business Collaterals)

The Business Collateral niche offers a lucrative recurring revenue stream. Entrepreneurs and small businesses need a steady supply of high-quality, branded materials like business cards, flyers, and promotional materials.  Your print on demand marketplace can become a one-stop shop for these essentials.  You can offer a variety of paper stocks, finishes, and sizes to cater to diverse business needs.  

Wall Art and Home Decor

This versatile niche offers endless design options, from abstract paintings to pop culture prints. Sellers can showcase unique styles and cater to specific tastes, while customers can personalize their space with names, initials, or even family photos.  Tap into seasonal trends with autumn landscapes or holiday themes, and cater to diverse display preferences with framed prints, canvas wraps, and tapestries. This broad niche ensures a wide audience for both your sellers and buyers, making it a top niche for the best print on demand marketplace

How to Build a print on demand Marketplace Website

By now we have discussed business ideas that can inspire you to start a print on demand marketplace business. But how do you build a print on demand marketplace website? Let’s discuss this below.

1. Market research and competitive analysis:

The first thing to do is analyze your target audience. Understand what is it that they are currently buying and what. Based on that understanding you will have knowledge of which print on demand products are currently available in the region that you will be targeting.

Next, identify any pain points or gaps in the market. This can be done by visiting forums, conducting surveys, and analyzing internet trends from all customer touchpoints.

Another important consideration will be analyzing the existing competition in the market. Analyze the best print on demand marketplace as well as those that have the buyers’ attention. Note what is it that they offer, their best selling products and one that don’t perform well. Try to find the reason for both. Also, discern through their pricing strategy to identify your opportunity.

2. Identify product categories and your niche

As discussed, starting with a niche can help you narrow down the playing field and increase the chance of success with a tailored business strategy. In other words, narrow down your target audience, it will be easier to understand their requirements and how you can meet them. The ideal niche will have current opportunities as well as future promise for your business.

Additionally, in case you choose the business models that require you maintain an inventory,  ensure that you have readily available white-label product supply at profitable prices

3. Choose an on-demand printing service partner 

Research POD providers (e.g., Printful, Printify, Gelato). Each of these has its strengths and weaknesses. Compare pricing, product quality, and integration options. Select a provider that suits your needs.

4. Choose a development process

There are two ways to develop your eCommerce marketplace:

• The longer process is building the eCommerce marketplace right from the start. You can do this by hiring developers or outsourcing the whole process to an eCommerce development company. The company will discuss your requirements, code the entire website, test it, and then deliver it to you. This means hundreds or thousands of development hours, depending on your requirements. The payment terms are per hour, so each hour is a cost to your business before getting started, to add to the longer go-to-market time.

• The more efficient process is utilizing a turnkey eCommerce solution to build your marketplace platform. Multiple turnkey solutions are available, so depending upon your choice, you can shorten the development process by varying degrees. Nonetheless, regardless of your choice, you will shorten the go-to-market time, and since these are mass-market solutions, you will undercut the investment requirements when compared to the process discussed earlier.

5. Strategize to onboard sellers/creators for your eCommerce business

For an eCommerce marketplace, the sellers are equally important as the buyers. Hence, create an attractive seller onboarding process and determine strategies by which you can reach out to them. Balance your pricing strategy, keeping in mind the health of your business and theirs as well.

6. Market Your POD Marketplace:

In the current times, if you want to create the best print on demand marketplace, you will have to work towards maximizing your reach. You can do this by a three-prong strategy. Identify a marketing strategy that resonates with your target audience. Next identify all customer touchpoints like social media, your eCommerce marketplace, paid channels, and others. Work on a relevant market strategy and prioritize both quality and consistency.

How can YoKart help

YoKart is a leading turnkey eCommerce marketplace solution with enhanced readymade capabilities out of the box. These capabilities are because of a rich feature set offered by default, multiple business APIs, and payment gateways offered pre-integrated. This means that get YoKart installed at a server of your choice and you can get started with your print on demand eCommerce business. It’s that simple.

However, in case you need unique functionalities, YoKart is flexible and customizable. So, there is scope for extensive customization. Prices for YoKart start at $499 (Inclusive of offers currently applicable), you can get in touch with the team to discuss your requirements.

Wrapping Up

The emphasis on personalization is an increasing consumer choice in the current times. With print on demand products, they get an opportunity to get products tailored to their needs. Conduct thorough market research and competitive analysis, and find out a suitable choice from the top print on demand niches and product categories. Ideally, to create the best print on demand marketplace your chosen niche should have both supply and demand i.e. designers that are interested in offering services and a potential consumer base that desires these services.

Once you are ready with a plan, the process to create a print on demand website can be made simple with the help of leading turnkey eCommerce marketplace solutions. Choose a reliable and flexible product that can help you in creating a market impact with your POD marketplace business.

FAQ

Q 1. What is a print on demand platform?

Ans: These are printing service partners with the requisite infrastructure ― that offer their services to businesses or designers. For example, Gelato.

An eCommerce marketplace or an online store integrates its website with these platforms. These receive the design, print it on the requested white-label product, and ship it to the customer.

Q 2. What is a print on demand Online Store?

Ans: These are independent online stores launched by designers or creators. They utilize the services of print on demand platforms to provide their customers with POD products.

Q 3. What is a Print on Demand Marketplace?

Ans: These are online marketplaces like the ones we have discussed in this article, i.e. Etsy, Redbubble, Amazon Merch, Teespring, Threadless, and others. These marketplaces integrate with a POD platform, allow designers to upload their designs on their website, give the buyers the choice to select and checkout for any desired design and product of their choice, and finally communicate the design with the POD partner platform.

Q 4. Which is the best print on demand marketplace?

Ans: The best print on demand marketplace is Etsy. It has a presence across the globe and supports multiple business models.

Q 5. Should I create an print on demand online store or a POD marketplace?

Ans: While the terms sound familiar, as we discussed above both are mutually exclusive businesses. If you create a print on demand online store, you are essentially starting a side hustle to monetize your creative skills. While some have made it big, but earning potential can be lesser. Moreover, in such a business, since you are the creator/designer, you need to have those skills. On the other hand a POD marketplace you are onboarding third-party creators/designers and you are the digital middleman orchestrating the commerce between the buyers and sellers, along with support from POD partners.

Q 6. How to build a print on demand Etsy like marketplace?

Ans: The more convenient, efficient, and affordable to build a print on demand Etsy like marketplace, you can choose a customizable turnkey solution. For this purpose, Yo!Kart is a leading eCommerce marketplace solution that is extensively customizable and scalable. Moreover, it also backed by a team for any required customization.