Online Storefronts: From Bottlenecks to Benefits

In today’s interconnected, Amazon-ified world, people have become not only used to ordering everything from toothpaste to cars online — they expect it. To assume that print is an exception to this mentality is a mistake that could cost a commercial printer customers and jobs.

However, there are a few common mistakes print service providers (PSPs) make when it comes to deploying and managing an online storefront. Here are a few tips to avoid those mistakes.

1. Not taking the time to analyze what is needed.

It’s crucial to analyze current business processes, challenges, and client habits before implementing an online storefront. | Credit: OnPrintShop

The first mistake many PSPs make comes before the Web-to-print (W2P) solution is even chosen. Every business is unique, with a variety of customer and application types, and different print engines and finishing options. To assume that any storefront will be successful could be a costly mistake.

“The most common mistake is that PSPs fail to thoroughly analyze their current business processes, challenges, and key clients’ ordering habits before implementing Web-to-print,” Naimish Patel, OnPrintShop’s vice president of sales, says. “Instead of tailoring the solution to address specific bottlenecks or improve current workflows, many PSPs limit their focus to growing new sales or imitating competitors.”

Before even starting to evaluate W2P solutions, there first needs to be a deep dive into every corner of the operation — leave no process or application unturned — and get the staff involved. What bottlenecks frustrate the team? How does the work flow through their spaces — and how could it be improved? What kind of clients does the business serve, and how secure does the information need to be as it moves through the shop? All of these questions should be asked long before making a list of features a storefront should have.

James Hill, CEO of Prisma Graphic, a PRINTING United Alliance member, has created its own storefront system in-house for its clients, also stresses the importance of selecting the right technology.

“The biggest mistake we see with PSPs is not choosing the correct technology stack,” he says. “Offering an online storefront is a huge advantage, but understanding the tools and security services your clients need within the platform is extremely important as well.”

2. Approaching it as a separate system to the rest of the operation.

Print service providers should understand the importance of integration capabilities before implementing a new online storefront. | Credit: Enfocus

A storefront shouldn’t be a silo in the middle of your print operation. It should integrate seamlessly into the rest of your systems if you truly want to get the most out of it. Automation might be an industry buzzword right now, but it doesn’t change the fact that a W2P solution should be a major component of automating processes — not another roadblock. Piet De Pauw, head of marketing and e-commerce at Enfocus, explains that many times, PSPs don’t think about the “bigger picture.”

“The most common mistake is underestimating the importance of integration capabilities of a to-be-acquired online storefront,” he says. “Many PSPs rely heavily on manual processes, which can create bottlenecks, increase the risk of errors, and lead to inconsistent customer experiences. Investing in an online storefront could put that process under huge pressure, and without proper automation, even a great storefront can fail to meet the demands of today’s customers.”

3. Only tying the storefront into certain systems.

One of the biggest mistakes XMPie sees is clients not using a unified workflow for W2P products and offline VDP items. | Credit: XMPie

Just linking the storefront into some of the systems, like the digital presses for example, isn’t enough, either. To think of each segment of the business as a separate entity is a mistake that will hamper the use of the storefront just as much as not tying it in at all.

Ayelet Szabo-Melamed, the vice president of marketing at XMPie, notes, “When it comes to managing an online print storefront, one of the biggest mistakes we see PSPs making — and we see it a lot — is not using a unified workflow for both W2P products (i.e., business cards and localized marketing materials) and offline VDP items (i.e., direct mail). This disjointed approach is a surefire recipe for inefficiency and missed opportunities. PSPs should use a centralized system so all templates, customer data, and order details can be managed in one place.”

Data inconsistencies and the room for error increases — not to mention customer frustration — when customers have to use two different processes to order printed products, depending on what they need. Every commercial printer should be trying to capture more business from the customers they already have, which is made more challenging if the ordering process is more difficult. However, if a W2P solution offers brochures, direct mail, business cards, and even signage all in the same place — especially using assets already on file to make it easier — then customers are far more likely to do more business with that company in the future.

Best Practices for Storefronts

If those are the top mistakes, what, then, are some of the best practices you can implement instead to get the most out of your storefront?

Szabo-Melamed notes that printers need to ensure they choose a system that is user-friendly and easy to navigate. Think of Amazon. Amazon not only makes it easy to order what a customer is looking for, but it constantly exposes the user to new things and suggests other goods or services they might like. You want your W2P solution to do the same.

“A user-friendly interface is essential, allowing customers to navigate and place orders quickly,” he says.

“Incorporating a built-in approvals process streamlines order verification while easy tracking and order management features keep customers informed throughout the process. Offering a variety of payment and delivery options further enhances the customer experience.”

Patel also notes that automating and making it as easy as possible for customers to use the storefront is essential, but they aren’t the only best practices he encourages printers to consider.

“Successful PSPs focus on automating processes to make ordering easier for existing clients, addressing bottlenecks, and improving efficiency,” he says. “They implement W2P for current clients first, gathering feedback to refine workflows and strategies before expanding to attract new clients. They view W2P as a tool to enhance client satisfaction, offering features like personalized corporate storefronts, instant pricing, and seamless integrations.”

“Be the problem solver for your clients,” Hill says. “Understand their challenges and respond with an online storefront that meets their business needs and surpasses their expectations as a valued partner. If you are developing an online ordering platform, make it user-friendly and offer strong customer support. You can offer inventory management but also provide reporting and analytics that will keep
them informed.”

Think of a storefront not just as an order-taking device but as an extension of a PSPs relationship with its customers. Beyond that, a good W2P solution becomes an extension of a customer’s brands, allowing them to seamlessly incorporate their print buying needs into their own operations in a way that makes it difficult for them to spontaneously take their business elsewhere.

“A storefront isn’t just an ordering platform — it’s a key component of your brand,” De Pauw explains.

“Choose a solution that offers scalability, integrates seamlessly with your existing workflows, and provides a robust customer experience. Don’t just focus on current requirements; plan for growth and future-proof your investment.”

When customers can order nearly anything they want with the click of a few buttons from their computer or phone, print shouldn’t be the exception. Today’s print buyers barely remember a world where online shopping wasn’t the primary way to engage with brands — don’t allow that business to walk out the door to the competition because the purchasing experience they expect from companies wasn’t available to them. A storefront is no longer a “nice to have” — it is a must-have tool that can mean the difference  between long-term growth and going out of business.