Key takeaways
- Print-on-demand lets you sell your own designs without stock or risk.
- The supplier prints and ships per order.
- Your margin is lower, but so is your risk — ideal to start.
- Strong designs and a recognizable brand make the difference.
- Print-on-demand fits well with a clothing webshop or art webshop.
Print-on-demand is one of the best ways to start your own brand without the risk: you sell products with your design on them, which are only made and shipped when someone orders. No stock, no major investment, no boxes in the attic. Ideal for makers, illustrators and anyone with an idea for their own line. This guide explains how it works, what you can do with it and what you should pay attention to.
What exactly is print-on-demand?
You create a design — an illustration, text or pattern — and put it on products in your webshop, such as T-shirts, hoodies, posters, mugs or phone cases. Only when a customer orders does a supplier print your design on the product and send it directly to the customer. You pay the supplier the basic price; the difference with your sales price is your margin. So you never have to purchase or store the product yourself.
It's related to dropshipping, with one big difference: with print-on-demand you sell your own design, so you build a real brand instead of reselling existing products.
What can you sell with it?
Most print suppliers offer a wide range:
- clothing — T-shirts, hoodies, sweaters, bags;
- living — posters, pillows, mugs, blankets;
- accessories — phone cases, stickers, notebooks.
You can focus on one product type (just posters for example) or a few products with the same style. For those who want to work specifically with clothing, there is also starting your own clothing line.
How do you start? In steps
- Think of a concept and target group. Just like with any brand: who are you designing for, and what makes your style recognizable? See building a brand.
- Create your designs. By yourself, or with an affordable designer. Make sure they are in good quality (high resolution), otherwise it will print poorly.
- Choose a print supplier that offers the products and quality you are looking for, and ships to the Netherlands/EU at a reasonable price and delivery time.
- Always order a sample copy. This is crucial: assess the print and product quality yourself before you sell it. What is beautiful on the screen is sometimes disappointing on fabric.
- Place your products in your webshop with good photos (the supplier often provides sample images, but your own photos sell better).
- Sell and promote — build your brand through social and your email list.
Note the margin
The downside of no stock: your base price per piece is higher than with bulk purchasing, so your margin is narrower. Calculate it before you set a price. Suppose a T-shirt costs you €12 from the supplier (including printing), and you sell it for €25. After shipping costs and VAT, you have a few euros left per shirt. That can work well, but you earn it from the volume and your brand, not from a high margin per piece. Always calculate whether there is enough left after all costs.
Advantages and disadvantages at a glance
| Advantage | Disadvantage |
|---|---|
| No inventory or major investment | Lower margin per piece |
| Your own design and brand | Less control over production and delivery time |
| Easily test new designs | You are dependent on your print supplier |
| Low risk to start | Quality varies by supplier — testing is a must |
Print-on-demand is one of the ways to start without stock, with the big advantage that you build your own brand.
Common mistakes
- Don't order a sample copy and be faced with quality surprises.
- Submitting designs in low quality, causing the print to be disappointing.
- Do not pass on the margin to the higher basic price.
- Choose a supplier with long delivery times to the Netherlands.
- Only use the standard sample images instead of your own selling photos.
Frequently asked questions
What is the difference between print-on-demand and dropshipping?
With dropshipping you sell existing products from a supplier; With print-on-demand you sell your own design on a product that is only made when an order is placed. This way you build your own brand.
Do I need inventory or start-up capital?
No. The product is only made when someone orders it, and you only pay the supplier then. Do count on platform, domain and marketing costs.
How do I know if the quality is good?
Always order a sample before you sell and judge the print and the product yourself. Quality varies greatly per supplier.
Isn't the margin too low?
The margin per piece is narrower than with bulk purchasing, because the basic price is higher. The revenue model revolves around volume and your brand. Always calculate whether there is enough left.
Should I be able to design myself?
It helps, but it's not necessary. You can have designs made by an affordable designer. A recognizable style and good quality are important.
Get started
Determine your concept and target group, create a few strong designs in good quality, and choose a print supplier that delivers to the EU. Order a sample copy, assess it critically, and then place your products in your webshop with your own photos. If you are starting from scratch, also read starting an online store without stock.
