I have a print-on-demand business. You have a print-on-demand business.

We all have a print-on-demand businesses.

There are a number of reasons why so many online sellers are drawn to the low-risk efficiency of the print-on-demand ecommerce model. Despite how easy it is to get a print-on-demand shop up and running, both seasoned and rookie entrepreneurs eventually learn how much an undiversified product mix can take its toll on the business.

No matter how many clever digital marketing levers you’re able to pull, ubiquitous (and low margin) products in a supersaturated market can only perform so well.

Product Possibilities Should Be Endless

Have you ever wondered what your business would be like if you could print custom toys, accessories, and housewares, on-demand? As it turns out, you absolutely can.

If you’re willing to take a slightly more hands-on approach to product selection and sourcing, your print-on-demand business can feature a range of products more diverse than what’s available on AliExpress.

Think about how most people approach developing products to sell through print-on-demand platforms. Services like Fiverr and Upwork tend to bridge the gap between freelance graphic design talent and the sizable population of artistically un-inclined entrepreneurs.

Without that design resource and the resulting affordable 2D graphics, launching a successful print-on-demand business would be quite a challenge.

Print-on-Demand in 3D

If you want to blow the lid off the spectrum of sellable products, you might consider using your design budget to source some 3D models to turn into products with a new kind of print-on-demand service.

With so many 3D printing and design resources available, 3D print-on-demand services are the logical evolution (some might even say upgrade) for standard print-on-demand businesses.

Rather than choosing from the base products available on your platform of choice, 3D print-on-demand introduces the ability to sell any object that can be 3D printed, whether it’s 4000+ variations of novelty cookie cutters, a never-before-seen line of exotic animal showerheads, a niche-serving solution for custom and replacement game pieces, or playful twists on branded ecommerce classics like drink holders.

The product possibilities are endless, and that’s important.

While there’s no shortage of proof that you can get a standard print-on-demand shop up and running with a limited collection of boilerplate products, here are five reasons you should always remain open to—if not prioritize—adding new product categories to your business.

Product Variety Means Differentiation: Differentiation Means Retention

The ability to branch out into new product categories is an essential cornerstone of your Unique Selling Proposition: Product differentiation. What could be a better differentiator than selling products that no one else is selling?

Differentiation allows a firm to command a premium price, to sell more of its product at a given price, or to gain equivalent benefits such as greater buyer loyalty during cyclical or seasonal downturns.” –Michael Porter, Competitive Advantage

A differentiated, well-designed, and higher quality product can present a much better profit margin opportunity than selling with a low-cost approach. When this is your business’s M.O. you attract discerning customers who are likely to pay the premium, and quickly weed out customers who are not.

With differentiated products, an online store can compete in categories other than price. In fact, by focusing on the quality and design of a product, sellers can actually charge more.

Brand Loyalty Drives Customer Retention

Perhaps most importantly, product differentiation is a key element of brand loyalty, and that’s huge for customer retention.

If you haven’t been paying much attention to customer retention for your online store, start now. According to the Harvard Business Review, acquiring a new customer can be up to 25 times more expensive than keeping a loyal one.

Offering your customers the kinds of products that they want—but can’t get anywhere else—creates a positive feedback loop that locks them in for the long-haul, and those long-haul customers pay off. Increasing customer retention by just 5% can raise by profits anywhere between 25% and 95%!

Print-on-Demand Products Aren’t that Novel Anymore: But Novelty Still Drives Conversion

There are no two ways about it—exposure to novelty is hardwired to make us happy. It’s also an excellent trigger for ecommerce conversions.

Just like customers are likely to stop converting when they experience the same branded content too many times, they’re likely to stop converting when they’re constantly “discovering” the same genre and style of products. As it turns out, all mockup generators look the same.

The Joy of Product Discovery

Let’s say your target customer is seeking out a product whose proceeds benefit ALS research. She’s already visited multiple online stores with pages of t-shirts, all declaring that proceeds go to the same ALS charity.

With all of these options, she’s unlikely to make a purchase until she comes across something a little more remarkable. A novel alternative like this customizable picture frame in the shape of an ALS ribbon, on the other hand, might make a loyal customer out of her.

The excitement of discovering a never-before-seen product, as well as a novel opportunity to add a personalized detail, is a recipe for your target customers to convert time and time again.

Learn Exactly What Your Customers Want: And Then Give It to Them

Offering the right products to the right customer can be a huge driver of revenue. Consider the 80/20 rule: 80% of your business comes from 20% of your customers, and 80% of sales will be for 20% of your products. Said differently, 64% of ecommerce revenue comes from top customers buying top products.

By using a combination of buyer personas and product performance data, you can continuously reverse engineer brand new killer products to keep customers coming back.

Satisfying Your Top Customers with the Perfect Product

Let’s say you’ve made a killing using Printful to dropship beer, wine, and cocktail-related t-shirts. After examining your product performance data and identifying a predominant buyer persona, you notice that the wine-related products are most compelling to your top customers.

With this information, you can start to extrapolate what other wine-related products you should offer. If they like to wear shirts featuring wine, they probably drink a lot of it and have a network of friends they drink it with.

They would probably jump at the chance to buy fun wine accessories like wine stoppers, coasters, or customizable wine glass tag sets.

With a 3D print-on-demand service, these kinds of products are just as easy to design and sell as slogan t-shirts.

Original Products Can Take You from Anonymous Dropshipper to Beloved Microbrand

Microbrands are having a moment. In fact, they’re poised to give household name brands a run for the money with their low overhead, well-designed products, minimal inventory, and ingenious customer acquisition tactics.

Before the days of hyper-targeted digital marketing, on-demand manufacturing, and social media, microbrands typically remained micro for their whole lifespan. Now with this growth toolkit so readily available, microbrands are poised to claim the entirety of their niche market.

T-Shirts & Mugs Do Not a Microbrand Make

The quintessential microbrand has a strong niche that finds its (oftentimes artful) origins in the long tail.

To sum up Chris Anderson’s “long tail theory,” the internet has radically shaken up not only product distribution methods but consumer preferences. Consumer preferences are drifting away from the mainstream products at the head of the demand curve, and instead, careening towards the innumerable product niches at the tail.

With consumers’ increased need for more choice, greater individuality, and customized options, there’s never been a more advantageous time to offer products outside of the standard print-on-demand categories.

Releasing original branded products elevates your store from the oversaturated market of print-on-demand products, and helps your niche market customers buy into your brand for as long as you’re in business.

You Already Have the Resources You Need to Create an Original Product

Think of the last time you designed your own logo and graphics for your business. Chances are you’ve used a logo generator or outsourced the job using a platform like Fiverr or Upwork.

Chances are, you were a little wary of subjecting the world to your graphic design skills, and it turned out that outsourcing that task was a pretty easy and scalable solution.

Outsource, Outsource, Outsource

Creating a completely original product with a 3D design asset isn’t very different from what you’ve already conquered in the world of 2D graphics printing. There’s no need to be an expert to get started.

Not only can 3D printable-files be purchased (and customized) on sites like TurboSquid, but they can also be created with existing 2D graphics. You can also source print-ready files on CadCrowd, as well as through Fiverr and Upwork.

More often than not, you can also look to your 3D print-on-demand platform for a 3D-printable model. Most of them offer a design service, which does tend to be the best way to guarantee the manufacturability of your product.

Upgrade Your Print-on-Demand Business for Sustainable Growth

It’s become increasingly clear that there’s a ceiling on the growth that standard print-on-demand businesses can sustain if they stick to traditional product categories. How much can online sellers really differentiate their presentation of boilerplate products?

With the possibility for brand differentiation, intelligent product diversification, and novelty, 3D print-on-demand is on the fast track to becoming a necessity to the next wave of microbrands—and by extension, the future of ecommerce.

How to Diferentiate Your Self From Other POD Sellers?

As a print-on-demand seller, standing out in a crowded market can be challenging. I’ve seen many businesses struggle to differentiate themselves from competitors offering similar products. 

To truly set yourself apart, focus on creating a unique brand identity, offering exceptional customer service, and developing innovative product designs.

I believe these strategies can help print-on-demand retailers carve out their own niche. By building a distinctive brand personality and consistently delivering value to customers, you can attract loyal followers who choose your products over generic alternatives.

Developing original designs or collaborating with artists can also give you an edge.

1. Build a Strong Brand Identity

A strong brand identity sets your print-on-demand business apart and resonates with customers. It encompasses visual elements and core values that represent your unique offering.

Logo and Design Elements

I recommend creating a distinctive logo that captures your brand’s essence. A well-designed logo becomes instantly recognizable and builds trust with customers.

Consider color schemes, fonts, and imagery that align with your brand personality.

Consistency is key across all touchpoints. I suggest applying your visual identity to product packaging, website design, and marketing materials. This creates a cohesive brand experience.

Remember to keep designs simple yet memorable. An overcomplicated logo can be difficult to reproduce on various products and materials.

Brand Story and Values

I believe crafting a compelling brand story helps forge emotional connections with customers. Share your inspiration, mission, and what makes your offerings unique. This narrative should resonate throughout your product descriptions and marketing.

Define core values that guide your business practices. These could include sustainability, quality craftsmanship, or supporting local artists. I’ve found that consumers increasingly seek brands aligned with their personal values.

Communicate these values clearly on your website and social media. Show how they influence your product selection, manufacturing processes, and customer service approach.

2. Start Marketing Your Unique Position

I’ve found that effectively communicating your unique value proposition is crucial for standing out in the crowded print-on-demand market.

A strategic marketing approach across multiple channels can help showcase what makes your business special.

Social Media Marketing

I recommend leveraging popular platforms like Instagram, Facebook, and Pinterest to highlight your unique products and brand story.

Create visually appealing posts that showcase your designs in real-world settings. I’ve seen great success with behind-the-scenes content that gives customers a peek into my creative process.

Engaging with followers through comments, stories, and live videos helps build a loyal community. I make sure to use relevant hashtags and collaborate with influencers in my niche to expand my reach. Running targeted ads on these platforms has also proven effective in reaching potential customers interested in my specific style or product offerings.

Email Campaigns

I’ve found email marketing to be a powerful tool for nurturing customer relationships and driving sales. I segment my email list based on customer preferences and purchase history to deliver personalized content and offers.

My campaigns include:

• New product announcements
• Exclusive discounts for subscribers
• Customer spotlights featuring my products
• Design inspiration and styling tips

I use eye-catching visuals and concise, compelling copy to showcase my unique designs. A/B testing subject lines and send times has helped me optimize open and click-through rates.

Content Marketing

Creating valuable, relevant content has been key to establishing my expertise and attracting potential customers. I maintain a blog on my website where I share:

• Design trends and inspiration
• Styling tips for my products
• Behind-the-scenes looks at my creative process
• Customer success stories

I also create informative videos and tutorials related to my niche. This content not only engages my audience but also improves my search engine rankings. Guest posting on relevant blogs and participating in industry podcasts has helped me reach new audiences and position myself as a thought leader in my specific print-on-demand niche.

3. Focus on Offering The Best Customer Experience

Improving the customer experience is crucial for print-on-demand retailers to stand out. By focusing on personalization and support, businesses can create loyal customers and boost satisfaction.

Personalization Services

I recommend offering customization options to make products feel unique. This could include personalized designs, monograms, or custom color choices. I’ve found that allowing customers to upload their own artwork or photos is extremely popular.

Implementing a user-friendly design tool on your website gives shoppers creative control. I suggest featuring templates and drag-and-drop functionality to simplify the process. Providing design assistance or consultations can also enhance the personalization experience.

Consider creating product bundles or themed collections tailored to specific interests or occasions. This personal touch helps customers find exactly what they’re looking for.

Offer The Best Customer Support

I believe exceptional customer service is key to differentiation. Offering multiple support channels like live chat, email, and phone gives customers flexibility. Quick response times and knowledgeable staff are essential.

I recommend creating detailed FAQs and product guides to address common questions. Video tutorials can be helpful for explaining customization processes or product features.

Implementing a hassle-free returns policy builds trust. I suggest clear communication about shipping times and order status updates to manage expectations.

Consider offering proactive support by reaching out after purchases to ensure satisfaction. Personalized follow-ups and loyalty programs can foster long-term relationships with customers.

4. Use Customer Feedback

Customer feedback is a goldmine for print-on-demand retailers. I’ve found that actively seeking and listening to customer opinions can significantly improve my products and services.

I make it a point to regularly collect feedback through surveys, reviews, and direct communication. This helps me identify areas for improvement and discover new opportunities.

One effective strategy I use is creating a feedback loop. After each purchase, I send follow-up emails asking customers about their experience. This not only shows I care but also provides valuable insights.

I’ve implemented a rating system on my website, allowing customers to rate products and leave comments. This helps potential buyers make informed decisions and gives me a clear picture of product performance.

Social media platforms are another great source of customer feedback. I monitor mentions and comments to gauge sentiment and address concerns promptly.

To organize feedback effectively, I use a simple table:

By acting on customer feedback, I’ve seen tangible improvements in my business. It’s an ongoing process that keeps me connected with my customers’ needs and helps me stay ahead of the competition.

5. Analyze Competitors and Market Trends

I recommend starting with thorough market research to understand the current print-on-demand landscape. I’ll identify key competitors and analyze their product offerings, pricing strategies, and target audiences.

To gather data, I’ll use tools like Google Trends, social media listening, and industry reports. This helps me spot emerging trends and consumer preferences in the print-on-demand space.

I’ll create a competitive analysis spreadsheet to compare my business against others. Key metrics to track include:

• Product range and quality
• Pricing
• Shipping times and costs
• Customer service ratings
• Marketing strategies
• Unique selling propositions

It’s crucial to stay updated on industry news and attend relevant trade shows or conferences. These provide valuable insights into new technologies and market shifts.

I’ll also survey my target customers to understand their needs and pain points. This feedback helps me tailor my offerings and marketing messages effectively.

By continuously monitoring the market, I can quickly adapt to changes and stay ahead of the competition. Regular analysis allows me to identify gaps in the market and capitalize on new opportunities.

6. Innovate Your Product Line

I believe product innovation is crucial for print-on-demand retailers to stand out. By developing unique offerings, we can attract customers and boost sales.

One approach is to create exclusive designs. I recommend partnering with artists or illustrators to produce artwork that can’t be found elsewhere. This gives our products a distinct edge.

Exploring new product categories is another effective strategy. I suggest expanding beyond traditional items like t-shirts and mugs. Consider adding phone cases, wall art, or even custom fabric prints to the lineup.

Customization options can set products apart. I propose offering personalization features like monograms, names, or custom colors. This allows customers to create truly unique items.

Sustainability is increasingly important to consumers. I advise incorporating eco-friendly materials or production methods into the product line. This can appeal to environmentally conscious shoppers.

Limited edition releases can generate excitement. I recommend creating seasonal collections or collaborations with influencers. This creates a sense of urgency and exclusivity.

Quality should never be overlooked. I suggest investing in superior printing techniques or materials to ensure products stand out in terms of durability and appearance.

Standing Out in the Print-on-Demand Landscape: Your Path Forward

Success in today’s print-on-demand market requires more than just listing products and hoping for sales.

By implementing the strategies outlined in this article—from building a strong brand identity and innovating your product line to leveraging customer feedback and delivering exceptional service—you can create a distinctive presence that resonates with your target audience.

Remember that differentiation isn’t just about being different; it’s about being meaningfully different in ways that matter to your customers.

Whether through 3D print-on-demand capabilities, unique collaborative designs, superior customer experience, or sustainable practices, your goal should be to solve problems and fulfill needs in ways your competitors haven’t considered.