Online Printshops vs. Local Print Artisans

What You Should Know Before You Order

While running a whitelabel online printshop, I encountered many misconceptions about how online printing actually works.

A surprisingly common one: customers thought they could skip the shipping fee by picking up their printed products at my business address — expecting a stack of fresh flyers waiting next to the coffee machine. I always had to disappoint them.

The truth about online printshops

The truth? While I offered print products, the actual printing didn’t happen at my location. It took place at one of several large production facilities across Europe. Which facility depended on the specific product — different printing houses specialise in different materials, finishes, and processes.

From there, the finished products were shipped directly to the customer. That’s how an online printshop can offer more than 150 distinct products without owning a single machine. The equipment required to produce such a range would fill an industrial hall: think elephant-sized printers, massive rolls of paper, and forklifts moving barrels of ink.

What most people don’t realise is just how large — and centralised — the printing industry has become. Through extreme specialisation and automation, a handful of major players can fulfil a significant share of the European print market. But they’re not set up to serve customers directly. That’s where online printshops come in.

Many are operated by solo entrepreneurs or small teams who handle marketing, customer service, and — when done right — print design guidance. Print products may be standardised, but they’re still complex. You need to understand resolution, colours, fonts, and paper types — even with browser-based design tools. That’s what services like this site aim to support.

What the print artisan has to offer

When most people scroll through an online printshop’s portfolio, they don’t imagine an automated production line humming 24/7. They picture a craftsman at a letterpress, mixing inks by hand, pressing custom cards for a local artist. That world still exists — and it’s beautiful.

For our own wedding invitations, I turned to Martin Z. Schröder in Berlin — a true master of his craft. While the big shops prioritise scale and speed, the artisan printmaker works with feel, texture, and timeless technique. Hot foil, cotton paper, hand-set type — these are the things industry can’t (or won’t) do.

But be prepared to pay a premium. It’s not just a print — it’s a piece of art.

Our wedding invitation card made by Martin Z. Schrödern, Berlin, Germany.

When to Choose a Print Artisan vs. an Online Printshop

Choose a local print artisan when:

• You want something truly unique — handcrafted, tactile, and full of character.
• Your project is intimate or symbolic — wedding invitations, poetry chapbooks, keepsakes.
• You care deeply about materials — cotton paper, letterpress texture, hand-mixed inks.
• You prefer personal collaboration and direct communication with the maker.
• You’re comfortable paying more for craftsmanship and limited production scale.

Choose an online printshop when:

• You need a large quantity printed efficiently and affordably.
• You’re comfortable designing on screen — or want to use a browser-based design tool.
• You need standard products like flyers, business cards, stickers, or booklets.
• You want fast turnaround and doorstep delivery.
• You’re managing print for a business, event, or campaign with tight deadlines.