What is Print-On-Demand (POD)?
Print-On-Demand is a service model where a company prints products (shirts, posters, phone cases, etc.) one-by-one as orders come in, and ships them directly to the customer. That means no upfront bulk printing for you, no storing inventory. You upload your design, mock it up on products in their system, and when a customer buys, they print and fulfill.
In short: you focus on creating designs, the POD service handles production and shipping.
There are generally two ways artists use POD:
Marketplaces: Sites like Redbubble, Teepublic, Society6 have their own marketplace. You upload art, choose products, and they list them on their site. They handle everything end-to-end. Customers on those platforms can find and buy your stuff.
Integrated POD fulfillment: Services like Printful, Printify, Gooten, etc. integrate with your own store (Shopify, Etsy, WooCommerce). You create your own storefront or listing, and when an order comes in, the POD partner prints and ships it under your branding.
We’ll cover both types, because they serve different needs.
Choosing a Platform: Marketplace vs Using Your Own Store
Redbubble/Society6/Teepublic (Marketplace model):
Pros: Very easy to start. No need to drive your own traffic initially; these sites have existing shoppers. You just upload and set your profit margins. Good for beginners to test what designs might sell. They handle customer service, returns, etc.
Cons: Crowded! You are one of thousands of artists. Standing out is tough unless you either have unique niche content or you’re hitting some trending keywords. Also, your storefront URL is on their site, not your own branding. And margins can be smaller (the base prices are set by them, with your markup on top; too high a markup and your prices get uncompetitive).
Notable: Redbubble as of 2023 introduced an account fee for small sellers (controversially), which can eat into profits. Essentially, if you’re not selling much, they take a cut (flat fee from your earnings) that can be significant. Some artists reported losing ~30-50% of their small earnings to these fees, making it harder to profit as a beginner. This move made Redbubble less attractive unless you can achieve volume. Meanwhile, Society6 also changed terms (with shipping fee deductions from artist margins). So read current policies carefully on any marketplace.
Quality control: Typically these marketplaces outsource printing to various print shops globally. Quality can vary (one Redbubble shirt might print slightly different than another because different vendor). They do generally reprint/refund if a customer complains, but you have less direct control over it.
Printful/Printify with Your Own Store:
Pros: You have your own branded store (like “YourArtShop.com” or an Etsy shop). More control over how you present products and branding. You can integrate POD to numerous products and multiple POD providers. Printful, for instance, has high quality and a wide range – apparel, prints, even weird stuff like bean bag chairs. You can order samples easily. Margins can be better if you price right because you set the retail price entirely.
Cons: You have to drive traffic. Having your own site means you are responsible for getting people there (via social media, SEO, conventions, etc.). More upfront effort – you have to set up a store site, which can be techy (Shopify costs money monthly, Etsy has fees per listing and sale). Also, you may have to handle customer service (though Printful handles product issues, the customer will contact you, and you coordinate with Printful).
Quality: Printful is known for decent quality and consistency. They print in-house at various facilities, which keeps quality uniform. Printify is an aggregator – multiple print providers, so quality might vary by provider you choose, but you can pick ones with good reviews. Generally, these dedicated POD fulfillers often have better quality control than something like Redbubble, because you (the store owner) can test and choose products/providers.
Hybrid Approach: Some artists use marketplaces for exposure and have their own store for better margins or product range. That’s fine too – just note some marketplaces (e.g., Society6, Redbubble) require you to only upload designs you have rights to (obviously) and they might not want you advertising outside links on their platform. But you as an independent artist can certainly sell on Redbubble and also on Etsy with Printful.
Setting Up on a Marketplace (e.g., Redbubble, Society6)
Create an account: straightforward sign-up.
Prepare your designs: Ideally, create high-resolution PNG files with transparent background (for apparel/stickers) or full-bleed JPEGs (for prints, phone cases). Check each site’s guidelines. For example, a t-shirt print might need 4500 x 5400 pixels at 300 DPI on Redbubble for best quality.
Upload & Position: Marketplaces have a design editor where you position your art on each product. This can be tedious because your art might not fit nicely on all their product shapes. You might have to adjust scale/placement per item (t-shirt vs duvet cover vs sticker). Focus on products you think your design works well on; you can disable the awkward ones.
Write good titles/descriptions/tags: This is important so people can find your stuff by search. Use relevant keywords (“cute axolotl art sticker”, “fantasy dragon illustration t-shirt”, etc.). But avoid spammy long lists – use natural terms people would search. On Redbubble, the tag system is how your work gets discovered in their search.
Set pricing/margins: Most let you choose a markup. Redbubble defaults ~20% markup (meaning if base price is $20, they add $4 = retail $24, you get $4). You can raise this, but be mindful of final price. If a t-shirt goes above what people are willing to pay, it won’t sell. Many artists stick 20-30% range. Society6 doesn’t let you set apparel prices (fixed margin) except art prints you can set. Each site differs.
Publish and test: Once live, check your listing as a buyer would see. Are the images looking okay? Some artists order one product themselves to see print quality and how the packaging/experience is. It’s a worthwhile investment to quality-check.
Tip: Customize your storefront page with a nice banner, bio, etc., on those platforms. Makes you look more professional and inviting.
Quality & Products on Marketplaces:
T-shirts from Redbubble are typically direct-to-garment printed (DTG). Print quality is generally good, but colors can sometimes be a bit different than on screen (common in DTG). They also have different shirt types (classic tee vs premium tee) which come from different suppliers.
Stickers from Redbubble are pretty nice actually – many artists love them because they come kiss-cut and on decent vinyl.
Art Prints from Society6/Redbubble: usually digitally printed on decent paper. They’re fine for casual art prints; for gallery-quality, some artists prefer making their own giclee prints to sell, but for merch purposes these are acceptable.
Things like mugs, notebooks, phone cases: quality is usually decent. Phone cases, e.g., on Redbubble are printed nicely but be cautious your design fits around camera cutouts, etc.
Remember: You often get what you pay for. Redbubble’s base prices are sometimes high, which hints they use reasonably okay blanks/printing. Some cheaper PODs might have flimsier products. Always good to read recent reviews or YouTube comparisons of quality.
Setting Up with Printful/Printify (Your Own Storefront)
This route takes more initial setup:
Choose a platform for your store:
Etsy: Quick to start, large audience, but it’s a marketplace with its own competition and fees (they charge listing fee + transaction fee + offsite ads fee possibly). Good for artists because people go to Etsy looking for art and unique items.
Shopify: Full control website, but monthly cost (~$29 for basic) plus transaction fees unless using their payment. Good if you want a standalone brand site.
Others: WooCommerce (WordPress plugin) if you have a site already, BigCartel (free for small number of products but limited features), etc.
Connect to POD provider: If you use Shopify or WooCommerce, you install the Printful or Printify app/plugin. For Etsy, Printful integrates directly via their system (so orders sync to Printful automatically). Follow the integration steps given by the provider – usually logging in and authorizing.
Create Products in Printful/Printify: Using their interface, choose a product (say, Bella+Canvas 3001 Unisex T-Shirt – a popular soft cotton tee). Upload your design, position it (they’ll show mockups). Set sizes, colors available, etc. When done, push it to your store – it will create the product listing on Shopify/Etsy with images, description, price.
Edit listing details: You might need to tweak the description to add your personal touch or SEO keywords. Also ensure the pricing is what you want. Printful will show you the base cost (e.g., $12.95 for the shirt, then you add your profit margin on top). Pricing tips ahead in next section.
Test order: It’s wise to simulate a purchase (or real purchase with a discount code you make for yourself) to ensure the workflow is smooth – from order to fulfillment to tracking. And to see the product in person, of course.
Branding advantages: Printful lets you add inside shirt labels or pack-in flyers at extra cost if you want a more branded feel. Even by default, you can have your name on the return address. This way, the package looks like it came from you (though it might say “printed by Printful” in small text depending on situation).
Quality control:
Order samples! Printful offers sample orders at a discount (up to 20% off and free shipping monthly quotas). Use this. See how your art prints look, how vibrant the shirt print is, etc. If something’s off, adjust your files (e.g., maybe colors printed darker, so you lighten them).
Compare products: Maybe Printful’s mugs vs Printify’s mugs – you might find one has better print or base cost. You can mix providers, but that complicates shipping (customer buying two items from different providers pays shipping twice, unless you integrate carefully). To keep it simple, some start with one provider for most things.
Customer service: If a package gets lost or print is misaligned, etc., Printful and others usually will reprint if you provide evidence. But the customer will likely contact you on Etsy or via your site, so you act as the middleman, working with Printful’s support. Printful’s support is fairly well-regarded from my experience – responsive and willing to resolve issues.
Pricing Your Products for Profit and Sales
Pricing is tricky: you want profit, but also to actually make sales.
Understanding base cost vs retail:
Every item has a base cost (what the POD charges you). For example, base cost of a standard t-shirt might be $12. If you price it at $20 on your shop, your gross profit is $8 (20 – 12). But consider marketplace fees or credit card fees. On Etsy, 6.5% fee plus listing, etc. On Shopify, payment fee ~2.9%+30c. So net might be a bit less.
On marketplaces like Redbubble, they show base price and let you set markup percentage. Redbubble’s default ~20% means if base $20, retail $24, you get $4. You can try 30-35%, but know Redbubble also might reduce your cut via account fees if you’re low volume (as mentioned). As of now, Redbubble’s changes made some artists aim for higher margins to offset fees
, but then the item’s price might become unattractive. Bit of a catch-22.
Compare with market: On your own store, check other artists’ shops or Etsy to see typical prices. Art T-shirts often range $20-$30. Mugs maybe $15-$20. Art prints can vary by size, but small prints $15, larger $30-$50, etc. If you price way above comparable items without clear reason (e.g., super elaborate design or signed edition), customers may pass.
Don’t undervalue too much: Make sure you’re actually profiting a bit. Getting $1 per sale isn’t super motivating unless it’s a volume thing like thousands of stickers. For something like a shirt, try to target at least $5 profit each. That might mean retail $25 if base cost $18 (which is likely if you print on a nicer shirt + print both sides or something). Customers will pay $25 for a shirt with art they love. $30+ can be okay if the perceived value is high (complex all-over print, or supporting an independent artist they love).
Factor in promos: If you plan to do sales or discount codes, ensure your margin can handle that. Many artists do Black Friday 10-15% off or so. If your margin was only 15% to begin with, a 15% off wipes profit.
Redbubble tier fees caution: This is a bit complex, but if you’re on Redbubble Standard tier, they take a cut from your earnings above a threshold each month. It could be like $0.50 out of every $1 you earn above some amount. One analysis said many standard sellers lose ~50% of their margin to fees. For example, if you set 20% markup, effectively you might end up with 10%. To combat that, some artists raised their markups significantly to, say, 50-100% to try to maintain earnings
. But that makes prices high. It’s a rough situation; some have left Redbubble for other platforms. If you’re just starting, perhaps focus more on Printful/Etsy or newer marketplaces that don’t penalize small sellers as much.
Example Pricing Calculation (for your own store with Printful):
Base cost of art print from Printful: say $7 for an 8×10 print.
You want perhaps $8 profit, so list at $15.
On Etsy, minus fee (6.5% of 15 = $0.98, and $0.20 listing, and payment processing ~ $0.45), so you’d get around $13.35 from Etsy, then minus $7 cost = $6.35 actually pocketed. Bit lower than you wanted. If you list at $18, you’d pocket ~$9 after fees and cost. So maybe $18 is better. But are people willing to pay $18 for an 8×10 from an emerging artist? Possibly, if it’s high quality and they connect with it. Always consider your audience.
Test and adjust: If nothing sells at one price, perhaps it’s too high (or not being seen – not just price). If you consistently sell out or get many orders fast, maybe your price could even be a bit higher (assuming you can fulfill that demand).
Product Selection and Quality Tips
Not all merch is equal. Some art looks great on a poster, but not on a t-shirt, etc.
Choosing products to offer:
Apparel: T-shirts and hoodies are popular. But think about your art – is it something someone proudly wears? Or is it more of a fine art print for a wall? Cartoon/cute designs often do well on shirts. Detailed paintings might not translate well to a t-shirt (colors might be duller on fabric, details lost, also people might not wear a renaissance-style painting on a tee).
Stickers: If you have bold, simple designs or characters, stickers are great and cheap for fans. On marketplaces, stickers often sell the most volume for some artists. On Printful, stickers exist too but note they come in specific sizes – might be better to use StickerMule or something for bulk if you have in-person events.
Art Prints (posters, canvas): If your audience likes to collect and hang art, definitely offer these. Printful posters are pretty nice (giclée on thick paper). Redbubble’s art prints are decent and you can also sell framed prints at steep prices (frame cost is high so margin might be low unless markup).
Accessories: Mugs, tote bags, phone cases. These are hit or miss. Mugs are practical; if your design suits a mug (pattern or centered image), go for it. Phone cases – consider that new phone models come every year, you have to ensure your designs adapt or update offerings. Cases are pricy on POD, so a buyer needs to really want that art on their phone.
Home goods: Pillows, tapestries, blankets. If your art is pattern-y or decorative, these can do well. If your art is character-based, a huge tapestry might not make sense.
Notebooks, pins, etc.: Some POD do notebooks/sketchbooks – could be nice. Enamel pins aren’t really POD (they require bulk typically), though there are some services trying to do on-demand pins with 3D printing or dropshipping, but usually not.
Quality differences: If using Printful, you have choices: e.g., basic tee vs premium tee. The premium costs more but might feel nicer and come in more colors, etc. Read reviews or try samples. Some artists choose only premium garments to ensure customer satisfaction, while others offer the cheaper option to keep retail price low. You could offer both (like a “budget tee” and a “premium tee”) in your store.
Color and file prep: Always work in sRGB color profile for POD – it’s standard. Keep in mind printed colors may differ. Avoid very low contrast details on dark shirts, etc. Many PODs have printing guidelines (like “avoid pure transparencies or gradients to transparency on shirts as they may render differently”).
Scaling designs: A design might need tweaking for different products. For instance, an image that’s fine on a poster might need extra bleeding area or different crop for a phone case or pillow. Sometimes you might create product-specific versions. Redbubble allows separate upload for each product if you want (so you can adjust). Printful you’d manually create separate listings or variants.
Consistency: If you care about your brand, maybe order at least one of each product type you plan to sell to ensure it meets your standard. For example, if your tote bag print came out too dark, you might adjust the art file (brighten it) for that product.
Dealing with Copyright and Fan Art in Merch
This is a big one: Many artists are tempted to sell fan art (because popular characters sell). Be very careful here.
Marketplaces like Redbubble technically forbid unlicensed fan art unless it’s part of their partnership program (they have some licenses for certain franchises where you can tag as “Fan Art Program”). They do have a system that might remove blatant IP infringements (Disney, etc. can get taken down swiftly).
Etsy is filled with fan art, but legally it’s infringing unless licensed. People do it, but know the risk: You could get a DMCA takedown or in worst case your shop closed if a brand owner cracks down.
Printful won’t flag content you upload for your own store typically, but if you use someone’s trademark (like a shirt with “Star Wars” logo), they might.
Original art is safest (and more artistically fulfilling long term, building your IP).
So, ensure you have rights for what you sell. If you draw say, a fanart of Pikachu and put on shirts, legally The Pokémon Company could issue takedown and you have to comply. Some companies tolerate small-scale fan art sales (especially at conventions or small online shops) but others like Disney or Nintendo are known to send cease-and-desists. It’s a use-at-your-own-risk scenario.
There’s more on fan art legality in another section, but bottom line: selling fan art is infringement unless it falls under a narrow fair use (parody etc.) or you have permission. Plenty of artists do it hoping to fly under radar. Just be aware of consequences, and perhaps focus on creating your own original content to build your brand.
Maximizing Success – Practical Tips
Mockups Matter: Use attractive product photos. The default mockups are okay, but you can do better. For your shop or social media, consider creating lifestyle mockups (like your art on a shirt worn by a model, or a framed print on a wall). Printful provides some, or you can use services like Placeit to superimpose designs on stock photos. It helps customers visualize the product in real life.
Start with Few Products: It’s overwhelming to add 50 product types at once. Maybe start with 3-5 key items that you think will do well with your art. See what resonates, then expand.
Promote Wisely: Just listing on a POD marketplace and praying might yield crickets. Use your social media: post about new merch, show yourself wearing it (people love seeing the artist with their stuff). If you have an email list, announce your store. Don’t spam, but consistent gentle promotion is fine – remember, people need to see something multiple times before acting.
Consider Seasonal or Limited Editions: Sometimes creating urgency helps. E.g., a special holiday design, or “limited edition foil variant print available only this month” (some POD offer special finishes like gold foil on cards, etc.). This can spur fans to buy now rather than later.
Keep an eye on quality and feedback: If customers mention a print was off-center or low quality, take it up with the POD service and also evaluate if you should switch products or providers. For example, if Printify’s one vendor consistently misprints, try another vendor or move to Printful.
International considerations: Redbubble/Society6 have global fulfillment (printing in EU, US, etc.). If you use Printful and you’re targeting worldwide, consider enabling facilities in both US and EU so customers get faster/cheaper shipping locally. Factor shipping costs – a too high shipping fee can deter sales, so try to set up your store with reasonable shipping profiles (Etsy automatically does some, but ensure accuracy).
Is It Worth It? Setting Realistic Expectations
Print-on-demand is awesome because of low upfront cost. However, the trade-off is lower profit margins per item than if you produced and sold in bulk yourself. For instance, printing shirts in bulk might cost $5 each, and you sell at $20, making $15 profit. With POD you might profit $5-8 on that same sale. But you didn’t have to invest or handle shipping – so it’s fair.
Don’t expect to get rich quick. In fact, POD can sometimes feel slow going:
On marketplaces, you might sell only a few items a month until you grow a presence.
On your own site, initial sales will likely come from your existing followers; growing beyond that requires marketing.
Many artists treat POD income as supplemental, not main livelihood, at least in the beginning. Over time if you get a design that goes viral or you accumulate many designs, it can add up. I know artists who eventually get a decent monthly check from Redbubble or Society6, but often those are ones who uploaded hundreds of designs over years or had a particular style that gained traction.
The good news is, once set up, it can be relatively passive-ish. You’ll still need to update designs or handle occasional customer issue, but you’re not packing orders daily. That frees time to create more art.
One more candid point: some customers prefer buying directly from an artist (with artist handling production) because they perceive POD as less “personal” or they worry about quality. To mitigate that, present your merch nicely, and be transparent that it’s printed on demand. Most people are fine with it; it’s become normal. But occasionally you might get someone like “can you sign the print?” – which you can’t if it’s POD shipped. One solution is to stock a small quantity yourself for things like conventions or special signed editions, while letting POD serve the regular online orders.
Wrap Up
Print-on-demand and merch creation can open a new revenue stream and get your art onto tangible products fans love. It’s pretty magical to see someone wear your art or sip from a mug with your drawing. With a careful approach – picking the right platform, preparing your designs thoughtfully, pricing right, and promoting authentically – you can build a nice merch line without the overhead of traditional manufacturing.
Stay patient, experiment with what designs and products click with your audience, and always keep an eye on the quality so your supporters get a good experience. There will be trial and error (I have a box of early misprints and failed samples to prove it), but it’s all part of the learning curve.
So go ahead – design that t-shirt or sticker sheet you’ve been imagining, put it out there, and incrementally build your artist merch empire (or at least make a few bucks while spreading your art into the world). Good luck, and happy printing on demand!