Q&A with Wix’s Jill Sherman: New Integration Lets Users Sell Custom, On-Demand Prints With No Inventory

Wix has officially integrated Printful into its platform, as announced on March 3, allowing Wix users an easy way to sell custom printed products, such as clothing, accessories, and decor — all without having to manage any physical inventory.

Wix, the world’s second-most popular website-building platform after WordPress, is best known for its user-friendly drag-and-drop web builder. Printful is an on-demand printing service that only produces items when they’re ordered, which means Wix sellers don’t have to worry about physical inventory or stock management.

The Wix-Printful collaboration seems to be a direct response to the continued rise of eCommerce and customers’ expectations — consumers want fast, high-quality, and personalized products that meet a variety of needs and budgets.

In fact, the global print-on-demand market was valued at $8.03 billion in 2023 and has a CAGR of 25% through 2030. About 36% of consumers also expect personalized products as a default option, and 48% are willing to wait longer for customized items.

To get a better idea of what this partnership means for Wix sellers, HostingAdvice spoke with Jill Sherman, Head of Suppliers Hub at Wix.

The interview has been edited for brevity and clarity. Here’s Jill.

A: These days, customers expect faster delivery and top-notch quality, which can put pressure on fulfillment. While dropshipping and print-on-demand are different, whether a merchant chooses one of the other, they will need to rely on their suppliers to fulfill orders, as they don’t control inventory directly.

This can make product availability unpredictable, leading to order delays. Sourcing from dropshipping platforms helps keep product details, pricing, inventory, and order status synced to ensure everything runs smoothly.

But, print-on-demand platforms, like Printful, have an extra element to them. Every product is customized only once a customer has made the payment, which ultimately helps merchants save money on inventory and warehousing.

Working with any 3rd-party supplier can be tricky, so it’s imperative to work with companies that you can trust to ensure consistent quality.

With both dropshipping and print-on-demand, as a merchant does not see the product before it is sent to their customers, it is important to work with platforms that have high-quality products and superior standards to ensure that their customer has a fantastic user experience.

This is where Wix and our partnership with Printful come into play.

Wix and Printful’s built-in print-on-demand solution helps solve these challenges by giving merchants access to top-quality products, the very best printing technologies, and a vast fulfillment network around the world. This allows businesses to create and sell high-quality, branded, and even personalized products — all directly on Wix.

“This seamless process keeps merchants focused and in control, making it easy to design products and stock their store with unique items — all without leaving the Wix platform.”

This seamless process keeps merchants focused and in control, making it easy to design products and stock their store with unique items — all without leaving the Wix platform. The whole process is synced with Printful, which produces each order only once the end consumer has paid for it so businesses don’t have to worry about upfront inventory costs.

Plus, because Printful’s fulfillment centers are scattered around the world, orders are often produced closer to the customer, leading to faster shipping, lower costs, and a reduced carbon footprint. The ability to offer personalized products helps businesses build stronger customer loyalty, making it easier to create a brand that truly stands out.

A: The Wix and Printful partnership is a game changer for small business owners, creatives, and entrepreneurs looking to effortlessly build their brands. With millions of people on Wix — artists, influencers, service providers, and business owners — everyone is looking for ways to grow.

Now, thanks to Printful’s native print-on-demand solution offered natively on the Wix platform, Wix users can launch their own custom product line. No upfront costs, no inventory risks — just pure creativity and opportunity.

This integration makes it easier than ever. Wix users get direct access to Printful’s full product catalog, allowing them to design and customize their merchandise right on Wix. Everything syncs seamlessly, so sourcing and selling products feels smooth and hassle-free.

When an order comes in, Printful handles the rest — printing, packing, and shipping — while keeping both the merchant updated every step of the way.

With everything fully automated and in sync, Wix users can stay focused on creating a beautiful store filled with customized products and growing their business while offering a high-quality, branded experience to their customers.

A: We’re especially excited about the creative opportunities this partnership opens up for our users.

With Printful now fully integrated into Wix, merchants can easily design and sell high-quality, customized products that reflect their unique brand — without the hassle of juggling multiple platforms. This seamless experience lets users stay focused on what they do best: creating, engaging with customers, and growing their business.

Our goal is to make building a beautiful, successful store as effortless as possible, and this integration is a big step in that direction. And the best part? We have some exciting automation features on the way that will make things even smoother — so stay tuned!

A: To remain competitive in the evolving landscape, online shops should focus on niche markets by understanding specific target audiences and catering to their unique preferences, which helps differentiate their products.

Offering customizable and personalized products can attract loyal customers seeking unique items. Also, investing in quality customer service is crucial, as this enhances the overall customer experience and fosters brand loyalty.

A: Our native print-on-demand solution is a significant step in enhancing the capabilities of eCommerce shops using Wix. It enables Wix users to add product lines and market them with zero barriers to entry, enabling users to test how new products might sell or try selling in a new region.

As we look ahead, the future of eCommerce will increasingly revolve around sustainability and customer engagement. Businesses that can leverage technology to provide personalized experiences while maintaining eco-friendly practices are likely to thrive in this ever-changing landscape.