How To Start A Print-On-Demand Business

Print-on-demand (POD) is transforming how people start and run t-shirt businesses. Instead of investing in inventory and equipment upfront, POD lets you create and sell custom products with minimal risk and startup costs. According to recent market research, the global print-on-demand market is projected to reach $48.4 billion by 2032.

For small businesses, entrepreneurs, and side hustlers looking to enter the custom apparel space, POD offers an accessible path to getting started. This guide breaks down exactly how print-on-demand works, its key benefits, and the practical steps to launch your own Print-On-Demand business. Let's get started.

Table of contents

• How does print-on-demand work?

• POD services vs. DIY print-on-demand

• Benefits of the print-on-demand business model

• How to start a print-on-demand business

• Choose your niche and target market

• Create your brand identity

• Research platforms and POD suppliers

• Build your product line

• Set up your online store

• Price your products strategically

• Order samples and test quality

• Launch your marketing strategy

• Monitor and optimize performance

• Pro tips for Print-on-Demand

• Launch your POD business with confidence

How does print-on-demand work?

Print-on-demand revolutionizes product creation and fulfillment. Instead of maintaining inventory, POD businesses only produce items after customers place orders. You create designs and list products, while production, shipping, and fulfillment happen automatically. This model eliminates traditional barriers like upfront inventory costs and storage space.

Different approaches to print-on-demand

Integrated selling platforms

The simplest way to start a POD business is through e-commerce platforms that directly integrate with print-on-demand services. Platforms like Shopify offer a built-in POD app that handles everything from product creation to order fulfillment. You focus on designing products and marketing your store while the platform manages transactions and the POD service handles production and shipping.

POD fulfillment services

More established businesses often work directly with POD fulfillment providers. This approach offers greater control over product selection, print methods, and quality but requires more setup and management. These services can integrate with existing websites and e-commerce platforms, letting businesses maintain their current sales channels while outsourcing production. Some companies use multiple POD services to optimize for different product types or regional fulfillment.

DIY print-on-demand

Some businesses bring print-on-demand in-house, purchasing equipment like DTF printers or heat presses to handle production. With DTF transfers, you can print designs on-demand while maintaining only a stock of blank shirts and supplies.

While this requires more investment and hands-on work, it offers maximum quality control and the highest profit margins. You'll need to invest in equipment, manage inventory, and handle shipping-trading convenience for increased revenue potential.

Benefits of the print-on-demand business model

Print-on-demand offers unique advantages for entrepreneurs entering the t-shirt market. The model removes traditional barriers to entry and provides flexibility in testing and scaling your business.

• Low startup costs: No need to purchase inventory or equipment upfront. You only pay for products when customers order them.

• Zero inventory risk: Since items are printed after purchase, there's no excess stock to manage or worry about products that don't sell.

• Quick market testing: Test different designs, products, and niches without financial commitment. Instantly remove underperforming items and scale what works.

• Location freedom: You can run your business from anywhere with an internet connection. There is no need for storage space or a physical location.

• Wide product range: Without stocking different products, offer various items beyond t-shirts, like hoodies, tank tops, and accessories.

• Design flexibility: Instantly change, update, or remove designs based on trends or customer feedback without wasting inventory.

• Automated fulfillment: Focus on marketing and growing your brand while the POD service handles production, packaging, and shipping.

• Global reach: Sell to customers worldwide without managing international shipping and customs yourself.

How to start a print-on-demand business

Starting a POD business requires careful planning and strategic decisions. While the model itself is straightforward, your success depends on positioning yourself effectively in the market. Here are the key steps to launch your print-on-demand business:

1. Choose your niche and target market

Even if you already have a brand in mind, choosing a focused niche helps sharpen your market positioning. Rather than trying to appeal to everyone, successful POD businesses target specific audience segments with tailored designs and messaging. Your niche choice influences everything from product selection to marketing strategy.

Finding the right niche means striking a balance. Broad niches like "fitness apparel" or "funny t-shirts" face intense competition, while ultra-specific niches might not have enough buyers to sustain your business. The sweet spot lies in submarkets with steady demand but room for new sellers. Popular POD niches include:

• Pet lovers - specific breeds or animals

• Outdoor enthusiasts - hiking, camping, climbing

• Professional groups - nurses, teachers, IT

• Hobby communities - gaming, crafting, music

• Sports and fitness - specific activities or training styles

• Pop culture fandoms - just be careful with copyright

Research potential niches by exploring marketplaces like Amazon, Etsy, and Instagram to gauge demand and competition. Tools like Google Trends track interest over time, and keyword research explains search volume. Look for niches with consistent demand rather than temporary trends.

Pro tip: Join Facebook groups, subreddits, and online communities in your chosen niche. Follow competitors and engage with potential customers to understand their preferences and pain points. This research phase helps validate your niche choice while building valuable connections and market insights.

2. Create your brand identity

Developing your brand identity is where creativity meets strategy - and often the most enjoyable part of launching a POD business. Your brand must resonate with your target niche while standing out in the market. If you haven't settled on a name yet, take time to brainstorm concepts that reflect your vision and appeal to your audience.

Before finalizing any names, thoroughly research potential conflicts. Search Google, social media platforms, and domain registrars to ensure your chosen name is available. Check trademark databases to avoid legal issues down the line. Remember that your brand name should work across all platforms, from website URLs to social media handles. Key elements of a strong brand identity include:

• Brand name and tagline

• Logo and variations (full, simplified, icon-only)

• Color palette and typography

• Visual style and image guidelines

• Brand voice and messaging

• Target audience personas

• Brand mission and values

Pro tip: Invest in professional design services for your logo and brand identity package. While DIY tools exist, a skilled designer can craft a cohesive visual system that works across all touchpoints-from your website to product tags. Request a comprehensive style guide that covers every application of your brand elements. This initial investment pays dividends by ensuring a consistent, professional presentation across all channels.

3. Choose your POD service

Your choice of POD service impacts everything from product quality to business scalability. For new entrepreneurs, the easiest path is using an e-commerce platform with integrated POD capabilities. If you have an existing website or sales channel, you can connect with POD fulfillment services separately.

Starting from scratch: Integrated POD through Shopify

Shopify's ecosystem makes launching a POD business remarkably simple. Through the Ninja Print-On-Demand app, you can access over 2,500 customizable products and start selling within minutes. The integration handles everything automatically:

• One-click product creation and syncing

• Built-in design studio with fonts and graphics

• Automatic order processing and fulfillment

• Real-time inventory and shipping updates

• 24-48 hour production time

• Professional-grade DTF printing on all products

Unlike most POD services that use DTG printing, Ninja Print-On-Demand employs direct-to-film (DTF) technology exclusively. This produces more vibrant colors, crisper details, and prints that last 75+ washes. The process works on any fabric type and offers superior stretchability-ideal for everything from t-shirts to activewear.

Working with existing websites

Larger, more established businesses work with multiple POD services to optimize their supply chain or offer different product types. If you already have an online store or website, research standalone POD fulfillment services based on the following:

• Print technology and quality standards

• Product selection and blank brands

• Production and shipping times

• Integration capabilities with your platform

• Pricing structure and profit margins

• Minimum order requirements

• Customer service reputation

4. Build your product line

Your product line starts with compelling designs that speak to your niche. Whether you're creating designs yourself or working with artists, focus on quality over quantity. Launch with 5-10 of your strongest designs rather than overwhelming customers with too many choices. Each design should align with your brand identity and resonate with your target audience's interests and aesthetic preferences.

When selecting products, consider your market's style and fit preferences. While t-shirts often form the core offering, expanding to hoodies, long sleeves, and tank tops with the same designs can increase average order value. Include both men's and women's styles to maximize your potential customer base.

For guidance on selecting the right products for your audience, check out our guide on how to choose products for your t-shirt business.

Popular combinations include:

• Standard t-shirt

• Fitted/fashion t-shirt

• Long sleeve shirt

• Pullover hoodie

• Women's fitted tee

• Tank top/sleeveless

Pro tip: Keep your initial product range focused and manageable. You can showcase the same design across different garment styles but limit your color and style variations to prevent decision paralysis. Research your target market's preferences - some audiences prefer slim-fit fashion styles, while others want standard or oversized fits.

5. Set up your online store

Creating your online store is straightforward, especially with platforms like Shopify that handle the technical details. Focus on building an inviting shopping experience that makes it easy for customers to find and purchase your designs.

Essential store elements:

• Clear navigation to help customers find products

• Compelling product photos showing designs from multiple angles

• Accurate size charts and product details

• Engaging product descriptions that highlight key features

• Clear shipping and return policies

• Simple, secure checkout process

• Mobile-friendly design

Product presentation:

• Launch with 5-10 of your strongest designs

• Show each design on core product types

• Limit color options to popular choices

• Group similar items into collections

• Include lifestyle photos when possible

• Display customer reviews once you have them

Pro tip: Before launching, place test orders to verify everything works smoothly. Check how your store looks on both desktop and mobile devices. Having friends or family test the shopping experience can help identify any confusing elements that need clarification.

6. Price your products strategically

Smart pricing balances profitability with market expectations. Research similar products in your niche to understand typical price ranges, but don't feel pressured to match the lowest prices. Your pricing should reflect your brand's quality and value. Premium items can command higher prices if their quality and design justify the cost.

When using Shopify with integrated POD, pricing is straightforward:

• See your base cost for each product type

• Add your desired profit margin

• Consider standard shipping costs

• Compare final prices to market averages

Most successful POD businesses aim for at least a 40-50% profit margin. For example, if a printed t-shirt costs $15 to produce and ship, consider pricing it between $25 and $35, depending on your market position and brand value.

Pro tip: Build room in your pricing for promotional offers. Running strategic sales (like holiday promotions or limited-time discounts) can drive traffic and boost sales, but you need sufficient margin to make these promotions worthwhile. Consider offering bundle pricing when customers buy multiple items, increasing average order value while giving customers a better deal.

7. Order samples and test quality

Sample ordering is a critical step in evaluating POD services, and it is ideally conducted during your initial research phase. Order the same design from different suppliers to directly compare print quality, color accuracy, and material feel. This head-to-head comparison reveals which services consistently deliver the quality your brand demands.

Beyond print quality, explore different product options. Test various garment styles, materials, and fit types. A cotton-poly blend might print differently than 100% cotton, or a fashion-fit shirt might appeal more to your target audience than a standard cut. Order samples in different colors to see how your designs render across the spectrum. Take note of packaging presentation, shipping times, and the overall unboxing experience.

This phase puts you in your future customers' shoes. Pay attention to every detail: How long did shipping take? Was tracking information accurate? How was the product packaged? Were size specifications accurate? Document these findings to help select the right POD partner and set accurate customer expectations. Most POD services offer discounted sample pricing, making this an affordable yet essential step in launching your business.

Pro tip: Don't rush this step - allow several weeks for ordering and comparing samples. Take photos of each sample for future reference, including close-ups of print quality and any issues you notice. This documentation helps when selecting your final supplier and can inform your product descriptions and sizing guides.

8. Launch your marketing strategy

Marketing your POD business requires a multi-channel approach, with paid advertising at its core. While social media presence and organic growth are important, relying solely on organic reach is a common mistake that can severely limit your growth. Today's digital marketplace is pay-to-play; allocating a proper ad budget is essential for getting your brand in front of potential customers.

Start with a coordinated launch across all channels. Your website should be polished, social media profiles active, and ad campaigns ready to go. Google Ads remains the premier platform for reaching buyers with purchase intent, while social media ads (particularly on Instagram and Facebook) excel at building brand awareness and engaging your target audience. Each platform offers detailed targeting options to reach your specific niche, but mastering these marketing tools takes time and experimentation.

Many POD businesses try to handle all marketing in-house, but this often leads to subpar results. Consider hiring a dedicated marketing professional or agency who understands paid advertising, content creation, and social media management. They can:

• Create and optimize ad campaigns

• Manage social media presence

• Design marketing materials

• Track campaign performance

• Adjust strategies based on data

• Scale successful campaigns

Pro tip: Set aside a realistic ad budget. Successful POD businesses often allocate 20-30% of revenue to advertising. Start with small test campaigns to learn what works, then scale up successful ads. Track your return on ad spend (ROAS) carefully, and don't be discouraged if early campaigns don't hit their marks. Paid advertising is a skill that improves with experience and data.

9. Monitor and optimize performance

Success in POD requires a data-driven approach and a willingness to adapt. Monitor your analytics across all channels-website traffic, social engagement, ad performance, and, most importantly, sales data. Let numbers guide your decisions rather than emotional attachments to designs or concepts. If certain products aren't selling after sufficient promotion, replace them with new options.

Keep your product line fresh by regularly introducing new designs while retiring underperformers. Creating urgency through limited-time offers or seasonal collections can drive sales - customers are more likely to buy when they fear missing out. Test different approaches:

• Product variations and new colorways

• Price points and promotional offers

• Ad copy and visuals

• Target audience segments

• Email marketing strategies

• Website layout and user experience

Business growth comes from doubling down on what works while quickly cutting what doesn't. Study your best-selling products to understand what makes them successful, then apply those insights to new designs. Similarly, analyze your marketing data to identify which channels and campaigns deliver the best return on investment.

Pro tip: Use analytics tools like Google Analytics, Facebook Pixel, and heat mapping software to understand customer behavior. These tools reveal valuable insights like which products customers view most, where they drop off in the purchase process, and which marketing channels drive the most valuable traffic. Set up regular performance reviews-weekly for ad campaigns and monthly for overall business metrics-to stay on top of trends and opportunities.

More pro tips for Print-on-Demand

After working with thousands of POD businesses, we've identified common challenges and their solutions. Here are key strategies to help you avoid typical pitfalls and maximize your success:

• Quality control matters: POD service quality can vary. Order samples regularly to monitor print quality and product consistency. Switch suppliers if standards slip.

• Calculate true costs: When setting prices, factor in not just product costs but also advertising, returns, customer service time, and platform fees. Build enough margin to sustain growth.

• Start lean, scale smart: Begin with a focused product line and expand based on data. Too many products too soon split your marketing budget and complicates inventory management.

• Prepare for returns: You need a clear returns policy and process even with no inventory. Factor return shipping costs into your pricing strategy.

• Back up your designs: Keep original files of all artwork and maintain organized records of which designs are listed where. POD platforms can change terms or shut down unexpectedly.

• Watch for platform changes: POD services frequently update their policies, pricing, and features. Stay informed about changes that could impact your business.

• Consider your endgame: If you plan to eventually move to in-house production, choose platforms that allow you to easily export customer data and transition away from their service.

• Build your email list: Don't rely solely on POD marketplace traffic. Collect customer emails to build direct relationships and reduce platform dependency.

• Test before scaling: Use POD to validate designs before committing to bulk orders. What sells well on POD might be worth producing in-house for higher margins.

Launch your POD business with confidence

Print-on-demand offers an accessible path into the custom apparel market with minimal upfront investment. By following these steps and leveraging the right tools, you can build a sustainable POD business that grows with your ambitions. Success comes from understanding your market, maintaining quality standards, and continuously optimizing based on what works.

The fastest way to get started is through Shopify's integrated POD capabilities. NinjaPOD provides everything you need to launch your store quickly:

• Premium DTF printing for superior quality

• 2,500+ customizable products

• Built-in design tools

• Fast 24-48 hour production

• Automatic order fulfillment

• No minimum orders or monthly fees

Whether you're a creative entrepreneur testing new designs or an established brand expanding your offerings, Ninja Print-On-Demand handles the production and shipping while you focus on growing your business. Install the app to start creating and selling custom products today.