NAPCO Study: 93% of Printers Report Sales Gains via Customized Web Portals

A study conducted by NAPCO Research in collaboration with Propago found that commercial printers offering customized web portals reported an average 12% revenue growth along with measurably stronger client relationships. The research, which gathered responses from 122 printing industry professionals in May 2023, examined the business impact of B2B web to print adoption. Key findings showed that 93% of participating printers saw increased sales from existing clients, 92% noted a shorter buying cycle, 90% reported reduced labor costs, and 88% observed higher print order volumes.

Customized web portals have become a standard offering among surveyed printers, with 89% reporting they provide clients with dedicated portal access. These platforms function as operational tools that improve service accessibility and deepen the working relationships between printers and their business clients. The findings underscore the strategic importance of web-to-print technology in driving business growth and operational efficiency.

Marketing collateral ranked as the most frequently processed order type through these portals, cited by 86% of respondents. Direct mail followed at 71%, and promotional products accounted for 65% of portal-based orders. The range of order types reflects the breadth of services that web2print platforms make available to commercial printers serving diverse client needs. Inventory management was identified as a critical portal capability by 68% of respondents, while workflow management and reporting tools were valued by 55% and 53% of respondents, respectively.

The study also identified the industries most commonly served through customized portals. Healthcare and retail each appeared in 64% of respondents' client bases, followed by education at 60% and financial services at 58%. This distribution points to the adaptability of web to print solutions across sectors with distinct print management requirements. Propago, a collaborator in the research, noted that web portals are strategic tools for winning larger clients and building lasting relationships.

The complete report is available for free at the Web Portal Research Paper page. The data presents a clear case for commercial printers that have not yet implemented customized portal offerings. Printers that have adopted these platforms report both financial gains and stronger client retention, reflecting a broader shift in how print service providers are using technology to remain competitive.