The ‘choice’ of not automating

First of all, not every print service provider needs or wants to automate. Here are two examples at opposite ends of the spectrum:

• The craftsman printer that runs a small shop where he “handcrafts” exquisite print pieces using a letterpress or other vintage equipment. He loves paper, loves print, and has no ambition to scale. For him, staying manual is a conscious decision and can be a successful business model.
• A large tradeprinter with multiple production halls where autonomous carts and robots move material between machines. Their volumes, customer expectations, and complexity demand deep automation.

Both approaches work because each aligns with the owner’s goals. But the consequences for growth, profitability, and resilience are vastly different.

This said, for most Print Service Providers automation is no longer just an operational upgrade. It’s the foundation for scaling profitably in a market that prizes customization, sustainability, and instant service.

Let’s have a look at some of the industry trends.

Why scaling beats simple growth

The modern print market has become increasingly seasonal, depending on the product. Demand surges and drops create a constant challenge: you need to scale up when the orders flood in and scale down when they don’t.
Without a technology stack that flexes both ways you risk:

• Over-investment in equipment, software licences, and people you can’t keep busy year-round.
• Missed opportunities when peak demand overwhelms manual processes.

Automation is what allows a business to absorb those peaks and valleys without burning cash.

A multi- billion industry shifting to value

Despite falling paper volumes, print remains a giant market - worth about $834 billion, larger than the global gaming industry.
The growth is in value, not volume, fuelled by customized products of all kinds:

• Short-run, on-demand books
• Photo products
• Shortrun labels and packaging
• ApparelCustom home décor and unique gifts

Consumers increasingly want local, sustainable, one-of-a-kind products. Profitably meeting that demand requires connected, data-driven operations.

From mass production to mass customization

Platforms such as Etsy, Redbubble, Gelato and Cloudprinter have created what we call the “uberfication” of print.
They capture consumer demand and distribute jobs across a network of fulfillment partners.
For print providers this means:

• Integrating with multiple platforms and APIs
• Accepting and tracking orders in real time
• Returning detailed status updates automatically

A manual shop can’t keep up with that level of speed and transparency.

Connected automation: more than “workflow”

Traditional “workflow software” automates a slice of the process, typically from order intake to press.
True competitiveness demands connected automation, which links every part of the chain:

• Demand capture (webshops, APIs, marketplaces)
• Business management and pre-press
• Production, logistics, and shipping
• Continuous data feedback to customers and platforms

It’s the seamless flow of information across all these systems that keeps a modern print operation running.

Data: the new electricity

Smart automation is data-driven. To automate fully you need:

• Precise order specifications and job data
• Tight integration of e-commerce, CRM, pre-press, production and logistics
• Instant, automated status updates back to customers and platforms

The hardest part is data transformation. Each system speaks a different “language,” and while standards like JDF/JMF help, they don’t cover everything. Successful printers invest in middleware or platforms (such as Atomyx) to normalize and exchange data in real time across different platforms.

The strategic imperative

For boutique artisans, manual craftsmanship can remain a viable niche.
But for any sizable company aiming to grow, or simply maintain market share, in today’s connected economy, failing to automate means:

• Lost orders and lower margins
• Inability to meet customer expectations for speed and transparency
• Gradual irrelevance as competitors capture the on-demand market

Automation is no longer just an operational upgrade. It’s the foundation for scaling profitably in a market that prizes customization, sustainability, and instant service.

Automation pitfalls to avoid

• “We automated years ago.” Partial automation - say, only pre-press - isn’t enough when demand flows through multiple digital channels.
• Buying software equals success. Tools need strategy, KPIs, and rigorous implementation.
• Neglecting people. Teams must be trained to manage and continuously adapt automated systems.

Where to go from here

Staying manual can be a conscious and even rewarding choice for niche players, but for the majority of print service providers the reality is clear: automation is no longer optional. It is the only way to remain competitive in a market where customers expect faster turnaround, personalized products, and real-time visibility.

Yet automation done in silos isn’t enough. The real opportunity lies in connected automation, where order capture, business systems, production, logistics, and customer communication are seamlessly linked. That is how printers can scale profitably, flex with seasonal demand, and capture new revenue streams from marketplaces and platforms.

If you want to dive deeper into what connected automation really means, the challenges it solves, and how to get started, we’ve put our insights together in a dedicated white paper.

Download our white paper on Connected Automation

Connected automation: more than “workflow”

Traditional “workflow software” automates a slice of the process, typically from order intake to press.
True competitiveness demands connected automation, which links every part of the chain:

• Demand capture (webshops, APIs, marketplaces)
• Business management and pre-press
• Production, logistics, and shipping
• Continuous data feedback to customers and platforms

It’s the seamless flow of information across all these systems that keeps a modern print operation running.

Data: the new electricity

Smart automation is data-driven. To automate fully, you need:

• Precise order specifications and job data
• Tight integration of e-commerce, CRM, pre-press, production, and logistics
• Instant, automated status updates back to customers and platforms

The hardest part is data transformation. Each system speaks a different “language,” and while standards like JDF/JMF help, they don’t cover everything. Successful printers invest in middleware or platforms (such as Atomyx) to normalize and exchange data in real time across different platforms.

The strategic imperative

For boutique artisans, manual craftsmanship can remain a viable niche.
But for any sizable company aiming to grow, or simply maintain market share, in today’s connected economy, failing to automate means:

• Lost orders and lower margins
• Inability to meet customer expectations for speed and transparency
• Gradual irrelevance as competitors capture the on-demand market

Automation is no longer just an operational upgrade. It’s the foundation for scaling profitably in a market that prizes customization, sustainability, and instant service.

Automation pitfalls to avoid

• “We automated years ago.” Partial automation - say, only pre-press - isn’t enough when demand flows through multiple digital channels.
• Buying software equals success. Tools need strategy, KPIs, and rigorous implementation.
• Neglecting people. Teams must be trained to manage and continuously adapt automated systems.

Where to go from here

Staying manual can be a conscious and even rewarding choice for niche players, but for the majority of print service providers, the reality is clear: automation is no longer optional. It is the only way to remain competitive in a market where customers expect faster turnaround, personalized products, and real-time visibility.

Yet automation done in silos isn’t enough. The real opportunity lies in connected automation, where order capture, business systems, production, logistics, and customer communication are seamlessly linked. That is how printers can scale profitably, flex with seasonal demand, and capture new revenue streams from marketplaces and platforms.

If you want to dive deeper into what connected automation really means, the challenges it solves, and how to get started, we’ve put our insights together in a dedicated white paper.

Download our white paper on Connected Automation