Practical Ecommerce

Will 3D Printing Disrupt Ecommerce?

Invented in the mid-eighties, 3D printing was once restricted to the B-to-B market. Now as prices for 3D printers come down, the technology is making its way into the consumer arena. Wohlers Associates, a consulting firm that has followed the 3D printing industry for over 20 years, reports that the market for 3D printing, for all products and services worldwide, grew to $3.07 billion in 2013. The 2014 Wohlers Report estimates the compound annual growth rate for years 2011 to 2013 at 32.3 percent. Rapid product development at a low cost has made the technology popular in the automotive, aerospace, and medical device industries.

How Does 3D Printing Work?

The 3D printing process starts with a digital model of an object and creates a 3D solid object reproduction. A 3D printer uses rapid prototyping to create a geometric model using computer-aided design or modeling software. The solid object is created using layers of various materials such as plastic, metal, liquid, powder, or wood pulp that form a series of cross sections that become fused in the manufacturing process.

3D Printing and Ecommerce

As the price of 3D printers continues to fall, new opportunities are emerging, especially for ecommerce vendors. Several dedicated online stores sell 3D printers, materials, and finished products, while others see marketplaces for finished products as the best business model. Last year, eBay rolled out an iPhone application, eBay Exact, that allows customers to buy customizable printed merchandise from three 3D printing companies. Walmart also has a 3D printing service pilot program. Etsy has 13 pages of 3D-printed objects for sale.

Certainly the bigger ecommerce players are looking beyond just selling physical products, taking the 3D printing concept into the service arena. If successful, this approach could radically change ecommerce, with merchants selling designs that allow consumers to manufacture their own customized products.

Earlier this year, Amazon established a 3D product store with a partner, 3DLT, which now offers 73 products on Amazon — mostly jewelry and accessories for electronic goods. Amazon also sells 3D printers and supplies. While 3D printers used to cost several thousand dollars, several models now sell for under $600, making it feasible for people to buy them for home use. 3DLT is also a 3D printing template marketplace. It partners with independent designers who create the 3D printable files that 3DLT sells on its website to customers who download them and print products on their home 3D printers. For those without a home 3D printer, 3DLT has a partner network of over five hundred 3D retail printers where individuals can bring the files to be printed.

3DLT is a marketplace for 3D printing templates.

3DLT is a marketplace for 3D printing templates.

Several online marketplaces devoted exclusively to 3D printed goods (versus templates sold by 3DLT) also exist. Shapeways operates the world’s largest marketplace for 3D printed products. Designers, and hobbyists send their designs to Shapeways, which uses its in-house printers to create physical products. If the customer wishes to sell products in addition to creating just one, Shapeways adds the product to its online marketplace, where others can buy the goods. Shapeways handles payment processing and shipping.

Shapeways is a marketplace for 3D printed products.

Shapeways is a marketplace for 3D printed products.

Sculpteo also allows individuals to buy and sell designs as well as offering a printing service. Cubify sells both 3D printers and products made by 3D printers.

A Disruptive Future?

3D printing technology poses both an opportunity and a threat to retailers because consumers may turn to DIY product manufacturing, especially for crafts and small replacement parts or hard to find items for products no longer manufactured. It can alter the supply side of ecommerce as well. Amazon and Walmart could reduce inventory by adopting the technology to print low-value or hard-to-find parts on demand. Walmart CEO Doug McMillon stated at the Code Conference in May that the company may acquire a 3D printing company and that Walmart was exploring using the technology to make replacement parts.

As for consumers, the current business model allows them to buy “off-the-shelf” 3D printed products from marketplaces or an individual with design expertise can send a design to a 3D printing service bureau and get a truly customized product back. Amazon may be contemplating something even more radical. The company, which is obsessed with shortening delivery time for products, even exploring delivery by drones, could move away from physical products and offer a service instead. After purchasing the necessary materials, customers could download a design file and manufacture their own products on their own home 3D printer (purchased from Amazon, presumably) within a few hours.

With this new model, the customer receives immediate gratification and Amazon, which is struggling with profitability, cuts back on warehouse and inventory costs. Some products may never lend themselves to 3D printing but plastic toys, jewelry, and small parts are a good fit for just-in-time, DIY manufacturing.

Any large-scale shift to DIY 3D printing would have consequences for other downstream players. Shipping companies such as FedEx and UPS could suffer a downturn in the number of packages they deliver, but they could easily set up their local offices as 3D printing hubs to counter revenue losses.

Implications for Ecommerce Merchants

3D printing offers ecommerce merchants an alternative to buying goods from manufacturers. For a fee or share of sales, designers are available to create templates for products. 3D-printed jewelry, for instance, has become a fashion trend. 3D printed goods can supplement or replace regular inventory. Merchants can differentiate themselves by offering unique products, usually at lower cost.

At some point merchants can sell designs to customers who are interested in DIY manufacturing, but until 3D printers are more commonplace in homes, selling actual products is likely a safer bet.

Marcia Kaplan

Marcia Kaplan

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  1. BJ Cook June 27, 2014 Reply

    Thanks for aggregating all of that in one place Marcia. Some good trendspotting in there and insights. I was most interested in the piece about brands selling “design files.” It really touches upon the Jetsons concept (hopefully folks remember that cartoon from the 80’s) of immediate gratification and solving something that needs attention instead of driving to the local hardware store.

    I’ll throw this out there, but just like the Printer industry, I wonder if folks like Amazon would just give you the 3D printer because they can make more money on things like design files, ink, etc. At the end of the day, if the 3D printer malfunctions or needs a spare part; you can just use your neighbors and be ready to go.

    • Marcia Kaplan June 29, 2014 Reply


      Perhaps several years from now retailers will give away the printers but right now most people don’t own one and if you want to create more complex goods, the printers can cost over $10,000. The ones that make jewelry and toys are the ones that are starting to drop below $1,000. Also, currently there are not enough design files available to make this a viable option. Profit opportunities are still with the 3D printers.

  2. Noam June 30, 2014 Reply

    Thanks for the update Marcia. Just to complete the picture is a new comer into the 3D printing design files marketplace which aimed to aggregate spare part design files.
    The market is not there yet, but eventually it will. In contrast to other marketplaces we wish to see manufacturers uploading their spare part design files not only makers.

  3. Marcia Kaplan July 29, 2014 Reply

    Amazon announced on July 28 that it launched a dedicated 3D Printed Products store ( The site gives customers access to more than 200 unique print on-demand products, many that can be customized by material, size, styles, and color variations. A personalization widget allows customers to create a unique product without knowing how to perform 3D modeling. The new store contains design templates for customers and a 3D preview capability.
    Designers who wish to sell print-on-demand designs on Amazon can visit

  4. Frank August 21, 2017 Reply

    Thanks for your brillant article. In my opinion, 3D printing will not necessery disrupt e-commerce. In contrary, as you said, new opportunities are emerging for ecommerce website and 3d printing and e-commerce will raise together. 3D printing touch now a large area of website and there is a lot of website like wich melt 3D printing and ecommere.