WTTB has reported increased customer interest following the launch of its API, which allows third-party e-commerce businesses to integrate more than 140 of the digital printer’s products into their own websites.

The API processes order and artwork information from a customer’s website and sends it directly to WTTB for production and fulfilment. Finished products can then be dispatched directly to the end customer in white-label packaging.

According to WTTB, the system is intended to allow existing customers, as well as businesses entering e-commerce, to expand the ranges available through their own online stores without investing in additional production capacity.

Customers retain control of their website, pricing, branding and relationship with buyers, while WTTB handles production and fulfilment behind the scenes.

The company said the breadth of products available through the API has been a significant factor in the response to its initial soft launch. While APIs are already widely used within e-commerce, WTTB said integrations can often be restricted to selected products.

Michael Bartlett, head of operations at WTTB, said: “The response we’ve had so far has been really encouraging.

“I’ve spoken to a number of customers since we introduced the API and one of the things that keeps coming up is the breadth of the product range.

“Being able to access more than 140 WTTB products through a single integration gives our customers a huge amount of flexibility in what they can offer through their own websites.

“What’s particularly encouraging is that customers can immediately see the commercial opportunity. They can potentially broaden their product offering without having to invest in additional production capability, while keeping control of their own website, pricing, brand and customer relationship.

“We’ve also had some really positive feedback around the integration itself and the support behind it. The number and quality of conversations we’ve had from what was deliberately a fairly soft launch has probably been the most encouraging thing of all.”