How Longreads Launched a Zero-Inventory Merch Store with Printful & WooCommerce

Introducing the Longreads Merch Store

Longreads first launched in 2009 as a venue for long-form writing. Built on reader memberships, the brand delivers essays, fiction, and hard reporting that might get lost elsewhere. Over time, supporters asked for more ways to connect. A line of branded gear could serve as both a thank-you gift and a way to spread the word. But printing, warehousing, and mailing in bulk can drain resources. The team needed a way to keep the store lean, low risk, and fully in sync with their editorial style.

Picking a Print-on-Demand Partner

Enter Printful. This service provides on-demand printing and fulfillment with no minimum orders. Integration comes via a plugin that routes WooCommerce orders straight to the Printful dashboard. When a supporter places an order, Printful prints the design onto the product—tote bags, caps, T-shirts—and ships it directly. That removes stock management. The only input from the team is creating artwork files and product templates. Printful’s production network spans the US, Europe, and beyond, so transit times stay reasonable for most buyers.

Building the WooCommerce Store

Rather than modify the flagship site, the team set up a separate WordPress install on a Business plan at WordPress.com. This allowed plugin uploads and managed hosting. They added Jetpack to handle security scans, backups, and site stats. Next came the free WooCommerce plugin, activated to enable products and checkouts. Stripe integration lives in core, so they connected their account in minutes. With those pieces in place, they installed the Printful for WooCommerce extension and linked it to their Printful account using API keys.

Customizing the Storefront

The brand aesthetic meant plenty of white space, clear type, and minimal color. Kjell Reigstad, the art director, chose the Independent Publisher 2 theme and used the custom CSS editor for tweaks. He removed sidebar clutter, matched fonts, and set product grids that echo article layouts. A standout feature called “Shop by phrase” sorts products by key quotes in a way that’s very on-brand. Fans can jump right to lines they love—like “We (heart) fact-checkers”—and add that quote to a tote or mug.

Tax Compliance and Security

New sales tax laws mean online sellers must collect tax in states where they have a nexus. The free WooCommerce Services tool handles basic rates, but for multiple nexus the TaxJar extension was a must. TaxJar calculates the correct rate per order and adds it at checkout, ensuring the team avoids surprises at filing time. Meanwhile, fraud attempts popped up early on—fake addresses and suspect IPs. The WooCommerce Anti-Fraud plugin flags risky orders, puts them on hold, and sends email alerts so the team can quickly review.

Automated Fulfillment

When an order comes in, WooCommerce sends it to Printful. Printful prints the item and mails it directly to the buyer but shipments can vary in transit times. Longreads only checks orders every few days for any issues. For most, nothing needs manual input.

Driving Sales through Audience Engagement

Longreads’ existing email channels drove nearly all the early traffic. Their weekly Friday newsletter and daily picks roundup include store links. Right after each send, staff see an uptick in orders. Social media fans share photos of their hauls, using the @Longreads handle. Plans include adding Instagram product tags to streamline shopping.

Results and Impact

In just a few months, the merch line has generated a modest but steady stream of revenue. Every cent of profit flows into the story fund, underwriting original essays and fiction. No extra staff were hired to run it and the cost of hosting and plugins stays low. Best of all, readers get to wear their loyalty on their sleeves—literally—and that organic visibility drives new supporters back to the site. It pays for itself and then some.

Conclusion

Longreads proved it’s possible for a small editorial team to launch merchandise without big overhead. By combining WooCommerce and Printful, they keep the store lightweight and aligned with their design. Automated tax calculation and fraud checks give peace of mind. If you run a blog or publication and want a side revenue stream, this model can work for you too.