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Shutterfly vs the World: A Comprehensive Look at Personalized Products

Shutterfly Overview

Shutterfly is an innovative company that provides a range of services to its customers. The company began its journey back in 1999 in Redwood City, California, with the mission to help people create and share their memories in a tangible way.

Since then, Shutterfly has undergone significant growth and expansion, and it has acquired several companies to strengthen its position in the market.


Shutterfly has completed several significant acquisitions over the years, including Tiny Prints, a premium stationery brand that features designer collection, Treat, a personalized greeting card service, and ThisLife, a cloud-based platform for storing and organizing photos. The acquisition of Lifetouch in 2018 allowed Shutterfly to enter the school picture market, with schools now generating a substantial part of its revenue.

Divisions and Services Offered

Shutterfly’s Consumer division provides personalized products such as photo books, stationary, home decor, and photo gifts. The company has a user-friendly interface that allows users to create beautiful products easily.

Shutterfly also provides its users with design tools, and a wide range of materials users can use for their creations. Lifetouch, which is primarily known for school photography, was acquired for $825 million.

The acquisition allowed Shutterfly to expand its business reach beyond consumer markets into the commercial photo market. The acquisition also provided Shutterfly with an opportunity to take advantage of Lifetouch’s school photography APIs, which have already been integrated into Shutterfly’s platform.

Shutterfly’s Business Solution division aims to provide businesses with a way to create customized marketing materials. They assist businesses in creating custom brochures, flyers, and other marketing materials in a way that makes it easy to collaborate with designers.

Shutterfly’s team is dedicated to providing businesses with personalized assistance, ensuring they can make the right product that suits their business needs.

Shutterfly Competitors

Shutterfly has come a long way since its inception. It has, over the years, faced fierce competition from other players in the market.

Shutterfly competes with the likes of Vistaprint, Mixbook, Picaboo, and a host of others. Zazzle is one of Shutterfly’s biggest competitors.

This eCommerce platform provides a wide range of high-quality personalized gifts at affordable prices. Their products range from custom-made phone cases, apparel, to household items.

Vistaprint provides custom printing services. It is one of the largest printing companies globally and has a reputation for producing high-quality printing products at affordable prices.

Vistaprint provides its customers with everything from business cards to custom rubber stamps. Mixbook is another competitor providing personalized photo book services.

Mixbook offers a range of pre-made templates or allows users to create their designs. Their software has many features that make it simple and straightforward for users to create photo books and other personalized products.

Picaboo’s self-publishing software is an excellent tool for creating photo books, calendars, cards, and other personalized items. The software is easy-to-use, and the interface is user-friendly.

PhotoBox is another company that provides online photo printing services. They offer customers high-quality printing products, including photo books, prints, and photo gifts.

Moo provides design and printing technology for businesses. They offer everything from business cards to flyers and other promotional materials.

Moo also has customizable templates that can be used to create personalized designs, making the process quick and straightforward. PS Print is an online printing service that provides high-quality printing products such as business cards, brochures, postcards, and other marketing materials.

The company takes pride in printing products with vibrant colors and precise cuts. Walmart Photo is an in-store printing service that allows customers to print their photos on different products such as canvas, mugs, and calendars.

Customers can also have their photos printed on traditional prints and DVDs.

Amazon Photo Prints is an online photo printing service that provides customers with an easy-to-use interface and fast turnaround time. Their personalized photo prints are of high quality, and they offer various sizes and styles.

CafePress is an eCommerce retailer that provides its customers with customizable merchandise such as t-shirts, hats, and bags. Customers can choose from a variety of designs, or they can create their own.


In conclusion, Shutterfly’s acquisitions, divisions, and services have been essential to its growth and retention of customers. Competitors such as Vistaprint, Zazzle, Mixbook, and Photobox compete closely to meet the customer’s various demands when it comes to personalized products, while CafePress targets various demographics.

Each company understands the importance of innovation, quality, and affordability, ensuring that customers receive the best products and services. In conclusion, Shutterfly has established a dominant position in the personalized product market through its innovative services, strategic acquisitions, and diverse business divisions.

While facing competition from other leading companies such as Vistaprint, Zazzle, Mixbook, and Photobox, Shutterfly’s commitment to quality, affordability, and user-friendliness has enabled it to maintain its market leadership position. As businesses and individuals increasingly seek unique and personalized products, Shutterfly and its competitors continue to provide personalized solutions that meet these demands.

The main takeaway from this article is the importance of understanding the personalized product market and the increasing emphasis on customized products in today’s business landscape.

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