Drive Growth with Product Customization in 2025

A century ago, baby names were often limited to a handful of popular choices. In 1923, for instance, “John” was the most common name for boys, representing over 5% of American males born that year, while “Mary” claimed 5.7% of the female population. Fast forward to today, and the trends have shifted dramatically. In 2023, the top names like “Liam” and “Olivia” now account for just 1.1% and 0.87% of all births, respectively—proving that fewer people are opting for common names.

This shift isn’t just about names—it’s part of a broader trend reflecting people’s growing desire for uniqueness and individuality. No one wants to be just one of many Marys or Johns anymore. Similarly, today’s consumers are seeking products that stand out from the crowd and feel personal.

For small business owners, especially those with online stores, this is a golden opportunity. Offering product customization can be a game-changer—enabling your customers to add their own twist to designs, making each item truly theirs. It’s not just a way to enhance customer satisfaction; it’s also a powerful tool for boosting your sales.

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What is product customization?

Product customization is the ability to allow your customers to personalize items to fit their individual preferences and needs.

Whether it’s choosing different colors, modifying designs, or adding special touches like names, logos, or monograms, this option empowers customers to create something unique and tailored just for them.

While some may think of product customization as simply adding a name or image to a t-shirt, it goes far beyond that. At Tapstitch, we believe customization is about offering something truly special for your customers, whether it’s a standout piece for a fan base or a design that speaks to a unique need. It's about creating that personal connection that makes your brand stand out.

“As a print-on-demand provider, we see how customization can truly set businesses apart,” says a Tapstitch team member. “When done right, personalized products help brands become more flexible and agile—opening up endless opportunities for growth.”

Customization not only allows you to offer products that your customers can’t find anywhere else, but it also gives you the freedom to experiment with designs and ideas, helping your business stay ahead of trends and respond to evolving customer preferences. This is where the biggest potential for growth lies—by offering truly unique, customizable fashion that speaks to individual style.

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Benefits of product customization

Personalized products are more than just a trend—they’re becoming a key differentiator in today’s competitive market. A June 2024 study by Deloitte revealed that more and more consumers are choosing brands that help them express their individuality. By offering customization options, you can tap into this growing desire for unique, tailored products that reflect personal style.

Here are just a few ways product customization can benefit your business:

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Potential for higher profit margins

A basic, off-the-shelf product is often seen as just another item in a sea of similar options. But when you add a personalized touch, it becomes something unique—something worth paying extra for. This is where the true potential for higher profit margins lies, as many customers are willing to pay a premium for a one-of-a-kind, customized item.

For instance, a plain t-shirt might sell for just a few dollars. But when customers are given the ability to choose collar styles, sleeve lengths, colors, and even add their own custom designs, that simple t-shirt suddenly becomes a much more valuable item.

At Tapstitch, we’ve seen how personalization can significantly increase the perceived value of a product. “We’ve seen businesses selling print-on-demand t-shirts for up to $80,” says one of our team members. “It’s not just about the product itself—it’s about how you market it, the community you’re targeting, and the unique value your brand brings to the table.”

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Increased customer loyalty

When customers can get exactly what they want—whether it’s a pair of sneakers in a unique half size with custom two-tone laces or personalized socks featuring their baby’s likeness—they feel like the brand truly understands them. This connection is a powerful driver of customer loyalty, encouraging repeat purchases and positive word-of-mouth.

The numbers back this up. According to a Deloitte study, companies with more advanced personalization strategies were 71% more likely to report improved customer loyalty. This means that offering customized products isn’t just a way to stand out—it’s also an investment in building long-term relationships with your customers.

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Competitive edge

In today’s crowded eCommerce market, standing out can be a challenge. With countless sellers offering similar products, why should someone choose your t-shirt over another?

Personalization is the key differentiator. If customers can select not just the color and size of the t-shirt, but also the fabric type, sleeve length, and even add their own custom design or text, that’s no longer a generic t-shirt—they’re getting a unique piece that reflects their personal style.

Offering these customization options turns a basic t-shirt into something special, allowing you to cater to a variety of tastes and preferences. By giving your customers the ability to create something truly their own, you’re not just competing on price—you’re offering a product that feels exclusive and tailored to their individual needs.

With Tapstitch’s print on demand services, you can give your customers the freedom to personalize their t-shirts, helping your business stand out in a sea of mass-produced clothing.

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Reduced inventory risk

Imagine this: you’ve stocked up on purple t-shirts for the season, hoping they’ll be a hit with your customers. But when the demand for purple fizzles out, you're left with a pile of unsold shirts that just aren't moving. If you rely on traditional bulk production, you’re stuck with the costs and risks of excess inventory.

With on demand production, you eliminate this issue entirely. When you produce t-shirts based on customer orders, you’re only creating what’s already been purchased. No overstock, no excess inventory. If a customer wants a purple t-shirt, you create and ship it to them—without worrying about whether it will sell or not.

While the per-unit cost for custom products may be slightly higher than bulk-produced goods, it completely removes the risk of unsold inventory. With Tapstitch’s print on demand services, you don’t have to worry about managing stock or warehouse space. You can also experiment with new designs, target different markets, or expand your product range without the traditional inventory headaches.

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Speed and agility 

On-demand production is a game changer for businesses looking to stay nimble and responsive. One of the biggest advantages? You can easily cater to diverse customer segments by offering customized options that appeal to different tastes and preferences.

“With customization, you can experiment with different styles and designs for various communities. If it boosts sales, that’s fantastic; if not, you simply try something else,” says a Tapstitch team member. “This flexibility is where a lot of business owners find opportunities for growth. It’s not about sticking with what worked a few years ago—it’s about constantly testing new ideas and staying agile.”

Print on demand model also allows you to jump on trending styles and ideas faster than traditional bulk production. In the world of fashion, trends can change overnight, and with bulk orders, you’re often working months in advance. But with on-demand production, you can have a new design live and ready to sell in a matter of minutes.

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Deeper understanding of customers

One of the biggest advantages of offering product customization is the valuable data you gain about your customers’ preferences. Every choice they make—whether it’s selecting a color, style, or adding a personal design—becomes an insightful data point that helps you better understand what resonates with your audience.

According to a Deloitte study, brands with strong personalization strategies are 10 times more likely to have a deep understanding of their customers' preferences. This allows them to make more informed decisions about their products and pricing.

For example, if you notice that most customers are opting for custom designs or specific t-shirt colors, you could consider making those options more prominent in your offerings — or even offering them as default options. On the other hand, if a lot of customers start customizing their t-shirts but abandon the process at the final step, you might find that your pricing is a barrier.

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Examples of product customization

Product customization opens up endless possibilities for businesses to offer personalized experiences to their customers. Here are a few examples of Tapstitch’stories：

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Veronica Paulsen

Veronica Paulsen is a professional skier and filmmaker based in Jackson, Wyoming. Known for her backcountry skiing and her historic 2020 backflip at the Red Bull Kings and Queens of Corbet’s competition, Veronica has built a strong personal brand.

Tapstitch has enabled Veronica Paulsen to turn her passion for skiing and creativity into a stylish merch line that resonates with her audience. By providing high-quality, customizable apparel and seamless dropshipping services, Tapstitch has freed Veronica to focus on her skiing career while building a stronger connection with her fans.

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Makuthelabel

Maku Fenaroli is a self-taught artist with 15 years of experience, known for her bold, graphic designs and a deep connection to her Māori heritage.

Inspired by her love of bold streetwear and the challenge of finding pieces she genuinely connected with, Maku launched her wearable art line.

Tapstitch has empowered Maku Fenaroli to turn her bold artwork into a thriving wearable art business. By offering premium quality, effortless integration, and a platform for global reach, Tapstitch has helped Maku focus on what she loves most - creating.

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Product customization FAQ

1.What is product customization?

Product customization allows customers to change products to fit their personal wants and needs. This can mean picking colors, designs, or even adding a name or logo. It's like making your own special toy or shirt just the way you want it!

2.How does product customization work?

With Tapstitch, customers can easily design their own t-shirts using our online design tool. They can choose from a variety of styles, colors, and designs, or upload their own artwork. Once they’re happy with their creation, the product is printed and shipped directly to them on-demand.

3.Can I offer customization on my existing designs?

Yes, you can! You can either upload your own pre-designed artwork or allow customers to modify your existing designs to make them unique. This gives you a flexible way to keep your product offerings fresh and personal.

4.Why do customers like customized products?

Customers enjoy tailored products because they help express their individuality. No one wants to feel like just another person with the same item. When they can choose what they want, they feel special and connected to the brand.

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