Retail vs. Brand vs. Vendor: Where Should You Buy Your Next Printer?

When was the last time you tried to buy a printer and thought, “Why is this so complicated?” Retail stores mostly offer low-cost devices, brand websites showcase every model under the sun, and local vendors offer business-grade equipment. Choosing the right printer is only half the battle. The other half is figuring out where you should buy it.

Where you buy a printer can influence not only how it performs but also what you pay for it in the years to come.

And while STPT is a print vendor, we’re not here to persuade you one way or another. We want to help you understand the real differences among the three main buying routes: retailers, manufacturer websites, and print vendors. Then, you can make the right decision for your business, team, and budget.

Table of Contents

• What Are Your Three Buying Options?
• Buying From Retailers: Pros, Cons & Best Fit
• Buying From the Brand Website: Pros, Cons & Best Fit
• Buying From a Print Vendor: Pros, Cons & Best Fit
• Side-by-Side Comparison Table
• How to Decide Which Route Is Best for Your Business
• When STPT Isn’t the Right Fit
• Conclusion & CTA

What Are Your Three Buying Options?

Before we dig into pros and cons, here’s a quick look of how each buying route typically works:

Retailers

These are sites like Amazon, Walmart, Office Depot, and Best Buy. These stores offer fast, convenient access to hundreds of desktop and small-office printers at competitive prices.

Brand Websites

Manufacturers also sell their devices directly to consumers with full catalogue visibility. For example: Xerox.com, HP.com, Canon.com

Print Vendors / Dealers

Local Xerox-authorized partners like STPT, who help businesses choose, install, service, and maintain business-grade printers and multifunction devices.

Each option comes with advantages and limitations. Let’s break it down.

Buying From Retailers: Pros, Cons & Best Fit

Pros

Speed and convenience.

Retailers are built for fast transactions. You can order today and have a printer on your desk in a day or two, or even in hours.

Lower upfront cost.

Retail shelves are filled with devices under $300, which makes them appealing for budget-conscious shoppers.

Easy supply bundling.

You can usually find supplies like toner, ink, paper, and cables all in one place.

Cons

Retail printers aren’t designed for businesses.

Retail devices are typically low-volume machines built for home users. We discuss this extensively in our blog on 3 Problems With Buying Retail Printers Instead of Commercial Printers, where cost per page, durability, and service limitations become major issues for organizations.

No service or maintenance support.

If something breaks, you’re on your own. Retailers don’t currently offer installation, training, or troubleshooting, meaning your IT team (or someone who drew the short straw) is stuck figuring it out.

Higher long-term cost.

Low upfront price often means high ongoing expenses such as expensive toner, frequent replacements, and higher cost-per-page rates.

Little to no guidance.

Retailers won’t help you determine whether a device matches your print volume, security needs, or workflow.

Best Fit for Retail

• Home offices
• Small teams with very minimal printing needs
• Temporary or backup device
• Buyers who prioritize price over longevity

If you're curious how retailers compare to vendors in more detail, check out our focused comparisons:

• Amazon vs STPT
• Office Depot vs STPT

Buying From the Brand Website: Pros, Cons & Best Fit

This section pulls from lessons we outlined in Who Should I Buy From: Printer Brand or Print Vendor?

Pros

Access to the full product catalog.

Manufacturers show off every model they produce, which means you can explore the entire lineup.

Early access to new releases and product roadmaps.

Brand representatives are tied closely to engineering updates, firmware changes, and upcoming product launches.

Cons

Account manager turnover.

Large corporations have higher turnover than local vendors. You may work with multiple reps throughout the life of your device, creating inconsistency.

Hard-to-navigate support.

Billing, supplies, service requests, and troubleshooting often run through separate departments. We’ve seen many customers struggle with it before switching to STPT.

No local service or hands-on installation.

Brands usually do not send technicians onsite unless you have a specialized enterprise-level agreement.

Limited fit customization.

A brand can tell you what the device does, but they rarely assess whether you actually need that device.

Best Fit for Brand Buying

• National or enterprise-level companies with internal IT teams
• Buyers who already know exactly which model they want
• Organizations that don’t need hands-on support or consultation
• Buyers who prioritize catalog access over personalized service

For more insight, see our blog on how Xerox buyers can shop through different channels.

Buying From a Print Vendor: Pros, Cons & Best Fit

Pros

Personalized consultation and right-sized recommendations

Vendors take time to understand your print volume, workflows, finishing needs, security requirements, and budget. That’s how you avoid underbuying (common with retail printers) or overbuying (common when purchasing directly from brands).

Fast local service and support

Most issues are fixed within one visit or a quick phone call. For many customers, this alone is worth choosing a vendor.

Predictable total cost of ownership

Commercial devices paired with maintenance plans dramatically reduce unpredictable repair costs and ensure supplies arrive automatically.

Leasing and MPS availability

If predictable monthly payments and ongoing optimization matter to you, vendors are the only option offering these services.

A consistent point of contact

Unlike large corporations, vendors typically have stable teams and long-tenured account managers.

Cons

Limited to one brand

For example, STPT specializes in Xerox. But if you want a brand like HP or Canon, a vendor like us would not be the right partner.

Check out our blog on the top 5 vendors in the DFW area.

Longer lead times than retail

Business-class devices take longer to ship and install.

Best Fit for Vendors

• Small to large businesses
• Schools and universities
• Law firms
• Healthcare organizations
• Companies printing more than ~500 pages a month
• Teams that want predictable cost, local support, and long-term reliability

If you’re unsure whether your business fits the vendor model, our guide Are We an Ideal Fit To Switch From a Retail Copier to a Commercial Copier? can help.

Side-by-Side Comparison

How to Decide Which Route Is Best for Your Business

A good way to evaluate your choice is to answer a few questions:

• How often do you print? - If it's occasional, retail is fine. If it’s daily or high-volume, consider a vendor.
• Do you want someone to handle setup, training, and ongoing issues? - If yes, a vendor is your best bet.
• Do you already know exactly which device you need? - If yes, the brand website could work.
• Does downtime cost your business money? - A vendor reduces downtime with faster service and proactive support.
• Do you want predictable monthly costs? - Leasing through a vendor may be the best fit.

When STPT Isn’t the Right Fit

We’re confident in what we do, but we also know that STPT isn’t for everyone.

You may not be a fit if:

• You only need a low-cost home printer
• You prefer brands other than Xerox
• You want same-day pickup
• Your team is comfortable handling repairs and troubleshooting alone
• You print extremely rarely

If that’s you, retail or brand-direct routes may serve you better.

Find the Buying Route (and Printer) That Truly Fits Your Needs

While comparing specs is a key part of buying a printer, so is choosing the ownership experience that works for your team, your goals, and your budget. Whether you buy from a retailer, the manufacturer, or a print vendor, the best decision is the one that aligns with how your business actually prints.

If you need more guidance, our Printer Buyer’s Guide is a great next step. It breaks down the pros and cons of leasing vs. buying, what to look for, how to compare models, and how to evaluate true long-term cost.

Or explore the right Xerox device using our Intelligent Product Wizard

We’re here to help whenever you’re ready.