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Both offer print-on-demand for self-published authors, but with very different models. Here's an honest breakdown of how they compare.
| Feature | Books.by | Lulu |
|---|---|---|
| Platform Type | Direct-to-reader storefront | Print-on-demand + marketplace + distribution |
| Cost | $99/yr flat | Free (Lulu takes a revenue share) |
| Royalties | 100% | 50–90% (varies by channel) |
| Payout Speed | Daily | Monthly |
| Customer Data | ✓ Full details | ✗ Limited / marketplace anonymous |
| Custom Storefront | ✓ Your brand, your URL | ✗ Lulu marketplace listing |
| Print-on-Demand | ✓ Built in | ✓ Built in |
| Free ISBNs | ✓ No restrictions | ✗ BYO required |
| Cover Builder | ✓ | ✓ |
| Global Printing | ✓ USA, UK, EU, AU | ✓ USA, EU |
| Distribution to Retailers | ✗ Direct sales only | ✓ Amazon, B&N, libraries |
| Lulu Direct (Shopify App) | N/A | ✓ For Shopify stores |
| Real-Time Sales Alerts | ✓ | ✗ |
| Transaction Fees | None | None (built into revenue share) |
| Money-Back Guarantee | ✓ 100 days | N/A (free) |
Lulu was a pioneer. They launched in 2002, years before most self-publishing platforms existed. Here's where they still shine:
Free to use. No upfront costs. Upload your book, list it, and start selling. The zero-cost entry is genuinely attractive for authors just getting started.
Distribution options. Lulu can distribute your book to Amazon, Barnes & Noble, and other retailers. It's not as extensive as IngramSpark, but it's built in and free.
Lulu Direct. Their Shopify integration lets you add Lulu's print-on-demand to an existing Shopify store. If you already have a Shopify business, this is a clean solution.
Flexible formats. Lulu supports a wide range of book sizes, binding types, and formats — including hardcovers, photo books, and comic books.
Personal use printing. Need 50 copies for a family reunion or conference? Lulu's bulk printing at cost is handy for personal projects.
Lulu's free model means they make money differently — by taking a cut of each sale. Here's how that plays out:
Variable royalties. Lulu's royalty rates range from 50–90% depending on the sales channel. Marketplace sales and distribution to retailers both take significant cuts. You don't always know upfront exactly what you'll earn.
No custom storefront. Your book lives on Lulu's marketplace alongside thousands of others. There's no branded "your-name.com" bookstore with your design and your brand.
Limited customer data. Marketplace sales don't give you buyer information. Distribution sales are even more opaque. You can't build a mailing list from Lulu sales.
Monthly payouts. Lulu pays monthly, not daily. Better than IngramSpark's 90 days, but still money sitting in someone else's account.
Limited organic traffic. Lulu's marketplace doesn't have the built-in traffic of Amazon. A free listing with no traffic doesn't generate many sales.
Lulu was a pioneer. But the platform hasn't meaningfully evolved since 2018. The Lulu Direct Shopify integration is useful, but it requires you to already have a Shopify store — which means paying $39+/month on top of Lulu's revenue share. Based on 12,000+ books published through Books.by, we've found that authors who switch from Lulu to direct sales keep significantly more per paperback sale — $9.60 vs $2.80 on the same $19.99 book.
From Ash Davies, Founder: "I respect what Lulu built. They made self-publishing accessible before anyone else. But the market has moved on, and authors today need more than a marketplace listing — they need their own storefront, their own customer data, and their own brand." — Ash Davies, Books.by
Same book (200 pages, B&W, 6"×9"). Very different outcomes.
5.4× more per sale
$9.60 vs $2.80 — on 100 sales that's $680 extra in your pocket.
Use Lulu when: You want a free marketplace listing alongside Amazon, need bulk printing for personal use, or want Lulu Direct for an existing Shopify store.
Use Books.by when: You want to maximize revenue from your own traffic, build direct reader relationships with full customer data, and get paid daily. If you're actively marketing your book (social media, email, speaking, podcasts), Books.by is where that traffic should go.
"But Lulu is free — why pay $99?" Because "free" is expensive. Lulu funds itself by taking a revenue share on every sale you make, forever. On a $19.99 book, that's $17.19 going to Lulu and only $2.80 to you. Books.by charges a flat $99/yr and takes zero commission — you keep $9.60 per book. At that rate, Books.by pays for itself after just 15 sales. Every sale after that, you're keeping $6.80 more than you would on Lulu.
Many authors list on Lulu's marketplace (it's free, why not?) while using Books.by as their primary sales channel for all personal traffic. The free listing catches the occasional Lulu browser, while Books.by captures the real revenue from your marketing efforts. See Books.by pricing or compare with Shopify.
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