The eponymous platform, which is launching simultaneously in the UK and US, has no set-up or ongoing costs, however, printers will be charged 10% commission on all orders received via Earthtone.

Co-founder and chief operating officer David Reid said: "Up to now, printers have been asked to make a significant upfront investment for an online storefront that new customers can't easily find and which existing customers don't like and don't use."

Printers who sign up before September, when the system will be "launched" to print buyers, will receive a discount of between 10% and 30% on the commission charge.

Earthtone said that its location mapping, which identifies local print providers, and value-added features, including online payment, support for more than 100 file formats and fully integrated shipping, would reduce transaction costs.

Earthtone declined to name any of its print providers, although Reid said that the company had secured a partnership with "a leading US franchisor" and was in the process of signing up their franchisees to the network.

"In the UK we have secured a partnership with a large commercial printer and a number of quick printers. Since launch, we've been contacted by quick printers directly, and have also begun a telemarketing campaign," he added.

For more information see www.earthtone.net.

Earthtone
Print providers launch 15 July
Print buyers launch September
Commission charge 10%
Commission charge discounts
First 100 printers 7%
Next 200 printers 8%
Printers who sign up before September 9%