Ingram: “Forecasting demand has become more challenging for retailers”
In the lead-up to the 2026 Australian Book Industry Awards (ABIAs), Books+Publishing is inviting the event’s major sponsors to share little-known facts about their organisations, their top tips for booksellers and publishers, and their thoughts on the state of our industry. This week, Brian MacDonald, senior manager for sales and business development at Ingram Content Group, writes on the future of book production in Australia.
This segment is supported by the event sponsors.
Ingram Content Group – a global book industry services company – has supplied Australian booksellers for decades. As the market evolves, publishers and retailers are increasingly sourcing books locally. Ingram’s centre in Melbourne plays a central role in this shift, providing a reliable, efficient way to produce and fulfil titles across Australia. Combined with Ingram’s broader supply chain solutions and global distribution network, these services give Australia-based publishers flexible options for making their books available both locally and to new markets.
The evolving Australian book trade
Booksellers in Australia now have greater access to locally supplied books than ever before, and this increased availability is influencing how they source titles. Ingram has seen a steady shift toward local supply, supported by its Melbourne print-on-demand (POD) facility, which enables fast production and delivery to stores and directly to consumers. POD strengthens local availability but also provides publishers with a straightforward path to global distribution through Ingram’s vast network.
Most Australian booksellers now order locally through Ingram’s wholesale channel, contributing to the company’s sustained growth in the region. Local POD is complemented by Ingram’s established export supply from the UK and US, ensuring that Australian retailers can access the broadest range of titles regardless of where they originate. This includes books distributed by Ingram Publisher Services (IPS), which are available in Australia through NewSouth Books.
Together, these channels – local POD, local wholesale and global export – provide a comprehensive supply model to support booksellers, publishers and authors across the Australian market.
Opportunities for publishers
Publishers are adding books to the local Ingram Australia catalogue using POD to expand availability, reduce shipping times and costs, and better align supply with local demand.
Lower barriers have also supported the growth of independent publishers and authors, who can now reach global audiences without traditional distribution costs. This growth brings greater diversity to the market – particularly in romance subgenres – fueling the rise of specialist booksellers across Australia who rely on Ingram’s extensive publisher network to serve niche audiences.
Larger publishers are also shifting their strategies, using Ingram’s local reach to reduce importing costs. Instead, they are making books available in Australian dollars and supplying them on demand through Ingram’s services.
“Over the past few years, both established local Australian publishers and those who have traditionally exported into the Australian market are placing more books on demand, using Ingram’s local print-on-demand services to fulfil demand. As more publishers calculate the total landed costs associated with supplying booksellers in the region, local on-demand solutions are most cost-effective.”
Brian MacDonald – Senior sales and business development manager
“The growth in author-driven publishing in Australia has been exceptional, with authors increasingly choosing IngramSpark. It gives them a level of autonomy that has driven demand in often underserved genres, with Australian authors able to create content reflecting the cultural specifics many Australian readers are actively seeking out.”
Chris Munnery – Senior key account sales manager
Making sure books are sold everywhere
As the number of available titles continues to expand, forecasting demand has become more challenging for retailers. Many booksellers have adopted Ingram’s direct-to-reader fulfilment model, which allows them to offer a wide range of titles online while Ingram manages distribution, resulting in seamless sales.
“One main advantage of Ingram’s direct-to-reader fulfilment model is that it gives booksellers the same breadth of choice that readers expect from large online multinational booksellers. Now local booksellers can offer their customers millions of books, fulfilled by Ingram, without the risk associated with having to anticipate demand.”
Tessa Spring – Senior national account sales manager
How Ingram can help you
Whether you are an aspiring author, a bookseller or an established publisher, Ingram has a service to help you sell more books, lower your cost of doing business and reach more readers faster.
Our Australian business leaders
- Brian MacDonald – Serving publishers: brian.macdonald@ingramcontent.com
- Tessa Spring – Supporting booksellers: tessa.spring@ingramcontent.com
- Chris Munnery – Helping authors succeed with global distribution: chris.munnery@ingramcontent.com
The Australian Book Industry Awards are presented for achievements in bringing Australian books to readers.
Books+Publishing is the Australian book industry’s number-one source for news, opinions, pre-publication reviews, jobs, and advertisements.
Category: ABIA sponsor spotlight
