Core activities

The world of smartphoto  

We want everyone to enjoy their family photos again.

We only deem our mission successful when you can transform your pictures into unique personal products without too much effort.
We are passionate about making this as accessible as possible for everyone. We look for better solutions every day to help you enjoy your pictures or your favourite products which you personalised with a nice text or personal quote, in different, fun ways. 

In other words, we help socially active young mums and families make high-quality, affordable, personalised products using smart and simple apps and websites. 

We are passionate about your pictures! 

Day after day, we try to find smart ways to help you get the most out of those special  moments in life.

Our products therefore have to be affordable, of high-quality, and, above all, offer solutions for your everyday problems. That’s why we developed the Family Planner, which shows all members of your family at a glance who needs to be where. As of May 2020, we offer personalised reusable face masks. Via the smartphoto creator you can add your own design or a fun children’s drawing.

We also make it simple for everyone to enjoy their pictures by making sure that designing your product is as easy as possible, both on our website and in our apps. There are countless possibilities and you can be sure that the final result will be amazing! We pay a lot of attention to the speed of our websites, for example, accessibility from all kinds of devices (smartphone, tablet, PC) and we continuously expand our styles and models, so you are sure to find something you like. A great example are our popular smartphone covers. They are really something to show off with!

We are not satisfied until we have put a smile on your face as you rediscover your photos on all kinds of photo products.

We therefore believe that our products should not only be fun to make (no menus, software to be installed or difficult choices), they should also be fun to receive and share (our ‘Gifts’ category is the most extensive you will find).

The lockdown period is not easy for anyone, but with photos we have clearly found a way to get through this time together. You can use your photos to creatively connect with your loved ones or just make the best of it together.

We have certainly not forgotten our four-legged friends in these times, with nice products to give them not only a place in your heart, but also a beautiful place in your interior.

Inspiring is very important to us, because we know how busy you are and how little time you can or want to spend making products.

Therefore our motto is ‘’!

Oops, made a typo?

We offer free reprints. That is how far we go!

We want to keep our customers happy, so even if you made a typo, you can make your product again for free, thanks to our smart guarantee!

Because your product should look exactly the way you imagined it. It’s that simple! This smart guarantee came in handy over the past year for many families whose children’s communion or spring celebrations could not take place on the scheduled date. Smartphoto offers the guarantee that the invitations to the party only have to be paid once. Has the date of your party changed after all? Then you can always order new cards for free.

Do you have questions, suggestions or complaints about your smartphoto product or our website?

Our team is ready to help you on ‘’.





Fast delivery

We also guarantee the fastest delivery: your pictures are sent to our printers as soon as you place your order. Thanks to our central location in Belgium, we are able to deliver your parcel very quickly, so it reaches you in no time. And there you go, enjoy!

Each product is unique and produced within an average of 48 hours. For example, we ship more than 2 million parcels a year with up to 40,000 items on peak days in the end-of-year period! We deliver lightning fast throughout Europe, within a few days of production.

In 2020, we introduced the option of super fast delivery for a large number of products, “Ordered today, delivered tomorrow”, both in Belgium and in the Netherlands. A real feat if you know that we have to make each product individually for our customers. This will be further expanded in 2021, both in terms of countries and number of products. 

A real e-commerce company 

Smartphoto is an innovative e-commerce company.

We feature in the top 10 e-commerce companies in Belgium (across all sectors) and received the BeCommerce Award in our category 4 times in a row. We are also in the top 5 photo e-commerce websites in Europe with over 1 million unique visitors per month, sometimes peaking at 2 million.

Our local teams in Hengelo, Muttenz and Malmö provide customer service and marketing assistance, so we can be closer to our customers.

Customers are ordering more and more using their mobile devices. In some countries, mobile purchases, in the meantime, account for over half of all orders. This is only possible because of our strong focus on mobile, both in terms of websites and product development. In 2020, we took this even further with the launch of a ‘mobile first’ editor for gifts and a further improvement of the entire flow on our websites.

In a few years’ time we evolved from prints to a full e-commerce website with currently over 500 different products available on our website, which is fully hosted on the Google Cloud platform, which increases our scalability. This enables us to handle the many peaks throughout the year even more easily and further increases our data security level.

The three pillars on which we further develop our future are therefore: increasingly mobile, even more personalised and even faster delivery. In 2021 we will continue to further ensure that all this runs as optimally and cost-efficiently as possible.

Of course, we cannot achieve all of this without the efforts of our employees. At smartphoto we therefore want everyone to be able to work in the best conditions. To listen to how our employees feel within our company and within their team, we launched an employee survey that was conducted in collaboration with Vlerick Business School and the Great Place To Work® Institute Belgium. Smartphoto group participated for the first time and was immediately awarded the ‘Great Place To Work®’ certificate
in recognition of our people-oriented organisational culture and employee satisfaction. We are therefore very proud to be confirmed by our own employees as a great employer upon this first participation.

After several months of relocation and extensive testing, our additional production building has also been fully operational since the third quarter of 2020. Only a few kilometers further than the current factory in Wetteren, we now also have a brand new factory! An ever-increasing demand for personalised products, combined with a strongly increasing range, prompted us to look for a new, additional location. This will give us literally and figuratively more space for our current and future growth. Not only can we better position everything in both buildings, we can now also easily place new machines on the production floor, which gives us even more opportunities to launch new products.

More focus on the customer and a more human smartphoto in this digital world 
We are an emotional company. We ‘work’ with photo products and we are passionate about it. We believe in the power of dialogue with you, our customers, and we want to meet your needs more and more.

Our customer service representatives therefore reply to your emails in person and sign with their own name. Because they want you to know that we will do anything in our power to help. We don’t employ robots or machines, but real people!

And every now and then, we send our customers some flowers or a nice card, just because we can and because we love having them as customers. Of course, we continuously measure what our customers really want, because we want to know what we can do to make our service even better. We implemented our NPS (Net Promoter Score), for example, and we carefully read all your feedback, so we can do something about it. This is the real power of improvement!

We also keep getting better at expanding our customer base and an increasing number of customers come back to us after their first order.