Buying guide

Tote bag vs shopper

In everyday speech they mean the same thing: a fabric bag with two handles. In the bag trade, a shopper is usually a flat bag with no gusset, around 38 x 42cm and 10 litres, while a tote has a gusset that gives it a base and depth, so it opens up and holds more. Shoppers suit giveaways and events; totes suit retail, merch and heavier loads.

5 min read · Updated 24 September 2026

Flat cotton shopper beside a gusseted canvas tote standing open on a shop counter

What the words mean

"Tote" is a centuries-old word meaning to carry, so a tote bag is simply a bag for carrying things. Most people use it for any cloth bag with two handles, and so do plenty of shops. "Shopper" is short for shopping bag, and gets used just as loosely.

Bag makers are more precise, and so is our range:

  • A shopper is two flat panels of fabric sewn together at the sides and bottom. It lies completely flat, like an envelope with handles. The classic size is 38 x 42cm, which holds about 10 litres.
  • A tote has a gusset: extra fabric at the base, and often the sides, that gives the bag depth. It opens into a box shape, holds 18 to 21 litres in our range, and usually stands up on its own.

Fabric names like cotton, canvas and jute sit alongside both. You can have a canvas shopper or a cotton tote. Our cotton, jute and canvas guide covers the fabrics.

Shopper and tote side by side

ShopperTote
ShapeFlat, with no gussetGusset at the base, and often the sides
Typical size38 x 42cm35 to 60cm wide, with 5 to 20cm of depth
CapacityAbout 10 litres15 to 33 litres
Fabric weight in our range140 to 340gsm200 to 407gsm
Stands up on its ownNoUsually
Packs flatYes, folds very smallFlat, but bulkier
PrintOn the flat front, and the back if you likeOn the front face, and the back if you like
PriceOur lowest prices per bagCosts more per bag, for more fabric
Best forGiveaways, events, conference packs, light shoppingRetail, merch, groceries, books and heavier loads

Sizes, capacities and weights are for the bags we print. See all our bags.

Compare a shopper and a tote

The same heavy recycled canvas as a flat shopper and as a gusseted tote, next to our light cotton shopper with long handles. Swap in any bag to compare.

DetailCotton Tote Bag Long HandlePremium Recycled Cotton Tote BagRecycled Canvas Tote Bag
Printed from£1.42 +VAT£1.64 +VAT£1.76 +VAT
Sample£0.77£0.95£1.05
Size38 × 42 cm38 × 42 cm38 × 42 × 10 cm
Fabric weight140 gsm280 gsm280 gsm
MaterialCottonCotton CanvasCotton Canvas
Capacity10 litres10 litres
Colours4826
ExpressStandard onlyYesYes

Which one should you choose?

Choose a shopper when

  • You're giving bags away. Shoppers cost less per bag, so your budget goes further at a conference, fair or freshers' event.
  • They need to pack flat. A flat shopper folds small for posting, for delegate packs and for handbags.
  • The load is light. Brochures, an A4 folder, a lunch or a few bits of shopping sit easily in 10 litres.
  • You want the biggest flat print surface for the money.

Our Cotton Tote Bag Long Handle comes in 48 colours, and the Recycled Cotton Tote Bag is our lowest-price full-size bag. Despite their names, both are flat shoppers. For something sturdier, the Premium Recycled Cotton Tote Bag is heavy 280gsm canvas in the same flat shape.

Choose a tote when

  • People will carry real weight. Groceries, books, bottles and boxes sit better on a flat base than squeezed into a flat bag.
  • You're selling it. A gusseted tote in heavy canvas looks and feels like something worth paying for. See our merch tote bags.
  • It needs to stand up. On a shop counter or in a car boot, a tote stays open while you fill it.
  • It's a gift. Hampers, welcome packs and wine travel better in a bag with depth. See our welcome pack bags.

Our Recycled Canvas Tote Bag is a good all-rounder, and the Premium Recycled Canvas Stand Up Tote is one of our roomiest, with a coated fabric that stands up by itself and three sizes to choose from. For big bags generally, see our large tote bags.

What about a sling?

A sling bag has one extra-long strap instead of two handles, worn across the body or over one shoulder. Our Cotton Sling Tote Bag is a flat 34 x 40cm bag in that style.

Our shoppers

Flat bags with no gusset, from light cotton to heavy recycled canvas.

  • Recycled Cotton Tote Bag lifestyle

    Recycled Cotton Tote Bag

    Printed from £1.22 +VAT

    Sample £0.60 +VAT

    Available colours

    Black
    Natural
    Orange
    Purple
    White
    Navy
    plus 6 more colours
  • Cotton Tote Bag Long Handle lifestyle

    Cotton Tote Bag Long Handle

    Printed from £1.42 +VAT

    Sample £0.77 +VAT

    Available colours

    Black
    Bottle Green
    Burgundy
    Cornflower Blue
    Cranberry
    Kelly Green
    plus 42 more colours
  • Cotton Tote Bag Short Handle lifestyle

    Cotton Tote Bag Short Handle

    Printed from £1.38 +VAT

    Sample £0.73 +VAT

    Available colours

    Black
    Natural
    White
    French Navy
    Graphite Grey
  • Cotton Tote Bag Contrast Handle lifestyle

    Cotton Tote Bag Contrast Handle

    Printed from £1.54 +VAT

    Sample £0.87 +VAT

    Available colours

    Natural-Black
    Natural-Fuchsia
    Natural-Lime Green
    Natural-French Navy
    Natural-Classic Red
  • Recycled Cotton Marl Tote Bag lifestyle

    Recycled Cotton Marl Tote Bag

    Printed from £1.28 +VAT

    Sample £1.50 +VAT

    Available colours

    Natural
    Green Marl
    Orange Marl
    Royal Marl
    Red Marl
    Sky Blue Marl
    plus 2 more colours
  • Cotton Sling Tote Bag lifestyle

    Cotton Sling Tote Bag

    Printed from £1.42 +VAT

    Sample £0.77 +VAT

    Available colours

    Black
    Natural
    White
  • Mini Cotton Tote Bag lifestyle

    Mini Cotton Tote Bag

    Printed from £1.20 +VAT

    Sample £0.58 +VAT

    Available colours

    Black
    Natural
    Orange
    White
    French Navy
  • Premium Recycled Cotton Tote Bag lifestyle

    Premium Recycled Cotton Tote Bag

    Printed from £1.64 +VAT

    Sample £0.95 +VAT

    Available colours

    Black
    Natural

Our totes

Gusseted bags with a base and depth, for heavier loads and retail.

  • Conference delegate receiving a flat printed shopper with an A4 programme inside
  • Large gusseted canvas tote full of groceries in a car boot
  • Woman wearing a black printed sling bag across her body at a food market

Questions people ask

What is the difference between a tote bag and a shopper?

In everyday use, nothing: both are fabric bags with two handles. In the trade, a shopper is flat with no gusset, and a tote has a gusset that gives it a base and depth, so it holds more and usually stands up.

What is a gusset on a tote bag?

A gusset is extra fabric at the base, and sometimes the sides, that lets a bag open into a box shape. A bottom gusset gives it a flat base; side gussets let it widen too.

Which holds more, a tote or a shopper?

A tote. Our flat shoppers hold about 10 litres, and our gusseted totes 15 to 33 litres.

Which is better for a conference?

Usually a shopper. It holds A4 brochures, packs flat for delegate packs and costs less per bag. Choose a tote if delegates will carry laptops or heavier kit. See our conference bags.

Is a canvas bag the same as a tote bag?

Not quite. Canvas is a fabric: heavy, tightly woven cotton. A tote is a style. Canvas is used for both shoppers and totes. Cotton, jute and canvas compared.

Why is it called a tote bag?

"Tote" is a centuries-old word meaning to carry, so a tote bag is a bag for carrying things.

Still deciding?

Answer a few questions and we'll suggest the right bag, or put any three bags side by side.