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

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
| Shopper | Tote | |
|---|---|---|
| Shape | Flat, with no gusset | Gusset at the base, and often the sides |
| Typical size | 38 x 42cm | 35 to 60cm wide, with 5 to 20cm of depth |
| Capacity | About 10 litres | 15 to 33 litres |
| Fabric weight in our range | 140 to 340gsm | 200 to 407gsm |
| Stands up on its own | No | Usually |
| Packs flat | Yes, folds very small | Flat, but bulkier |
| On the flat front, and the back if you like | On the front face, and the back if you like | |
| Price | Our lowest prices per bag | Costs more per bag, for more fabric |
| Best for | Giveaways, events, conference packs, light shopping | Retail, 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.
| Detail | Cotton Tote Bag Long Handle | Premium Recycled Cotton Tote Bag | Recycled Canvas Tote Bag |
|---|---|---|---|
| Printed from | £1.42 +VAT | £1.64 +VAT | £1.76 +VAT |
| Sample | £0.77 | £0.95 | £1.05 |
| Size | 38 × 42 cm | 38 × 42 cm | 38 × 42 × 10 cm |
| Fabric weight | 140 gsm | 280 gsm | 280 gsm |
| Material | Cotton | Cotton Canvas | Cotton Canvas |
| Capacity | 10 litres | 10 litres | – |
| Colours | 48 | 2 | 6 |
| Express | Standard only | Yes | Yes |
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
Printed from £1.22 +VAT
Sample £0.60 +VAT
Available colours
BlackNaturalOrangePurpleWhiteNavyplus 6 more colours
Cotton Tote Bag Long Handle
Printed from £1.42 +VAT
Sample £0.77 +VAT
Available colours
BlackBottle GreenBurgundyCornflower BlueCranberryKelly Greenplus 42 more colours
Cotton Tote Bag Short Handle
Printed from £1.38 +VAT
Sample £0.73 +VAT
Available colours
BlackNaturalWhiteFrench NavyGraphite Grey
Cotton Tote Bag Contrast Handle
Printed from £1.54 +VAT
Sample £0.87 +VAT
Available colours
Natural-BlackNatural-FuchsiaNatural-Lime GreenNatural-French NavyNatural-Classic Red
Recycled Cotton Marl Tote Bag
Printed from £1.28 +VAT
Sample £1.50 +VAT
Available colours
NaturalGreen MarlOrange MarlRoyal MarlRed MarlSky Blue Marlplus 2 more colours
Mini Cotton Tote Bag
Printed from £1.20 +VAT
Sample £0.58 +VAT
Available colours
BlackNaturalOrangeWhiteFrench Navy
Premium Recycled Cotton Tote Bag
Printed from £1.64 +VAT
Sample £0.95 +VAT
Available colours
BlackNatural
Our totes
Gusseted bags with a base and depth, for heavier loads and retail.

Recycled Canvas Tote Bag
Printed from £1.76 +VAT
Sample £1.05 +VAT
Available colours
BlackFrench Dark NavyNaturalWhiteSandRose
Premium Recycled Canvas Tote Bag
Printed from £2.12 +VAT
Sample £1.35 +VAT
Available colours
BlackBottle GreenFrench Dark NavyNaturalOxford NavyOrangeplus 10 more colours
Premium Recycled Canvas Stand Up Tote
Printed from £1.93 +VAT
Sample £2.19 +VAT
Available colours
BlackNatural
Premium Cotton Maxi Tote Bag
Printed from £2.08 +VAT
Sample £1.32 +VAT
Available colours
BlackNaturalWhiteFrench NavyGraphite Grey
Premium Organic Cotton Wave Tote Bag
Printed from £3.37 +VAT
Sample £2.39 +VAT
Available colours
Natural-BlackNatural-Blue GreyNatural-CaramelNatural-Dusty GreenNatural-Peach
Premium Recycled Contrast Strap Tote Bag
Printed from £5.72 +VAT
Sample £5.80 +VAT
Available colours
Natural-BlackNatural-French Navy
Premium Organic Canvas Zip Tote Bag
Printed from £6.08 +VAT
Sample £6.10 +VAT
Available colours
BlackNatural
Premium Organic Canvas Contrast Panel Tote Bag
Printed from £7.46 +VAT
Sample £5.80 +VAT
Available colours
Black-NaturalDark Marine-NaturalOxblood-NaturalPumpkin-NaturalRose-NaturalSage Green-Natural
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.










