What Makes Good E-commerce Packaging?

What Makes Good E-commerce Packaging?

As we hit the peak season for online retailers, we’re exploring the latest insight on e-commerce packaging. Now, when you want to know what makes good e-commerce packaging, you have to ask the customers. So, what’s important to them?

Key Overview of E-commerce Packaging

The latest Macfarlane Packaging Unboxing Survey* has been published. It reveals a slight decline in the volume of online purchases, however, some positive steps in packaging design. Additionally, it indicates that cost considerations are a priority for both online retailers and consumers. So, there needs to be clear value in every purchasing decision.

Cardboard boxes remain the most widely used packaging material for deliveries. It’s a lightweight, protective and low-cost option, which is easy to stack in warehouses, delivery vans and store rooms. Equally, cardboard boxes are straightforward to print; a point we’ll cover later in the article.

The Good News About E-commerce Packaging

The survey reveals several positive steps in e-commerce packaging. Firstly, 79% of respondents were happy with their unboxing experience. This was informed by 95% stating that the packaging was easy to open. Tear strips on cardboard boxes are one option to simplify unboxing. Secondly, 97% were pleased because purchases were undamaged. As all these figures are up on previous findings, they suggest better decisions are being made about packaging design.

The Problem with E-commerce Packaging

When respondents were asked about packaging problems, the use of plastic was raised. Some companies are using plastic mailbags as a way to cut packaging costs. This is understandable, however, it’s not a popular decision with consumers who are increasingly conscious of the environmental impact. With 76% stating that sustainable packaging was important, using plastic mailbags could reduce repeat purchases.

The other issue is using inappropriate box sizes for the product. Now, this has been a long-standing problem and consumers have openly named and shamed brands on social sites. As a result, it is occurring less frequently.

Printed E-commerce Packaging

One way to minimise costs is to stick to plain, off-the-shelf packaging. However, it is important to consider whether this is a good decision. That’s because branded boxes help to create a connection between retailer and customer. They can elevate the unboxing experience and heighten the perception of the product.

The survey revealed that 58% of deliveries now arrive in branded boxes. Additionally, it states that 56% of buyers are influenced to make a repeat purchase due to the printed packaging. So, are over 40% of online retailers missing out on a valuable marketing opportunity?

We can tell you that some finishes, such as flexographic print add minimal extra cost to the unit price of cardboard boxes. As such, it can be far cheaper than many other marketing activities. Therefore, if you currently use plain boxes, get in touch – 01296 436888 or enquiries@abcbox.co.uk. Will give you our advice on affordable printed packaging options.

Other points raised about printing were, that 56% of packaging lacked clear recycling information.  Equally, only a small percentage had high-contrast print, braille or codes that ensure that information on packaging is inclusive to all customers. A great example is the Navilens QR code. Could these points influence your next steps in packaging design development?

Does E-commerce Packaging Influence Consumer Choice?

This 2024 packaging survey shows that customers do notice the packaging that their online orders are delivered in. It also reveals that improvements in packaging design increase satisfaction with opening, damage limitation and sustainability. These, along with print design and recycling information, do make an impression and can influence consumer choice.

*https://macfarlanepackaging.com/blog/unpacking-the-results-from-our-2024-unboxing-survey/