E-commerce Packaging – What You Need to Know

Worldwide and in the United States, e-commerce has outpaced brick-and-mortar shopping, and this trend will likely continue. Retailers who expect to survive will be those who actively grow their online customer base. Today’s consumers are tech-savvy, both bargain and quality shoppers in equal measure, and expect a great shopping experience whether browsing in a store or online. If you don’t have an online / mobile presence yet, you need to get there. If you’re a retailer with a brand new or established online presence, one of the important ways you can effectively compete is to make sure your e-commerce packaging sends a consistent brand message.

Here are five ways retailers can effectively focus on quality packaging for e-commerce shoppers:

1. Brand messaging includes the package. Online shoppers won’t see your store displays or respond to gracious associates, but they will make quick judgments about your product and brand quality based on packaging. And since about a third of consumers say they’re more likely to recommend an e-commerce product based solely on brand packaging, this is a big deal. Make sure your box, bag, labels and/or ribbon communicate a similar message that a shopper would experience in your store, after all, in-store shoppers should not be treated differently than online shoppers!
2. Bare minimum packaging may be costing you money. Some e-commerce sellers are tempted to ship with economy packaging whenever possible, claiming they don’t want to raise prices to cover more premium packaging products. This is a mistake, as ‘cheap’ packaging sends the wrong message – you’ll ultimately have fewer sales, reduced reviews and recommendations, and more returns. Also, cheap packaging might actually end up increasing the cost of shipping if items get damaged due to poor quality, “cheap” packaging. Most retailers are surprised at just how affordable premium packaging is, and at how much it increases revenue.
3. Make friends with your shippers. Packaging is more than a brand-consistent quality box holding your product and must include more intention than simply finding the least expensive way to ship a particular item. Your product in a distinctive package, then packed carefully for shipping, sends a message to the end-user that you ultimately care about their entire buying experience. It’s also an economic issue as poor packing for shipping results in more damaged products and that impacts your bottom line.
4. Your packaging needs to create a quality sensory experience. Whether you’re a veteran of online sales or just beginning to expand into the e-commerce arena, you’ll have shoppers spreading the word about you all over social media if your packaging creates a spectacular experience. Personalized thank you cards, crinkly paper wrapping, brand stickers and distinctive containers – give your buyer something to remember just by having your brand show up on their doorstep.
5. Take the long view. A recent study determined that more than half of shoppers would become repeat customers based solely on a positive “un-boxing” experience. Repeat customers mean growing brand loyalty and increased revenue, which is always a good thing.

As the number of online shoppers increases exponentially, quality packaging will help you stand out from the crowd of deliveries even before your customer opens the box. Contact us today and let us help you find the best packaging solutions to help grow your e-commerce brand.