Your Guide to eCommerce Packaging

When you’re running an ecommerce business, every little decision counts. Every choice is important and contributes to the overall image of your brand. The same is true for the packaging you use for shipping your products.

When a customer orders from your store for the first time, you have the chance to impress them and turn one single order into a long-term, repeat customer. How? By leaving a good first impression. Choosing the right packaging will help with that. That is why we want to tell you about the importance of eCommerce packaging and how you can use it to your advantage. Keep reading to learn how to win over your customers by making the right packaging choices.

What Is eCommerce Packaging?

Ecommerce packaging is the materials used for packaging and shipping products sold online. It includes everything from the box or mailer used to contain the product to the filler material used for protection during shipping.

The purpose of ecommerce packaging is not only to prevent damages during shipping but also to create a memorable unboxing experience for the customer. Effective ecommerce packaging can set your brand apart from competitors, increase customer satisfaction, and build brand loyalty. Hence, it is an important aspect of your customer service and marketing strategy.

Importance of Packaging for eCommerce Businesses

The importance of ecommerce packaging cannot be overstated. Poor packaging often results in damaged products, returns, and negative customer feedback, harming your business's reputation and bottom line. Therefore, by investing more effort and resources in creating the ideal packaging for your products, you can reap many benefits.

Here are the main advantages of effective packaging solutions that will help your business thrive.

• Protects products during shipping
• Enhances the customer experience and satisfaction
• Reinforces your brand identity and values
• Sets you apart from competitors and increases brand recognition
• Acts as a cost-effective marketing opportunity that generates word-of-mouth referrals
• Reduces returns and associated costs

Understanding Your Audience and Brand

One of the first steps in creating your packaging strategy is determining your goals, customers and values. We will explain the main steps in understanding how to go forward with your strategy.

Identify Your Target Audience

Defining your target audience is crucial when creating effective packaging. Understanding who your customers are, their preferences, and their values can help you come up with the appropriate design and messaging and choose the right packing materials.

For example, if your target audience is environmentally conscious, using eco-friendly packaging materials and highlighting your sustainable practices show that you align with their values and priorities. Another example of catering to your audience’s preferences is offering free shipping as an ecommerce business.

Define Your Brand Image and Voice

Which values and causes are important to you as a business owner? What does your company stand for? These are some of the questions to ask yourself when coming up with your brand image and personality. Think about how you want to present your business to your audience, what you want to highlight, and where your priorities lie.

Once you know what your principles are, it is time to decide how you want to communicate them to your customers. This means determining your brand voice. Remember that your brand voice transcends your store and online presence – it can also play a part in your packaging.

Use Packaging to Reflect Brand Personality

When you have a deep understanding of your brand values and personality, you can use packaging as a tool to convey your message to customers.

For example, as a luxury brand, you can use high-quality materials and elegant designs to communicate exclusivity and sophistication. If your brand is serious and professional, minimalist designs and straightforward messaging is usually the appropriate choice.

Choosing the Right Type of Packaging Materials

For a positive customer experience and guaranteed safety during transport, you need to choose your packaging materials carefully. Before you can make the final decision, there are several factors to consider – that will help you make the best choice for your business.

• Product size, shape, and weight
• Product fragility and sensitivity
• Packaging costs
• Environmental impact
• Branding opportunities

Different Types of Packaging Materials

You can choose between various types of ecommerce packaging solutions, depending on the factors we mentioned above. These are some of the popular choices among ecommerce business owners.

• Boxes are the most versatile and offer excellent protection for larger and heavier products. If sustainability and being eco-friendly are important to your business, you can even use corrugated cardboard boxes. Additional options are double-wall boxes for delicate items and overboxes for added security. Boxes will be a good choice when shipping things like clothing, electronics, home goods, cosmetics, food items, etc.
• Mailers are a lightweight and cost-effective solution, but may not be suitable for fragile or heavy items. This could be a good solution if you are shipping books, small electronics, jewelry, or documents.
• Bags are ideal for soft goods and can offer a more eco-friendly option, but they might not provide enough protection for delicate items. They are a good solution for items such as clothing, small toys, snacks, crafts, and pet treats.
• Envelopes are great for flat and lightweight products and can be a cost-effective and eco-friendly option, but they might not be suitable for larger or heavier items. They are recommended when shipping documents, photographs, flat items like stickers and decals, small cards, and stationery.

What Tape to Use?

When it comes to securing your packages and ensuring they can withstand the weight of your shipment, it is critical to choose the right tape. The two most popular options are acrylic tape and water-activated tape.

1. Clear acrylic tape – a pressure-sensitive adhesive tape often used for sealing corrugated boxes. It has good adhesion and can withstand a range of temperatures. It is a good option for packages up to 15 pounds
2. Water-activated tape (kraft paper tape) – requires water to activate the adhesive. It is often used for sealing corrugated boxes, and it is a more secure option, good for packages over 25 pounds.

Use the Right Infill

For maximum protection during shipping, it is recommended to fill out the empty space with certain infill materials. They keep your product from moving around and protect it from any damage. There is a variety of available materials to choose from:

• Bubble pack – a thin, flexible plastic material with air-filled bubbles, providing cushioning and shock absorption. It is commonly used for packing fragile products.
• Air pillows – small plastic pouches filled with air that provide cushioning and support for the contents of a package.
• Packing peanuts – small, foam-based pellets that cushion and protect the products. Like bubble pack, they are often used when shipping fragile items.
• Kraft paper – a durable, eco-friendly material made from recycled paper. It usually serves as an alternative to bubble pack and packing peanuts.
• Foam wrap – a flexible, lightweight material that protects fragile items from damage during transportation.
• Shredded cardboard – a sustainable, lightweight material, often used as an alternative to packing peanuts and can be recycled after use.

The Power of Branded eCommerce Packaging

Your ecommerce packaging can be a great marketing opportunity for your business. You can use it to communicate with your customers and even personalize it to represent your brand.

Designing the packaging will require some creativity, and there are plenty of available solutions:

• Customize the shape, size, material, and labels of the package
• Add personalized notes or thank-you cards
• Use branded boxes and bags featuring your logo or unique artwork
• Incorporate other print materials, such as tissue paper or stickers to make the branding stand out even more.

Designing custom packaging helps create a unique unpacking experience, thereby building loyalty and customer satisfaction. This way, you will also improve brand recognition and build a stronger connection with your customers. With a creative packaging design, you can make sure that your products will arrive safely and look impressive when they reach their destination.

Choose Secure Shipping Solutions and Get Shipping Insurance

After putting that much effort into creating the perfect e-commerce package, the next step is to find a logistics company that will help you ship your parcels safely and efficiently. A reliable logistics partner is the last step in ensuring the shipment process is smooth, you have all the necessary shipping documents, and your customers are satisfied.

UNIVAL Logistics offers end-to-end shipping solutions, secure shipping, and full-value shipping insurance even for your high-value, luxury parcels. Leave your valuable shipments in the hands of professionals and ship them safely. Get in touch with us today to have peace of mind when shipping orders to your customers.