When somebody says you’re the complete package, it’s the ultimate compliment. It means you’re a 10! You’ve checked every box desirable.

It feels great.

Now take that same mindset and shift it from business to consumer. Think of the way you feel when a package arrives.

The anticipation can be exhilarating for the buyer. Once the product has reached its final destination to the consumer, its delivery had better not be anticlimactic.

Whether it’s makeup from IPSY, clothing and shoes from Stitch Fix, Apple products or pet goodies from BarkBox, packaging matters.

Why, you ask? It’s an extension of your brand of course.

Since the demand for online retail products began skyrocketing due to the coronavirus pandemic, the supply for e-commerce packaging solutions has run scarcely low, forcing companies to get creative.

Seen as a challenge for e-commerce businesses, the demand has also created an opportunity for greater customer satisfaction through shipping and fulfillment.

This is because it allows for a personal and direct touch point of service connecting the business and consumer. Don’t undervalue the opportunity to upsell your product through its packaging. It’s a hugely valuable marketing tool.

Once used to simply protect a product from the elements during the sometimes wild shipping process, today packaging is an art form.

When done correctly, business can woo seemingly loyal clients away from competitors. The act of opening product packaging can become an experience for customers that creates valuable memories for them and increases profitability for your business.

Think of the “unboxing experience” as a way to create a positive first impression of your brand—ideally, one that’s both memorable and shareable. When a buyer is motivated to create this type of content, they inadvertently become a mouthpiece for your brand.

That type of power can either crush or catapult your success, so don’t squander the opportunity. Capitalize on it.

WHAT IS ECOMMERCE PACKAGING?

E-commerce branded packaging refers to the thoughtful selection and creation of shipping and packaging materials. Online retailers have less opportunities to impress buyers due to its virtual nature. This is why it’s important to capitalize on the tactile experience that remains for a consumer once a product is delivered.

Forty percent of consumers are likely to make repeat purchases from an online store with premium product packaging, according to a recent Dotcom Distribution survey.

Dressing up a package, makes the receiver feel more important just as one does in life when getting done up for a big event.

TYPES OF ECOMMERCE PACKAGING

Any item that isn’t small or extra durable should be shipped in a way that keeps it safe along its journey. The below are a few common ways to transport items.

•         Bags and envelopes: If you sell more light but not fragile products, you can use poly mailers, Tyvek envelopes, or plastic mailing bags to ship your goods. They are lightweight, strong, easy to store, and self-sealing, which makes shipping small orders or boxes easier, whether from home or a warehouse.
•         Corrugated boxes: These are still the most typical type of ecommerce packaging used by retailers. They’re sturdy, don’t add weight to your packages, and can be recycled. You can also use double-walled corrugated boxes to provide extra strength and durability for heavier weight items.
•         Custom ecommerce packaging: Custom boxes are a great way to create a unique unboxing experience and show customers what you value. There are tons of options for printing and customizing on everything from the tissue to gift wrap, packing slips, and more. Plus, you can print all over your box to present your brand in new ways and create a satisfying experience for your customers.
•         Polymailers: These packages are best for shipping smaller, flat, or delicate items such as jewelry, handcrafted goods, books, or electronics. You can add extra protection with recyclable paper or bubble wrap, though the latter is a less eco-friendly option for packing. 

When deciding on a packaging solution for your e-commerce product be strategic. Consider what will deliver the most memorable experience for your customers and get you the best value for your business.

THE PACKAGING EXPERIENCE

When considering the type of ecommerce packaging you’ll use you must consider your target market. Are your buyers eco-conscious millennials who prefer biodegradable and compostable packaging alternatives?

Is your audience high-end or polished and looking for the “wow” factor of confetti, custom-printed tissue paper, decals and stickers? Or are they a traditional consumer who values the safety and security of air pillows, or bubble wrap, foam inserts or Styrofoam packing peanuts?

Whatever option you choose, make sure it speaks to your audience and don’t forget to include some type of promotional material such as a custom business card, printed brochure or newsletter, handwritten note or a gift.

Anything content related is personal and should be perceived as such. It’s meant to deepen a brand’s connection with customers.