Ecommerce packaging design: creating sustainable and memorable customer experiences

Ecommerce packaging has evolved from merely protecting products during shipping to becoming a significant part of the customer experience. In today’s competitive market, packaging is both a practical tool and a brand ambassador, blending protection with aesthetics.

Packaging is the customer’s first physical touchpoint with your ecommerce brand

Packaging is often the first tangible interaction your webshop customers have with your brand, making it a critical element in the ecommerce customer experience.

This initial contact influences customer perception and loyalty. With 72% of consumers stating that packaging design influences their purchasing decisions, it’s clear that well-designed packaging can significantly enhance customer satisfaction and foster brand loyalty.

Apple is a prime example of a company that understands the power of packaging. The packaging of each product is carefully designed to offer a seamless unboxing experience, reinforcing their brand reputation for quality and innovation while giving them free marketing through "unboxing" videos. 

And we also know stories of how companies realise they need to upgrade their packaging. BioGaia once asked their employees to test the entire experience of ordering products from their ecommerce site. A survey was sent out afterwards to gather feedback and one topic stood out like a sore thumb: the plastic bubble wrap mailers did not offer a great unboxing experience. The parcels often arrived scruffy, having been damaged during the journey.

Rapha knows how to talk to their customers with packaging.

Does sustainability matter to customers? Does it matter to you?

In addition to aesthetics and general brand experience, it’s worth considering the sustainability of your packaging. 

Sustainability is no longer a buzzword; it's a necessity. Packaging accounts for 40% of plastic pollution in the ocean, making sustainable packaging crucial for reducing environmental impact. As consumers become more eco-conscious, they're demanding sustainable options.

Does sustainable packaging mean sacrificing aesthetics or protection? Not necessarily. Many new innovative packaging companies have popped up in recent years, with some designing circular packaging and others working on innovative materials like mushroom or seaweed packaging. Brands too are rising to the sustainability challenge with creative solutions. 

• Lush has reduced plastic packaging by 50% since 2018 through initiatives like “naked” products and recyclable containers

• Dell uses bamboo packaging that is biodegradable and provides superior protection

• Allbirds uses “90% post-consumer recycled cardboard” that doubles as a shoebox, shopping bag, and mailer

Advancements in materials and technologies show that packaging can be sustainable and economically viable. 

It is definitely worth putting some thought into your ecommerce packaging design to ensure it’s on brand and meets or exceeds the sustainability expectations of your customers. How might you actually go about it?

What does custom-designed ecommerce packaging cost?

Depends on the material you choose! Plastic bags and poly envelopes are dirt cheap—and they also look and feel cheap. We think brands can do better and look beyond cost-effectiveness. There are many reasonably-priced packaging materials out there that can be branded and don't break the bank.

The price also depends on your order quantities. Small orders of cardboard boxes with custom designs may cost you more than you think. In general, corrugated packaging is affordable for ecommerce brands, as are paper mailers. If you need padding for protection, there are plenty options for that too, which does not always have to be paper.

Sometimes, the cost also varies with on logo/art size. A minimalisting one-color logo will cost you less than fully-custom-colored mailers or cardboard boxes.

Finally, it's worth considering related costs: Will shipping a cardboard box cost more than an envelope or mailer bag due to its dimensions or weight? How is packing time affected (one of our customers shared how they cut packing time from 6 parcels per hour to 25 per hour—majorly thanks to switching to padded envelopes instead of cardboard boxes for smaller orders.

How to design ecommerce packaging for impact

Great ecommerce packaging meets four key criteria: protection, brand alignment, sustainability, and customer experience. Here’s how to achieve that balance:

1. Aligning packaging aesthetics with brand identity

Packaging is often the first physical touchpoint for customers, so it must reflect your brand identity. Design elements like fonts, and graphics should align with your brand’s personality and values. Identify your brand’s core values and consider how your packaging will look in photos and social media posts.

Here, it's not important to go along with every latest ecommerce packaging trend. Think about what's true to your brand identity: is it brand colors, overall look and feel? Or if it helps, what is not true to your brand identity. Case in point:

We were not impressed by receiving Veja’s parcel in what looks like plastic. Bioplastic or regular plastic, there has to be a better way?

2. Selecting materials that balance protection and sustainability

Choose materials that protect your products while minimising environmental impact. Sustainable packaging options include recycled materials like cardboard and even waste materials like wool (that’s us – Woola) or fallen leaves. These materials offer strength and durability without compromising on sustainability. 

A great example is Kaubamaja, Estonia’s largest department store, which successfully uses Wool Envelopes to delight customers while protecting fragile items.

Wool Envelopes have been designed for premimum ecommerce brands that give a damn about sustainability.

3. Designing for an unforgettable unboxing experience

The unboxing experience is a powerful marketing tool. Exceptional packaging can turn a one-time buyer into a loyal customer or inspire them to post about the experience on their social media accounts. 

Invest in design elements that engage the senses, such as textures, materials, and personalised touches like handwritten notes. Surprise and delight elements, such as unique packaging materials, can create anticipation and enhance the customer experience.

4. Test and iterate

Designing effective packaging is an iterative process. You can always start by testing new packaging with a small batch, creating prototypes, and gathering feedback from customers and employees. Assess how the packaging performs during shipping and handling, and use this feedback to refine your designs.

Where to buy custom designed ecommerce packaging

Choosing the right packaging supplier is crucial for achieving high-quality, sustainable, and custom designs. Here’s what to consider.

Tips when selecting a packaging supplier

Sustainability

Look for suppliers offering recycled or biodegradable materials and certifications like FSC (Forest Stewardship Council), B Corp or ISO 14001, indicating a commitment to environmental standards.

Quality and durability

Ensure the supplier can provide aesthetically pleasing packaging that can withstand shipping rigours. Also, research the supplier’s reputation and request samples to assess the material quality and workmanship.

Customisation

Check that the supplier offers various customisation options to accommodate your design requirements, e.g. intricate die-cuts, embossing, or custom colours.

Lead times and flexibility

As lead times vary between suppliers, ensure the supplier can meet your deadlines and accommodate different order quantities.

• If you like what any particular packaging manufacturer is doing, you can usually buy from them directly – in some cases, you may be directed to resellers for smaller orders.

• That said, one online sustainable packaging marketplace we can vouch for is Circulate, but many others are popular globally, such as Packhelp, Noissue, and EcoEnclose.

Thoughtful design is the heart of ecommerce packaging

Ecommerce packaging is a powerful tool for building strong customer relationships and promoting a positive brand image. Thoughtful design balances aesthetics, functionality, and sustainability.

By carefully selecting materials, aligning packaging with your brand identity, and continuously refining your designs, you can create packaging that meets practical and sustainability needs while elevating your brand in your customers’ eyes.

P.S. If you’re a business keen on exploring how waste wool can be a part of your ecommerce packaging design, you can request free Woola packaging samples here.