E-commerce Packaging: A Beginner’s Guide

1. The e-commerce packaging basics

E-commerce packaging has three main functions: securing your product, managing shipping prices and building your brand by addressing the unboxing experience of your customers.

First impressions matter most, and although customers initially see your product on their computer screens, initial physical contact is what matters in terms of retaining customers. The unboxing experience is the actual first impression of your brand.

Your customers' expectations and anticipation are created from a mere digital picture, and it is your business's duty to live up to or surpass these expectations. How can this be achieved?

By making packaging decisions based on purpose rather than appeal. In other words, it's what's inside that matters.

2. The key objectives of e-commerce packaging

-- Protection

The main reason e-commerce-ready packaging is necessary is to keep what you are selling safe, which is a simple task. Your business will have a stress-free shipping and distribution process, and your customers will receive their products in good condition.

Moreover, secure products add considerable value to your brand. There is no chance of refunds or exchanges, which leaves a great impression and is beneficial to your brand.

-- Marketing & Branding

When it comes to marketing and branding, investing in e-commerce-ready packaging can be highly beneficial.

With the right design, you can create a memorable unboxing experience for customers, which is critical for building brand loyalty and setting yourself apart from the competition.

In today's competitive e-commerce environment, building a strong brand image is essential for success, and packaging plays a vital role in achieving this.

3. The significance of the right e-commerce packaging

Adequate e-commerce packaging can make your business stand out. Incorrect packaging decisions may damage products, undermine brand relationships and result in a loss of customer loyalty. Therefore, it is important that your packaging is the best it can be.

Amazon has one of the most appropriate sets of guidelines for creating e-commerce-ready packaging: its Frustration-Free Packaging (FFP) programme.

4. What is frustration-free packaging?

It is a type of e-commerce packaging designed to facilitate the delivery process and reduce stress for both customers and sellers. FFP is waste-free, easy to open, and provides significant protection during shipping without increasing costs.

Its minimalist design makes it simple to open, removing the inconvenience of having to open a package. It is also used to minimise shipping costs and environmental impact while enhancing the customer experience.

Customers receive their orders in a timely and efficient manner with no additional stress or frustration, which benefits everyone involved.

5. The initial stages of e-commerce packaging

As mentioned above, packaging is as important as the product itself when it comes to making a first impression. Custom packaging can help you build a strong brand identity and impress your clients. However, extensive research and planning are needed to determine how your packaging can complement your merchandise and brand image.

We can help you decide on the best options for your initial e-commerce packaging.

However, before you start thinking about a design, there are a few things you need to take into account:

• Calculating the value that your packaging can add to a product will help you establish the basis for a successful design.

• Adding value through promotion, protection, and complementing the product concerned may increase your brand awareness and, consequently, your sales.

• Consider the number of products you will sell within a given timeframe and how much margin you can allocate to your packaging.

• Who is your target market, and how do your competitors package their products?

This will give you a rough idea of the costs involved in packaging, design and shipping, and enable you to make an informed decision about your packaging choices. Once you have considered all of the above, you can start thinking about how you will pack the product because this will dictate the structure of your box.

For example, cosmetics and beauty companies commonly display their merchandise so that it can be viewed in all its size, shape and colour without opening the packaging. Depending on where you want to place the product and how much space it will take up, you can now calculate the size of your packaging.

In this case, it would be better to reduce the size of the packaging to make it smaller and lighter. With the help of structural engineers, packaging experts can design a package that minimises the space in which your product can move. This will provide your products with greater stability and reduce the risk of damage.

6. E-commerce packaging materials.

Having researched and planned the purpose of your package, it is now time to consider the materials you will need. The most commonly used materials in e-commerce packaging are corrugated shipping boxes and poly mailers. We recommend corrugated packaging because it is made from recycled materials, offers excellent protection and can be produced in a variety of shapes, sizes and thicknesses, making it extremely versatile for a wide range of products.

--Material stock options

The selection of the appropriate material will depend on your artwork and branding designs. However, the following are some of the available options:

Natural white (digital and offset): For use with colourful and flood printing.

Bleached white (digital): More vivid colour reproduction to replicate offset printing.

Kraft (digital and offset): Ideal for an environmental and rustic appearance, and black print does not require a coating.

Find out more about selecting your packaging materials.

--Material thickness options

Manufacturers usually recommend the thickness of the paper depending on the weight of your products and the size of your box. Nevertheless, it is useful to be aware of the options and how they can be used to your advantage.

E-Flute

E-flute corrugated board has an average thickness of 1.2 mm.

This type of fluting is best suited to packaging software, retail goods, beauty products and food.

B-flute

The average thickness of B-flute corrugated board is 3.0 mm.

Anything with an aggregate size of L x W x H >570 is B-flute.

This type of fluting is best suited to packaging shoes, industrial products and furniture.

7. Popular Packaging Styles

Now that you have a better understanding of your material choices and thicknesses, you are in a better position to find the perfect packaging structure for your product. Heavy and bulky products require greater protection against severe shipping and handling conditions. The most popular, cost-effective e-commerce packaging options are:

-- Roll-end tab lock corrugated shipping boxes

These tab lock roll end boxes are a type of corrugated box that is well sealed, sturdy and easy to open. They are the most popular type of packaging for e-commerce because of their durability and the positive unboxing experience they provide.

Corrugated boxes allow for flexible printing and finishing, enabling you to build real relationships with your customers!

-- Regular slotted corrugated boxes

Your standard shipping box is a slotted corrugated box. This style is perfect for large, heavy products that require additional support and attention during delivery.

This type of box is assembled by hand using tape; however, this is not a complicated task and can be done efficiently.

-- Roll End Tuck Top Corrugated Shipping Boxes

Roll end tuck top boxes can be folded easily during assembly. The package lid can open and close easily, providing the best closure with a tuck on the inside.

These shipping boxes are suitable for:

Catalogs

Clothes

Gifts

electronics

Health products

Beauty products

Small hardware

-- Shipping: poly mailers

A poly mailer is a plastic bag made of polyethylene (LDPE) or paper. Amazon bags and FedEx mailers are examples of poly mailers. Poly mailers also include padded envelopes.

They are lightweight and versatile, making them a favourite among e-commerce companies that ship light to medium-weight products. However, poly mailers are not very good for heavy products as they are unable to offer sufficient protection and support.

Nevertheless, they are inexpensive, tear-free and often waterproof!

They are easy to close with a self-seal adhesive strip, and they can be padded or plain, flat-packed bags, so packing and assembling is straightforward. Read more about choosing the right packaging for your product.

8. Printing methods for e-commerce packages

The quality of the print is a major factor in the overall appearance of your e-commerce packaging. While the shape and size of your package are crucial for fitting your products, printing is crucial for fitting your customers. Presenting clear and concise information is important for establishing a genuine relationship with your customers.

However, due to the severe shipping conditions that e-commerce packages are likely to experience, printing on the exterior of the box is generally not advisable, as it is likely to become damaged, which would ruin the experience of opening the package.

Instead, e-commerce companies choose to print or insert packaging inserts inside the box. More on this later. The two primary printing methods for corrugated liner boards at the moment are digital and offset printing.

-- Digital printing

This involves transferring a document from a desktop or digital storage device to a specific printing substrate. The printer's ink is then transferred to the packaging material, working in a similar way to the printer you have at home or in the office.

Digital printing is ideal for low-quantity orders and much cheaper than other forms of printing, as no printing plates or dies are needed.

As previously mentioned, they should not be printed on the exteriors of boxes. Nevertheless, digital printing is recommended for e-commerce companies that want to print on the exterior of their packaging. Digital printing is far cheaper and faster, so e-commerce companies can afford to take the risk of possible damage in exchange for brand differentiation.

Nevertheless, try to keep your artwork as simple as possible in terms of detail and colour. This will produce a superior quality output when printing digitally. Excessive small details and colours will blur the overall quality of the artwork, which may turn out to be low quality. Digital printing is the most time- and cost-effective way of printing when the quantity of prints is low.

-- Offset printing

In offset printing, the ink from a plate is first transferred to a rubber roller (or blanket), which then transfers it to a piece of paper. This method is generally used for printing large quantities of:

newspapers

brochures

stationery

magazines.

high-quality boxes.

Offset printing is expensive to install, but the quality is flawless. Offset printing is generally recommended for printing on the inside of packaging or packaging inserts to achieve the best colour output and quality. Although the set-up costs are extremely high, offset printing is recommended for large-quantity orders.

Offset printing is the preferred option for printing because of its capacity to print in PMS colour and create distinctive printing procedures, such as:

• Gloss lamination coating, matte coating,

• Spot UV

• Foil stamping

• Embossing/debossing.

Check out our offset printed corrugated boxes at Freedom Offset Corrugated Boxes, or read more about printing methods.

9. Extra features and additions to your e-commerce package.

E-commerce packaging should include additions such as custom box inserts to protect the product, or promotional inserts to market the product.

Box inserts provide additional support and durability for your products, enabling you to improve the unboxing experience. For smaller quantities, consider standard-size packaging with low-cost customised additions, including:

• ribbons

• Labels

• sleeves

-- Box inserts

If you need to protect and organise your products, you can use cardboard or foam inserts to separate and protect them. These inserts will prevent your products from moving around in the box during transport.

Hammerstone corrugated box with insert.

Box inserts also help to build your brand identity by providing a more premium unboxing experience, and they come in a range of:

• Foam material

• Plastic

• Paperboard

-- Promotional inserts

One of the most cost-effective ways to promote your product, build brand awareness and loyalty, and increase sales is through promotional inserts.

A personalised message, cross-promotion or even a simple thank you can convey the story of your brand strongly and enhance your customers' unboxing experience. Promotional inserts provide customers with an incentive to continue interacting with your products, giving them the opportunity to experience the best of your brand.

Furthermore, customers seek to establish genuine relationships with brands, and promotional inserts are an excellent way to foster these relationships.

10. Design of e-commerce packaging art

The first thing customers see and touch when they encounter your packaging for the first time is the printed design. Here are some basic details you can add to your work to appeal to them.

-- Personalised messaging

You don't need to use elaborate lettering or designs to attract your customers' attention. All you need is a well-planned brand story that conveys the identity and value of your brand. Addressing your customers personally enables them to identify with your brand.

-- Infinite Brand Colour Scheme

The best thing about custom-printed e-commerce packaging boxes is that you can incorporate any number of colours into your artwork at no extra cost. This means you should incorporate all the elements of your brand colours into your artwork to create a cohesive brand story.

Consider the psychology of colours and select those that will evoke the desired emotions, depending on the needs and wants of your target market.

-- Brand logo

Your customer should see your logo as soon as they receive your box. This can be achieved by printing your brand logo on the inside and outside of the box. Make sure your brand name leaves a memorable impression on your customers. By making your brand logo the centre of attention, your customers will easily recall your brand and buy your products.

11. Samples and prototyping

Prototyping is one of the most important stages of the packaging process. We strongly recommend preparing a prototype to ensure the final packaging is structured and printed correctly, as this will prevent you from receiving hundreds or thousands of boxes with the wrong dimensions or fit.

Unlike stock products, custom packaging cannot be returned or refunded. A misplaced packaging lot will need to be written off and recycled, which will incur expenses and cause added stress and delay your product launch.

Take a physical CTP sample to verify colour and print quality. A sample that is not printed can also be used to verify product fit. Another excellent alternative is a physical prototype of your custom packaging, which involves producing a single sample of your packaging in production or sample grade. Prototyping gives you a good idea of what your packaging will look like, so do not overlook this stage. Find out more about why box samples are key to your packaging.

12. The production and shipping process

This final stage of the guide will require little input from you. At this stage, the manufacturer will produce your packaging in bulk, depending on your final requirements. Generally, all you will have to do is locate a freight forwarder to ship the products, or request that the manufacturer deliver them to you via their forwarders or by express delivery.

There are four main ways to ship your products:

• Sea freight (international shipments, and usually the cheapest method of shipping).

• Air freight (international or local, the fastest and most expensive method)

• Ground freight

• Express (courier).

Logistics can be challenging, particularly when transporting goods across borders. You will need a number of documents to declare and clear customs and comply with policies. The advantage of using a courier is that they can assist you with the clearance procedure, whereas freight shipping might involve the purchase of a bond and its renewal every year.

13. Et voilà!

E-commerce packaging is a complex process, but there is no need to worry. It can be made much easier by collaborating with packaging specialists in the planning and design process. Rather than being overwhelmed by the processes, take them as an opportunity to reach your target market.

Understanding what your target market wants will help you develop packaging that will help you sell your products and attract new customers.

Although undertaking your own e-commerce packaging project might sound daunting, with the right preparation and the help of a reputable vendor, any business can achieve professional e-commerce packaging.