Packaging and branded materials for ecommerce: protect products and build your brand

Packaging does several jobs at once. It protects products in transit, affects shipping costs, shapes the unboxing experience and says something about your brand and its values. For online stores, the parcel is often the first physical contact a customer has with your business, so it is worth getting right.

This guide covers protective packaging, controlling costs, branded experiences, sustainability and working with suppliers.

Protection first

Damaged goods mean refunds, replacements, unhappy customers and wasted stock. Choose packaging suited to each product:

• Mailer bags: clothing and soft goods that cannot break.
• Padded envelopes: small, light items such as accessories and books.
• Mailer boxes: subscription products, gifts and items that need structure.
• Corrugated shipping boxes: heavier and fragile items, with suitable void fill.
• Custom inserts: high-value or fragile products that must not move.

Test packaging by sending samples through your carriers and checking how they arrive.

Controlling costs

Packaging affects both material cost and shipping cost. Carriers often charge by dimensional weight, so oversized boxes filled with void fill can cost far more to ship than the product requires. Use a small range of well-chosen box sizes that fit your most common orders, standardise materials to buy in bulk and train packers to choose the right size each time.

Creating a branded experience

Branding can be as simple or as elaborate as your budget allows:

• Printed boxes or mailers with your logo.
• Branded tape, stickers or tissue paper.
• A thank-you card or note.
• Inserts with care instructions, a discount for next time or an invitation to join your community.
• Product samples or small gifts for loyal customers.

A memorable unboxing encourages repeat purchases and social sharing. Keep the experience consistent and in line with your brand, without adding so much material that it feels wasteful.

Sustainable packaging

Many customers care about packaging waste. Consider recycled and recyclable materials, paper-based alternatives to plastic, right-sized packaging to cut waste and clear recycling instructions on the pack. In the UK, businesses above certain size thresholds have obligations under Extended Producer Responsibility (EPR) for packaging and must report the packaging they supply, and the Plastic Packaging Tax applies to some plastic packaging. Check whether these rules apply to your business.

Working with packaging suppliers

Request samples before ordering, compare unit prices at different volumes, check minimum order quantities and lead times for printed packaging and keep enough stock to cover busy periods. Review your packaging range once or twice a year as your product range changes.

Measuring success

Track damage rate, packaging cost per order, shipping cost per order and customer feedback about packaging. Reviews and social posts often mention packaging, both good and bad.

Packaging connects warehouse, shipping and brand. See Fulfillment & Warehousing for packing processes and Shipping & Freight Services for how packaging affects carrier costs.

Part of: Customer Experience & Brand