Trends in E-Commerce Packaging

In e-commerce, what always has a 100% open rate?

It’s definitely not your emails, which will be lucky to be opened by even half of your audience.

It’s the package your customers receive their order in.

So, it makes sense for any e-commerce business to pay close attention to their packaging and the unboxing experience for their customers. Similar to product imagery, packaging makes a major impact on your buyers’ psychology.

Since it is the first in-person interaction your customers will have with your brand, it’s always important to make sure that you make your packaging the best customer experience possible.

In fact, given the growth of e-commerce in recent years, the demand for packaging is expected to increase steadily at 2.8% to reach $1.05 trillion in 2024 according to Smithers, a provider of strategic market research reports.

In order to make sure your packaging is on point, it’s always important to stay on top of the latest packaging trends. So, here are five packaging trends e-commerce brands and manufacturers need to be aware of if they want to get ahead of the competition in 2022.

Environmentally friendly packaging is a major priority for consumers

According to a survey conducted by Ranpak, plastic in packaging remains an issue for consumers. They will seek out online retailers and brands that do not use plastic in their packaging. 24% of US customers received more packages that contained plastic wrapping, bubbles, or cushioning in 2021 than in the year prior.

Especially among younger generations, such as millennials and Gen-Z, there is a demand for environmentally friendly packaging, and given that this younger generation is a major percentage of the e-commerce consumer market, this trend seems to be here to stay. Before making a purchase, consumers consider a product’s ecological footprint and full lifecycle, from design to production to shipping.

Because of the shift in preferences, sustainability and recycling have become paramount, with zero-waste and plant-based packaging, which uses natural ingredients such as mushrooms, sugar cane, and plant-based paper, becoming more popular. For this reason, environmentally friendly packaging has become a requirement for many customers, and it is a rising trend for 2022.

In fact, Plaine Products uses recyclable aluminum containers for its products and offers a refill program for its customers as well.

Customized Packaging is an Effective Way to Delight Customers

Customized packaging allows your business to add a personal touch to your interactions with your customers. By addressing your customers individually in a personal note or by using certain colors or designs, you can provide the emotional connection that consumers crave these days.

By personalizing your packaging for your customers, your business is able to enhance brand loyalty and drive repeat purchases, which leads to increased sales and a higher customer lifetime value, which is a critical metric to drive profitability for e-commerce businesses.

Provide a Memorable Unboxing Experience with Creativity

In 2022, there continues to be a dramatic shift towards bolder designs and colors with respect to packaging. Packaging that “pops” and is beautiful to look at removes the dullness and utilitarian nature of shipping and transporting products.

Customers typically respond well to colorful, aesthetic packaging, and many customers love to save beautiful packaging instead of throwing it away. So feel free to add a burst of color, eye-popping designs, and a creative flare to your packaging, and your customer will respond positively to it.

Sundays for Dogs is one brand that has leveled up its packaging by delivering its dog food in packages that look like cereal boxes with containers that come with sticker sheets and a newspaper that features entertaining dog-related content.

The more memorable your unboxing experience is, the higher likelihood that your customers will come back to purchase again.

Story-Driven Packaging Conveys Business Identity and Values

Customers want to know who they are buying from. While the content on your website and social media does an effective job of conveying the story and values of your business, you can take it a step further with packaging.

Customers care about the origins behind your brand, and your packaging is an opportunity to share your brand narrative and story. This can be achieved with words, colors, shapes, textures, and even a personal note from your business addressed directly to your customers.

Add a QR Code for Additional Content

QR codes have been reinvigorated by the COVID-19 pandemic, and during this era of contact-free transactions and communications, placing a QR code strategically within your packaging can pay dividends.

Placing a QR code on primary or secondary packaging is a simple, yet effective method to direct customers to any online asset you want to promote. Perhaps it’s a new SKU or a promotion you want to attract attention to, and adding a QR code is a great way to accomplish this without any additional packaging materials, which keeps your marketing and shipping costs in check.

Imperfect Foods, a subscription-based grocery company, is a great example of a brand that uses QR codes to drive traffic to its blog, The Whole Carrot, for kitchen tips and recipes.

Use Minimalist Packaging for a Satisfying Experience

Oftentimes, less is more. For some businesses, providing a memorable unboxing experience means giving less.

Many customers appreciate simplicity and efficiency when it comes to packaging and the brands they support, so it makes sense to do less with your packaging. Straightforward labels, headings, and colors without excessive features give a clean, luxurious feeling to your brand, which may fit well depending on your brand’s image.

In addition, given the trend toward environmentally friendly packaging, minimalist packaging can go hand in hand with reducing waste and being economical.

The rules of e-commerce are always evolving, but one principle always remains true. Customers crave a comprehensive, 306-degree buying experience when it comes to purchasing online. The journey begins at your website where customers expect a personalized shopping experience. This is where having your product data managed efficiently comes into play.

But the experience does not end when your customer places their order and reaches the thank you page. Remember that your package is the only element in your business that has a 100% open rate.

Your business’s packaging is a key component of your customers’ experience and needs to be treated with care and attention to detail. Brands that place an emphasis on a memorable and satisfying unboxing experience will set themselves apart from their competition. Your brand’s image and story should be prominently reflected in your packaging, including the style, material, texture, and colors. Most importantly, your business should take advantage of current trends in packaging, such as environmentally friendly and personalized packaging, to create an unforgettable customer experience.