Tips for a successful e-commerce packaging

In e-commerce, product packaging plays a crucial role in the customer experience, especially on marketplaces. Find out in this article how successful packaging can help boost your sales.

Packaging, a decisive element in e-commerce

More than just a container, packaging represents the first point of physical contact between your brand and your customers. According to an Ipsos study, 72% of consumers say that packaging directly influences their purchasing decision (2023).

What's more, in a context where 52% of consumers say they have already switched brands because of disappointing packaging (Source: PackagingDigest, 2023), investment in good wrapping appears to be a necessity rather than an option.

Indeed, packaging that is attractive, functional and in line with your brand image can arouse the interest of your customers and win their loyalty. Conversely, poorly thought-out or poor-quality covering can damage brand perception and your conversion rate.

 

The keys to successful packaging

To design effective packaging, you need to define your target audience and persona. Do you really know your customers' expectations and preferences? This will enable you to orient your design and functionality choices to create wrapping that is both visually appealing and practical to use.

Pay particular attention to the following elements:

• Visual identity and design must be consistent with your brand. In fact, 67% of consumers are influenced by packaging design when shopping in-store (Source: Nielsen Global Survey, 2023).
• The choice of materials also plays an essential role in the perception of product quality. Thick cardboard or glass wrapping may suggest a high-end product, while thin plastic may give a lower-end impression.
• What's more, practical, functional packaging significantly enhances the user experience. Think of things like ease of opening and portability.
• Finally, legible information on the packaging reassures consumers and reinforces their confidence. Make sure that essential details, such as ingredients, instructions for use and nutritional information, are clearly visible.

Make sure these elements also appear directly on your product sheets, to capture your customers' attention and convince them to buy.

 

 

Current packaging trends

Consumers increasingly prefer recyclable and biodegradable packaging. In fact, 60-70% of consumers say they are willing to pay more for environmental-friendly package (Source: McKinsey Sustainability, 2023).

Brands that integrate recyclable materials, biodegradable packages, or reduce the use of plastic can not only attract more customers, but also strengthen their brand image.

At the same time, minimalist packaging is gaining in popularity, with clean, simple designs that convey an image of sophistication and modernity. Offering customized wrapping options, such as unique labels or special messages, helps to create a more personal connection with the customer.

What's more, integrating technologies such as QR codes can enrich the customer experience by providing additional information. More and more brands are using their packaging to tell the story of the product, from the source of the raw materials to the manufacturing process.

 

How does packaging influence customer loyalty?

Well-designed packaging not only attracts consumers' attention, it also plays a crucial role in building loyalty. A positive unpacking experience, marked by details such as personalized messages or free samples, can turn a simple purchase into a memorable experience.

For example, brands such as Apple and Glossier are famous for their unboxing experiences, which increase the perception of the product's value and strengthen the emotional connection with the customer.

Encouraging customers to share their unboxing experience on social networks can also increase brand visibility and help create a community of loyal customers.

Indeed, 55% of consumers are more likely to repurchase a brand after a positive unboxing experience. The recommendation rate also increases by 30% thanks to premium packaging (Source: Dotcom Distribution, 2023). Successful packing thus generates a positive domino effect, increasing customer loyalty and satisfaction.

 

Mistakes to avoid

To ensure that packaging has a positive impact on the customer experience, the following mistakes should be avoided:

• Over-packaging is a major concern: 78% of consumers believe that some brands use too much wrapping (Environmental Research Letters, 2023). This concern is both practical (having to remove three layers of wrapping is frustrating) and ethical (over-packaging is far from consistent with sustainable development).
• Inconsistency with the brand image can create confusion. It's crucial to maintain visual consistency with colors, logos and styles that are faithful to your brand identity.
• Complexity is another mistake to avoid. A package that is difficult to open or handle can turn a positive buying experience into a frustrating one.
• Non-compliance with environmental and safety standards should also be avoided. Using non-recyclable or polluting materials, or failing to comply with compliance rules, can seriously damage your brand image. It can also expose you to legal risks. On Rakuten, for example, safety instructions must be indicated on your productwrapping (age requirements, instructions for use, etc.).

By avoiding these mistakes, you can ensure that your packaging attracts and retains customers, while reinforcing your brand image.