Packaging can propel an ecommerce brand’s reputation

• Focusing not only on what’s on the inside of a box or package but the outside can make a big difference to consumers
• Online merchants should prioritize packaging for the sake of the environment and their brand

When starting an online store, ecommerce entrepreneurs have so much to consider, including how they will drive more sales, setting up shipping, among other topics. For many, packaging is towards the middle or end of their list of things to prioritize, but efficient packaging can be a cost saver and set you apart in the market.

Have you ever had an item shipped to your home, and when you open it up, it’s like opening a Russian nesting doll? You find a box inside of a box, inside of a box filled with void-fill material.

This first impression sets the stage for what online consumers associate with your brand. Is it an environmentally friendly company that cares about using less packaging or biodegradable materials?

The International Post Corporation’s Cross-Border Ecommerce Shopper Survey 2020 revealed that 48 percent of global consumers strongly agreed that they would like the packaging of their parcels to be recyclable and expressed a strong preference to receive parcels in reusable materials.

For online merchants, packaging can be a way to position their brand as eco-friendly and sustainable, and an effective way to save on costs. For some companies, it is becoming an important topic for their business. In a survey conducted by DHL’s Customer Solutions & Innovation team, it was found that nine out of 10 companies say packaging will be high on their agenda in the next three to five years.

The DHL survey also revealed that the majority of respondents said the introduction of sustainable packaging materials was their number one near-future packaging priority.

To save on shipping and avoid paying to transport air, online merchants should consider the following:

• Shipping companies use a dimensional weight (DIM weight) pricing technique based on the package’s length, width, and height.
• DIM weight is a standard pricing method used by most shipping providers.
• If an item is lightweight, but you are using a large box, you will still pay more because of the volume and the space the box will take up during transport.  

What should an ecommerce merchant do?

• Consider packaging at the onset of launching a new product or product line. Some packaging manufacturers can create custom packages that decrease dimensional weight, thus reduce costs and carbon footprint.
• Weigh packages and consider dimensions when calculating shipping costs.
• Talk to your logistics operators to see what options are at your disposal to make your packaging more efficient.

Images: DHL, Unsplash