Not sure which material will work best for packaging your brand's products? Here are some of the most common, sustainable, and cost-effective kinds to consider!
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The role of packaging is now more important than ever. Not only does it preserve and protect a product, but it also needs to connect with customers emotionally and leave a lasting brand impression in their minds.
That’s why it’s super important for eCommerce business owners to be able to select the right packaging materials for the products on offer in their stores.
In this article, we’ll discuss why your choice of packaging material matters so much and look at some of the most common kinds of packaging materials you should consider using.
Let’s get started.
As an eCommerce business owner, packaging comes with certain additional challenges that may seem irrelevant to someone that sells via brick-and-mortar stores. Not only do you have to pick the right containers that will get your products safely to your customers, but you must also consider the message they will convey as well as their environmental impact.
Sellers having only a virtual storefront don’t have the luxury of having a physical store that may influence buyer perception of your brand. So your packaging needs to be able to communicate effectively all that your brand stands for.
All this can make selecting the right packaging materials seem somewhat overwhelming. Worry not, it can be much easier if you ask yourself the following questions.
Ultimately, the chief purpose of packaging is to ensure the safety of the product contained within it. So you’ll need to identify the unique traits of your products and how such features may influence the type of packaging materials required. A fragile product will require a sturdy container while a heavy product will need a durable packaging material.
It’s also important to consider how a product will be transported through your supply chain. Consider the conditions necessary to preserve your product before it gets to the customer and choose a material that can provide them. For example, perishable food products may have special packaging needs.
Stand Up Pouches are perfect for shipping perishable food items! noissue Recyclable Custom Resealable Stand Up Pouch and Custom Kraft Paper Shopping Bag by @thepastryproject_
After figuring out the traits of your packaging material, you also need to consider how the size and shape of your product will affect your final choice. Your packaging must be big enough to protect your products and flexible enough to adopt a shape that aligns with that of your products. Some packaging materials can be easily mass-produced in multiple shapes and sizes while others are not so flexible.
Your choice of packaging should reflect your brand and appeal to the tastes of your customers. Many customers judge a product by the quality of its packaging. The quality of the product may be overlooked if a buyer finds the packaging unappealing.
Simple packaging made with good — but not top-quality — materials may be ideal if your product doesn’t need to generate excitement in the customer. For example, a business that sells machine tools.
However, if you need your packaging to elicit an emotional response from the customer and encourage brand loyalty, you must not only pay attention to the quality of your packaging but also to the unboxing experience.
Apple is an excellent example of a brand that pays as much attention to the quality of its packaging materials as to creating memorable unboxing experiences for its customers.
If your brand has sustainability as one of its goals, you should definitely make sure it reflects in your packaging. Customers increasingly screen the brands they patronize based on how sincere they are towards reducing their environmental footprint.
If your brand identity champions sustainability, then the types of packaging you adopt must be eco-friendly.
Your packaging budget will have the most decisive impact on your final choice. It's good to want to adopt attractive, eco-friendly packaging, but it won’t be feasible if your funds are not adequate.
Make sure you consider the costs of the most appropriate packaging materials for your product, as well as their designs. Ultimately, the packaging material that best meets the standards of your brand and is well within your price range will be the right option for your business.
Now that we’ve talked about why your choice of packaging material is so important, let’s take a look at some of the most common ones you should consider for your eCommerce business. This list below largely focuses on eco-friendly packaging options along with information on how to select the most suitable materials for your products.
Paper is arguably the most popular packaging material in the manufacturing and distribution sector. Paper is so attractive because it is eco-friendly, functional, flexible, and can be easily designed to portray brand information and colors. Paper packaging may include SBS (solid bleached sulfate) paperboard, kraft paper, or rigid boxes.
SBS paperboard is made from paper pulp and is stronger than ordinary paper but thinner than cardboard. It can be used to package frozen foods, medicine, juice, cosmetics, and more.
Kraft paper is made using the sulfate pulping process and is meant for users looking for paper packaging that’s made using more sustainable processes. It’s notable for its durability, but is much less resistant to moisture compared to SBS paperboard.
This makes it unsuitable for packaging frozen foods and many other types of food products. It is, however, perfect for boxing every other type of product and is also excellent for wrapping items.
noissue Compostable Custom Kraft Mailers are fully customizable and versatile in their application.Rigid boxes are made from highly condensed paperboard which gives them a premium look and feel. They are generally used to package luxury items.
Paper can be used to create anything from bags to boxes and envelopes. noissue offers a range of eco-friendly, paper-based packaging products including:
Cardboard boxes are the same as corrugated boxes. They are made of multi-layered paper that gives them excellent structural stability.
Cardboard has three layers; the inner layer, the corrugated layer, and the outer layer. The corrugated layer (also known as the fluted medium) provides the rigidity, insulation, and strength that makes cardboard such a perfect packaging material.
noissue Custom Compostable Mailer Boxes by @alegriadesign.coPlus, cardboard is flexible and can be molded into any shape and size. It can also be strengthened to carry heavier items by adding more flutes to its composition.
As such, cardboard is the defacto packaging material for shipping products and noissue offers an entire range of cardboard boxes including:
Glass has been used as a packaging medium for centuries because of its superior ability to preserve the flavor and freshness of the items contained within it. Glass is also beautiful and gives your packaging a premium look. Plus, it’s easy to recycle and is completely eco-friendly.
Glass is great for packaging food and beverages. The shape of your containers will depend on the type of food product you are shipping. Glass bottles are generally used for beverages, while glass jars are used for food packaging. Keep in mind however, that glass can be quite heavy and fragile to ship.
Plastic packaging is everywhere and for good reason. It’s durable, flexible, lightweight, airtight, and can be mass-produced cheaply. In fact, more than 350 million tonnes of the material are produced each year. Its transparent nature also means the customer can see the product without opening the packaging.
However, most plastics are not eco-friendly, especially, plastics made from fossil fuels. They contribute to the degradation of our environment, which is the reason why many businesses are now moving towards circular packaging, which include recycled materials from plastics that were previously in circulation or byproduct. We'll touch on recycled plastics shortly!
Soft plastics can be used to create different types of plastic packaging including plastic bags, bubble wrap, bottles, and more. There are also rigid plastics that can be used to package liquids like milk and juice, or to protect fragile products like laptops, phones, and other electronic devices. The main issue with rigid plastics is that they are harder to recycle than soft plastics.
Bioplastics are an eco-friendly alternative to polyethylene-based packaging and traditional plastics. They are made from plant-based materials like corn, sugarcane, beets, etc. This makes them biodegradable and they will break down naturally at landfills unlike plastics made from oil and natural gas.
Another added advantage is that bioplastics retain all the desirable qualities of regular plastic. They are also flexible, lightweight, and airtight. However, not all bioplastics break down rapidly. Many of them require extremely high temperatures to be broken down.
Instead of opting for a bioplastic packaging material, you are better off using compostable mailers. The noissue Compostable Mailer is a far superior alternative to plastic packaging bags. It breaks down easily in compost — within 90 to 180 days. It comes in a variety of sizes and includes a second adhesive strip that makes sure it can be reused.
noissue 100% Compostable Biodegradable Mailers are a fantastic alternative to single-use plastic mailers, since they easily break down in home composts!
Recycled plastic is much better for the environment than virgin plastic. Recycling plastic prevents it from joining the pile of plastic waste that pollutes our oceans. Ideally, recycled plastic should be made from 100% recycled materials.
noissue offers several packaging products made from recycled plastic including:
Both of the above are made using recycled plastics in circulation and come with a second adhesive strip so they can be reused. Available in a variety of sizes, they are both durable and weather-proof. The Custom Poly Mailers can be customized on both sides with your brand logo or designs as well.
noissue Recyclable Custom Poly Mailers feature a secondary adhesive strip for customers to reuse!
Cotton is a natural fiber that is predominantly used to make clothing but can also be used for packaging. Its soft texture and customizability make it more suitable for luxury goods. As such, cotton is typically used to package shoes, jewelry, watches, and other premium items.
noissue Tote Bags and Drawstring Bags are both made from 100% organic cotton and designed to be reused over and over again. The Tote Bags are perfect for packaging as well as for use as branded merch, while the Drawstring Bags are perfect for packaging delicate jewelry and cosmetics.
noissue Custom Drawstring Bags are printed in water-based inks and are a great reusable packaging option.
Aluminum is light, durable, and highly resistant to corrosion. The material is abundant which makes it one of the cheapest packaging materials on the market. It is also very versatile and 100% recyclable.
Aluminum or (aluminum foil) can be used to package a wide range of products including food, beverages, cosmetics, candy, toothpaste, soaps, and more.
These types of packing materials are most commonly made from polylactic acid derived from plant sources like corn, sugarcane, straw, and others. They are biodegradable and compostable.
Popular plant-based packaging includes:
Bagasse is made using the pulpy residue from sugarcane stalks. Different types of bagasse plastic packaging include takeout containers, plates, bowls, trays, etc.
The noissue Clamshell Takeout Container is an example of a bagasse-based packaging product. It is oil-resistant and great for both hot and cold foods. It is also microwavable and freezer-safe.
noissue Clamshell Takeout Containers are commercially compostable and petroleum-free, preventing non-renewable waste from being generated.
Seaweed is an excellent packaging material because it is readily available all over the world and very cheap. It can be consumed as food or fermented to create bio-plastic packaging. It is another versatile and sustainable alternative to traditional plastic.
Mushroom is still a novel plant-based packaging material, but with enormous potential. Not only can it be used to replace petroleum-based plastic, but it can also substitute paper packaging like cartons and cardboard boxes. It is made from mycelium and it is easy to produce.
These are a sustainable alternative to polystyrene-based packing peanuts used for cushioning. They are made from starchy plants like wheat and corn and are completely biodegradable. They come in multiple colors and are a good option if you have the budget.
Now that you are familiar with all the different types of packaging materials available, you should be in a better position to select the right one for your eCommerce business.
Make sure you consider your unique business needs before identifying the most suitable packaging solutions for your business.
And don’t forget to check out our complete range of sustainable and customizable packaging solutions for eCommerce businesses!
Product packaging—everything from garment hang tags to shipping boxes—serves a number of functions, such as identifying product details and providing protection during shipping. It’s also one of the most overlooked marketing opportunities for online brands.
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By 2027, nearly 23% of consumer purchases are expected to happen online. This growth has coincided with an increased focus on improving the packing and shipping processes to recreate the personal touch of in-store shopping.
While most packaging is designed to protect or identify your products, taking a purely functional approach means you might be missing out on its full potential. Ahead, learn how to use packaging to deliver your products safely while creating a positive customer experience.
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Get started with Shopify ShippingProduct packaging refers to the physical materials that house your product. Its main function is to protect products, and can contain usage information, help your product stand up on a retail display, and maintain its contents’ shelf life. But it’s also a company’s chance to delight customers and build brand loyalty through a memorable branded experience.
Product packaging for ecommerce includes both the product packaging itself (say, the glass bottle that contains body cream or hang tag on a sweater) and the outer packaging (box and tissue) that gets that product to its final destination. Both of these types of packaging can be branded and customized to deliver impact.
A holistic branded packaging experience is a set of thoughtful design choices and selection of shipping and packing materials. Its purpose is to provide additional value for your customer and your business by way of creating a positive first impression of your brand identity—ideally, one that’s memorable and shareable.
Product packaging design refers to the phase of brand identity design where you apply logos, branded graphics, and copy to product and shipping packaging. In some cases it refers to designing custom packages from scratch for your unique product. Packaging design applies to any primary packaging that comes into contact with your product (like blister packs) and secondary packaging for shipping purposes.
The packaging design process often involves working with standard size templates from a digital printing company. You can use a tool like Adobe Illustrator to design your product’s packaging or outsource to a professional designer.
Online stores have fewer direct touchpoints to deliver delight compared with physical retail. While there are many advantages to ecommerce for both seller and buyer, the tradeoff is a lack of direct connection between them. When ecommerce shoppers interact with your package after delivery, it’s your first chance to make an impression through a direct touchpoint.
Product packaging can become an extension of your brand. The choices you make can reflect your brand voice, aesthetic, and even values. For example, Seed, a direct-to-consumer retailer selling probiotic supplements, uses simple branded packaging made from biodegradable sachets and paper foam inserts. This reinforces Seed’s brand values and increases customer satisfaction among its target audience of eco-conscious buyers.
Seed uses eco-friendly custom product boxes for its product packaging. SeedA great experience is worth sharing. If you deliver a delightful experience from the first website interaction to the moment your customer opens their package, they’ll be more inclined to share it. User-generated content and word-of-mouth marketing are both valuable forms of organic marketing that can benefit brands.
A positive unboxing experience can also increase customer loyalty and affinity with your brand. Building a long-term brand means bringing customers back time and time again. Investing in retention can move you off of the acquisition treadmill, giving you more time and money to improve your brand experience for your biggest fans.
Demand for sustainable options has meant that companies are popping up everywhere to meet it. It’s easier than ever to walk the walk and truly be a sustainable brand, from manufacturing all the way to shipping. When Hero Packaging ran Google Ads for its biodegradable shipping supplies, the response was overwhelming. “In a week, we got a thousand people signing up [for a free sample], and that was the first sign where we said, ’People are really interested in this,’” says co-founder Anaita Sakar.
Product packaging refers to both the packaging in direct contact with the product and the packaging used for shipping. Both types can be customized through a digital printing company that specializes in custom packaging. Before you dive into packaging design, let’s look at the different types of packaging you can customize.
Product packaging that is in direct contact with your product is called primary packaging. This refers to the packaging of the product itself, before it’s placed in a shipping box with added materials. Examples of primary packaging include:
Before you can ship your products, you’ll need to package them for safe transport. Most products will require some type of box or envelope to protect the order for safe transport, as well as a cushioning material.
Cardboard boxes are the most common type of product packaging used by online retailers. They’re sturdy, don’t add a ton of weight to packages, and can be recycled. Double-walled corrugated boxes can provide extra strength and durability for heavier weight items. Many cardboard boxes are also made from recycled components for a sustainability factor.
These packages are best for shipping smaller, flat, or delicate items such as jewelry, handcrafted goods, or books. Many of these mailers are made from a polyethylene and contain a cushioned or “bubble” insert. In recent years, more companies have switched to eco-friendly versions made from biodegradable materials or paper.
Unpadded polyethylene mailers, Tyvek envelopes, or sustainable alternatives are great solutions for soft items that don’t require impact protection—a perfect packaging solution for apparel companies. Bags and poly envelopes are inexpensive, lightweight, strong, and self-sealing, adding efficiency to your shipping process.
All packaging types described above can be customized with your branding and to your product’s specifications. For specific primary packaging, you may need to work with a manufacturer to design and produce your packaging from scratch. But many standard shipping products can be customized using a company like Hero Packaging or Better Packaging Co.
There are many options for printing and customizing everything from tissue and gift wrap to jewelry boxes and shipping envelopes. Branded outer packaging makes an impression the second it lands on your customer’s door stop.
Decide which small business packaging options deliver the best experience and most value for you and your customers. Strategically investing in a few of these product packaging supplies can go a long way to creating an unboxing experience that cements your brand’s identity in the minds of customers.
The most significant element to consider is your ecommerce shipping container. Depending on your product, this might be a box, bag, or poly mailer. White and brown corrugated packaging options once ruled as the sole option because they’re cheap, sturdy, and get the job done, but they may not create the first impression you’re looking for—or be the right fit for your product.
Do you own a sustainable company? You can opt for biodegradable packaging alternatives made from compressed coconut fibers or compostable mailers made from corn rather than plastic.
Wrapping your products in tissue paper adds an extra level of luxury, creating anticipation during the unboxing experience. It can also provide protection for delicate items. Custom-printed tissue is another opportunity to add your brand aesthetic to the experience.
Traditional filler includes Styrofoam packing peanuts, foam inserts, air pillows, and bubble wrap. Many brands are meeting customer demand for sustainability and opting for eco-friendly alternatives like recycled crinkle paper (colored or brown), excelsior (wood fibers), and biodegradable packing peanuts made from wheat or cornstarch. The type you choose depends on your product and brand values (i.e., sustainability).
Using stickers on a plain box or bag is a versatile and fairly inexpensive alternative to designing other custom packaging. A branded sticker can seal tissue paper or brand the outside of your packaging. You may also want to include a few extra stickers in the package as a way to thank your customers for their purchase.
Business cards or postcards can be added to packaging to tell customers more about your brand, thank them for their purchase, and even offer a discount on a future purchase. Use QR codes to link customers to a special landing page that you can update more easily than a printed card. You can also send other types of packaging inserts such as newsletters or a branded magazine. This unique packaging idea serves as reading material that deepens the brand’s relationship with customers.
It’s standard to include a receipt or packing slip in your package, but many businesses don’t use this as a branding or marketing opportunity. Add your logo and on-brand messaging. Then, place the receipt and packing slip in the package at a point that makes sense—not at the top of the box where you want to make the biggest splash.
💡 Tip: When you print a packing slip on Shopify, you can customize its contents and product packaging design by adding or removing elements like your logo or product images. You might also consider including a coupon code on your packing slip to encourage repeat purchases.
Though handwritten notes may be tricky to scale, new businesses are fighting to earn every customer. Connecting through a personal note can show customers there are real people powering your brand.
If you sell products that require assembly or instructions for set up and use, add educational materials to your packaging. Sharing educational materials like usage instructions shows that you care about their experience, builds trust, and ensures that customers have a positive initial experience with your product.
Like stickers, branded packing tape can be added to a plain box at a lower cost than customizing the whole box. It comes in a variety of colorful options off the shelf, too.
To improve customer experience during the holidays and seasonal events, consider limited edition packaging design that maintains your recognizable brand identity with a festive flair. For more tips, check out this holiday shipping guide to survive and profit during the seasonal rush.
Surprise customers with a free sample or gift with purchase inside the packaging. This tactic can help you cross-sell by introducing a customer to new products. Choose an item your customer is likely to be interested in to encourage them to purchase the full size at a later date.
A downside to a custom-branded packaging experience can be the associated cost. You’ll need to decide based on your average order size and profit margins what options are financially feasible, along with which present the greatest value to your business and customers.
Unbranded packaging is the cheapest solution with many options available off the shelf in a number of quantities and colors. If you go this route, you can always add inexpensive customization with branded tape or stickers. Custom stickers can cost between 10¢ and $2 each, depending on order quantity and size.
Custom boxes and mailers tend to be the most expensive solution.
To create your own custom printed boxes, you may be looking at a minimum order of 250 and a cost of $2 to $25 per box. Some printing companies have no minimums—but you’ll pay for it. For example, Packlane will print 15 standard boxes for around $6 each, but if you order 10,000, your cost per unit drops to just over $2 each. On top of that, consider that ecommerce boxes will add more total weight to your shipment than a poly mailer.
Poly mailers will average 40¢ to $3 per printed mailer, depending on your order size and material—but you can order as few as 25 at a time with some suppliers (at a cost). Remember that the weight of this solution is low and will keep your shipping rates lower, too.
To improve your ecommerce packaging design, we’ve highlighted some creative ideas for shipping you can borrow from these best-in-class online businesses.
Caraway Home is a direct-to-consumer retailer that sells non-toxic ceramic cookware in unexpected colorways. To convey its values, the brand uses recycled materials with zero-plastic bags, low-impact print dyes, and biodegradable or recyclable inserts to package and ship goods.
Caraway also includes a welcome booklet with orders, made from recycled paper, along with messages printed directly on the packaging that improve the unboxing experience.
Overall, what stands out about Caraway’s ecommerce packaging is how organized and true to its brand aesthetic it is. Because this is a premium product (with a premium cost) little touches like this go a long way to assuring the customer they’ve made a smart purchase.
Otherland is a brand known for its beautifully packaged and fragranced candles. Otherland’s founder, Abigail Cook Stone, is a former art buyer for Ralph Lauren stores and therefore understands the importance of aesthetics at every stage of a customer’s interaction with a brand.
Whether a customer purchases a limited edition seasonal product or items from the core collection, the experience is familiar and consistent with pops of color and beautiful branding.
Allbirds is an ecommerce brand selling shoes made from sustainable materials, like tree fiber and sugar cane. This commitment to the planet extends to packaging that’s recycled and printed with soy inks.
Clever details in Allbirds packaging reflect the brand’s personality and focus on creating a seamless experience from the moment the package arrives. It’s playful and functional—just like the Allbirds brand.
Wild is a pioneer in personal care, tackling one of the biggest issues in the category: plastic waste. The brand solved this problem with product packaging. The packaging design process is at the heart of brand identity for Wild, as it serves as the brand’s unique selling proposition.
“Everything from shampoo, conditioner, shower gel through to toothpaste and deodorant, people’s bathrooms are absolutely packed full of plastic,” says co-founder Charlie Bowes-Lyon. “Not only did we want to reduce that problem, but we felt we could remove plastic and single-use materials completely.”
Clever packaging means that customers buy a reusable applicator once, and refill with a product that uses much less waste than conventional deodorant. The refill packaging is made from a compostable bamboo pulp.
Notice Hair Co. sells sustainable products for your hair, body, and home, with a mission to get as close to zero-waste as possible. It goes against the grain to offer packaging that is minimal and compostable to align with its values. The brand’s signature conditioner and shampoo bars also come wrapped in compostable paper, so there’s virtually no waste.
The brand continues to seek out fulfillment centers that commit to its zero-waste and no-plastic policies to lower the brand’s carbon footprint.
Customized packaging that reflects your brand’s voice and values can give you the competitive edge to not only generate repeat customers but also attract new ones. Consider the customer’s experience from the first visit to your website to the moment their purchase lands on their doorstep. A thoughtful approach to packaging can create a memorable impression that turns one-time buyers into lifelong brand advocates.
Feature illustration by Gracia Lam
Additional research by Thea Earl
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