How to Succeed with Ecommerce Packaging: Key Factors and Insights
August 08, 2025
The rise of ecommerce has also given rise to both challenges and opportunities for online retailers, including how to approach ecommerce packaging design. What you choose to ship your products in plays a major role in the customer experience as well as brand perceptions, both of which impact loyalty and retention. So, how can you make the most of it with creative packaging design? In this article, you’ll learn ecommerce packaging tips to help you stand out from the competition and maximize the impact of this essential marketing and sales tool.
The State of Ecommerce Packaging
How often do you reach for your phone or laptop when you need to buy something, instead of reaching for your keys? With online shopping completely transforming the retail landscape since the early 2000s, ecommerce has become a massive industry. In fact, one recent study found that 59% of US consumers prefer to shop online. So it’s no surprise that sales are soaring.
According to Statista, ecommerce revenue in the US grew from $5.4 billion in 2019 to $1.2 trillion in 2024. And that growth is expected to continue, projected to reach nearly $1.9 trillion by 2029. That’s an increase of 53.79% in just five years; a staggering growth rate, and a jaw-dropping amount of revenue. In such a huge market, standing out from the competition is mission critical. Brands must look to every available tool to provide an exceptional, memorable customer experience, and custom packaging design plays an important role.
4 Key Factors of Effective Ecommerce Packaging
Ecommerce packaging has a lot of jobs to do, starting with protecting your product during shipment. But it has the potential to do so much more. Here are four additional ecommerce packaging factors that can directly impact online sales success, and boost your bottom line.
- Brand Recognition
- Sustainable Materials
- Innovative Design
- Exceeding Customer Expectations
1. Brand Recognition
In the retail world, packaging has to attract customers in-store and convince them to buy your product off the shelf. Ecommerce is a little different, because customers have already purchased your product when they receive it. In this case, your packaging may be the first point of actual contact with your brand, and as such it plays a vital role in the customer experience. Put some thought into what kind of experience your ecommerce packaging will create and how it will impact the buyer’s perception of your brand. For example, if you’re an eco-minded business, use eco-friendly materials. If your brand is minimalist, your packaging design should be too. If your product has a unique sourcing story, showcase it on your packaging.
If your ecommerce package is just another brown box, it’s not likely to trigger the kind of emotional reaction that makes people feel connected to your brand and builds loyalty. Make it more memorable by opting for a custom packaging design that stands out and also reflects your brand values. Branded ecommerce packaging should tell your brand story in a unique and impactful way. Aesthetic elements like your company’s logo and visuals (fonts, color pallet, imagery, etc.) should be consistent. Small touches matter too, like replacing clear tape with branded tape for better brand recognition. Anything you can do with your packaging to boost consumer interest in your brand will help boost sales.
2. Sustainable Materials
While online shopping offers lots of benefits (ease and convenience for buyers, expanded reach for sellers), it does generate a lot of waste. That’s why many shoppers are actively looking to reduce their environmental impact by buying from eco-friendly brands. Recent data shows that around the world, consumers are increasingly opting for products that use sustainable packaging, even if it costs more. In fact, 82% of consumers are willing to pay more for products that are packaged sustainably, with younger consumers the most willing at 90%.
To tap into this desire and increase market share, opt for recycled or easily recyclable materials like cardboard and try to minimize the amount of materials used. Consider a ships-in-own-container (SIOC) option, like this one we designed for No Toil air filters. Depending on what you’re selling, you may be able to use a package that’s reusable or refillable, reducing your carbon footprint while earning bonus points from eco-minded shoppers. It’s also important to clearly label sustainable packaging as such, so shoppers know that you’re doing your part for the environment. Those who are using the spending power for good will be more likely to buy your product.
3. Innovative Design
Traditional retail packaging is designed to sit on the shelf, which means it has to be a certain size and shape. Ecommerce packaging isn’t limited in this way, opening the door to innovation and creative packaging design. While it does still need to protect your product, ecommerce packaging can play a larger role in creating a memorable brand experience, starting with the unboxing experience. Consider how customers will open the package when it arrives, and take advantage of every touchpoint. Add relevant messaging on both the outside and inside of the package, for example, and use elements like magnetic closures, customized inserts and higher-quality materials for a luxury feel.
To deepen customer engagement, you could include a personalized, hand-written note or a discount code for their next purchase. Or you could add interactive elements like a QR code that connects customers to relative content or your social media accounts. Check out the package we designed for 7 Points, which uses a QR code to share product information digitally, better serving buyers while also reducing waste.
4. Exceeding Customer Expectations
With customer expectations higher than ever, standing out in the crowded ecommerce market is harder than ever. No matter what you’re selling, consumers today expect easy online shopping experiences, fast shipping and for their product to arrive undamaged and as described. Meeting these expectations is table stakes. Going above and beyond to exceed customer expectations helps drive retention and loyalty, and can turn regular buyers into brand ambassadors.
Exceeding expectations when it comes to ecommerce packaging is all about finding unexpected ways to surprise and delight. For example, you could incorporate extra bold imagery or funny messaging on your package. Or come up with a design that lets customers turn the package into something else and reuse it. You could personalize the experience by including a hand-written thank you note or a free sample of another product you think they might like. The key is to think about your ecommerce packaging design in the context of your overall product/brand experience, and do everything you can to make it satisfying, memorable and valuable.
How Ernest Can Help Businesses with Effective Ecommerce Packaging
The Ernest Design Studio and our team of off-the-shelf solution experts are well-versed in today’s packaging trends and ready to offer ecommerce packaging tips for your unique needs. We would love to help you think outside the box and come up with a creatively branded package that serves your customers, and helps you create the kind of memorable brand experiences that drive loyalty and revenue. Let’s talk about what kind of custom ecommerce packaging design will work for you.
