How does packaging impact the customer experience in E-commerce?

Shopping online is about much more than clicking on a product and confirming payment. The customer experience continues until the parcel is in their hands, and packaging becomes the first physical touchpoint with the brand. It not only ensures the product arrives safely, but also creates emotions that directly influence the desire to return and buy again.

That’s why, in this article, we’ll explore how packaging shapes the customer experience in e-commerce and how smart solutions can become a competitive advantage for any brand.

Packaging as the brand’s calling card

The customer’s emotional perception is shaped not only by the product itself, but also by how it is presented. For example:

◼️ Neat, carefully designed packaging builds trust and reinforces brand values.
◼️ Plain or damaged packaging has the opposite effect — even if the product is high quality, the customer may feel disappointed.

Today, packaging design and quality serve as a marketing tool. It helps brands stand out in a crowded market and create a “wow” moment when the customer opens the parcel. In one study, 60% of consumers said they would be unlikely to make a repeat online purchase if they received a poorly packaged product. This clearly shows that packaging quality is one of the key factors influencing customer trust and loyalty.

Practicality and protection — the core job of packaging

First and foremost, packaging must fulfil its basic function — protect the product during transport. Damaged goods cause not only costs for the company but also the loss of customers. According to Packnode, 62% of European online shoppers received damaged parcels in the past year, underscoring the need for more effective protective packaging solutions.

That’s why more and more companies use solutions such as air pillows and protective film, which provide effective protection, secure cushioning, and avoid unnecessary material use.

Such protective packaging helps to:
◼️ Reduce the risk of damage
◼️ Decrease product returns
◼️ Optimise costs by lowering loss rates

Sustainable and eco-friendly packaging

Consumers increasingly choose brands that think about the planet’s future. Here, sustainable packaging — made from recyclable or compostable materials — plays a vital role. A study by Woola found that 60% of consumers cite sustainable packaging as a factor that encourages them to shop with a brand, linking packaging quality with environmental responsibility and consumer expectations.

Companies that adopt eco-friendly solutions gain more than just a “green image”:

◼️ Lower logistics costs thanks to lighter, more efficient packaging materials.
◼️ A broader reach, especially among younger customers who prefer responsible shopping experiences.
◼️ Stronger customer loyalty.

For example, statistics from the United Kingdom show:
◼️ 76% believe the online retailers they buy from use eco-friendly packaging.
◼️ 21% say they would not buy from a retailer that doesn’t use sustainable packaging.
◼️ Gen Z consumers are three times more likely than Boomers to stop buying from a brand that ignores sustainability practices.
◼️ 73% don’t want to pay extra for sustainable packaging, but those who would are only willing to pay up to 5% of the product price.
◼️ 56% say the packaging they receive lacks clear recycling labels or instructions.

The role of packaging in e-commerce deliveries

Unlike physical retail, in e-commerce the customer sees the product for the first time only when it arrives at their home. That’s why delivery quality is directly tied to the packaging used.

◼️ Easy-to-open packaging creates positive emotions.
◼️ Right-sized packaging reduces waste and helps businesses save.
◼️ Attractive design inspires customers to share unboxing photos on social media — free advertising for brands.

How does product packaging build an emotional connection?

Unboxing has become a culture in its own right. On social platforms like YouTube and TikTok, millions of unboxing videos are posted every day. This moment gives businesses a unique chance to create a memorable experience. Research by GWPGroup found that companies focusing on both packaging and the unboxing experience report increases in customer interest and repeat purchases of up to 30%.

◼️ Personalised touches — like a thank-you card or product wrapped in brand colours — make customers feel special.
◼️ Eco-friendly or thoughtfully engineered protective packaging signals that the company cares not only about the product but also about people and the environment.

How air pillows improve E-commerce deliveries

One of the biggest challenges for e-commerce businesses is ensuring products reach customers in perfect condition. Air pillows are among the most effective solutions:

◼️ Keep items stable in the box — they fill voids and hold products in place.
◼️ Reduce damage — for example, PAKFUL air pillows made from 20-micron HDPE film absorb shocks and pressure.
◼️ Simplify logistics — lightweight and compact; stored uninflated to save warehouse space.
◼️ Support sustainability — 100% recyclable materials today.

Choosing the right protective packaging not only safeguards products but also saves costs — especially important for e-commerce businesses.

PAKFUL solutions for businesses

We provide modern, sustainable protective packaging for shipments and help you find the logistics solutions best suited to your business — protecting goods from damage, optimising costs, and demonstrating care for both customers and the environment.

Turn your packaging into a marketing tool

Packaging isn’t just protection — it’s a brand messenger and a vital part of your marketing. Thoughtful, eco-friendly packaging can cut costs, reduce returns, and build a loyal customer base.

If you want to introduce modern and sustainable packaging solutions in your company, get in touch — we’ll help you find the approach that best fits your business model.

Email: veikals@pakful.lv
Phone: +371 26660018