How to Prepare Your Packaging For E-Commerce

By now, we know that e-commerce is here to stay. Whether your brand was forced into selling your products online due to the pandemic, or you’ve been building your online presence for years, e-commerce is not to be ignored.

So, how do you prepare to sell your products online?

Well, we’ve got you covered when it comes to packaging. Here are some things you need to consider when preparing for e-commerce:

Brand Presence

Selling your product online means that potential customers are more likely to check your website, social media channels and look through reviews before deciding whether to make a purchase or not. Therefore, it’s important to make sure that everything is up-to-date and active so that potential and current customers can build a connection with your brand.

It's also essential to note that COVID has significantly increased consumer anxiety, and customers are looking for reassurance from the brands they’re purchasing. They need reassurance that the brands are being transparent in sourcing and packaging practices, and they need to know that they’re buying from a brand that cares about them. Again, your website and social media are ideal platforms to share this message.

Differentiate Your Packaging

Standing out on-screen is different from standing out on the shelf. Although a good design is visible from a picture or in-person, images don’t always translate specialty finishes properly or texture in the same way. Here are some tips to differentiate your packaging from competitors:

• Stay on top of trends. Whether you choose to stay on-trend or try something different, it’s still important to know what to expect from other brands like yours.
• Check in with your branding. Does your packaging need a redesign? Check out our detailed post to see when a redesign might be necessary for your brand.
• Make your packaging convenient. Convenient and portable packaging has been a trend for the last few years, and it only continues to grow in popularity, given the current emphasis on hygiene. This is an easy way to add value to your packaging and could be a deciding factor between your product and a competitor’s.

For more information, check out our recent post for a brief breakdown on how to stand out online and add value through your packaging here.

Protective Packaging

Delivering your product directly to a customer’s door means that your product will encounter more touchpoints before it gets to the customer than if it was purchased at a brick-and-mortar store. This may require you to think more about how protected your product will be by its packaging, which could mean:

• Barrier Protection: Depending on what your product is, you may need to consider adapting your barrier properties for a longer shelf-life.
• Materials & Specialty Finishes:  Whether you’re using labels or flexible packaging, it’s important to analyze the materials you use to ensure that they don’t arrive to the customer torn, scuffed, or peeling. Utilizing stronger materials, specialty finishes, or even shrink sleeves in place of labels could be a great alternative, especially when packaging liquids.
• Tamper-Resistance & Traceability:  Now more than ever, consumers need to feel assured that their product has arrived to them without interference. Integrating functions like tamper-evident shrink seals or labels, tear notches, or child-resistant zippers into your packaging can add an extra level of security for your customers.

Although restrictions are easing and online purchases are slowing compared to last year, it’s anticipated that we will consistently see higher levels of online shopping than there were pre-pandemic. With many brands dependent on e-commerce for survival, especially during the pandemic, it’s imperative to understand where and how to adapt for success in the e-commerce space.

Check out our recent posts on e-commerce:

• E-Commerce and the Alcohol Industry
• E-Commerce and the Beauty Industry
• E-Commerce and the Food & Beverage Industry
• E-Commerce and the Pet Care Industry
• E-Commerce and the Sports Nutrition Industry
• Packaging Liquids for E-Commerce

For more information, contact our team of experts here or request a quote online today!