5 reasons your eCommerce packaging isn’t hitting the spot with consumers

 

First impressions count, no matter the size of the package! In fact, nearly half of UK shoppers say packaging plays a big role in their unboxing experience (Internet Retailing).

At Saxon Packaging (part of the Smurfit Kappa Group), we're all about helping brands and businesses shine online, and we’re dedicated to helping you deliver ‘out of this world’ unboxing experiences. As your go-to packaging pros, we use market insights to craft custom, planet-friendly and cost-effective packaging solutions that hit the sweet spot of consumer wants and needs.

We’ve scoured the latest eCommerce packaging trends, and discovered five reasons why your packaging isn’t hitting the spot with consumer expectations.

• You’ve overcomplicated the packaging design
• It’s lacking the personal touches
• It’s not ‘smart’ enough to interact with tech-savvy shoppers
• Consumers find it difficult to open or return
• You’re lacking a sustainability focus
• Conclusion

1. You’ve overcomplicated the design

Your packaging needs to wow your target market, but it won’t if it’s too complicated. A whopping 32% of consumers say that clear, consistent messaging is a must (Forbes), and 72% say packaging influences their buying decisions (Ipsos). This shows just how important it is to have packaging that speaks to your target audience.

 

We’ve all heard ‘less is more’, and many eCommerce brands are loving the trend of minimalistic packaging. By focusing on simple yet striking designs - which includes using fewer materials, embracing reusable packaging, and optimising package shape - brands can cut waste and shipping costs.

Plus, you can showcase your brand with custom logos and colours without compromising on quality. Keep it sleek and keep your customers coming back for more.

2. It’s lacking the personal touches

Did you know that 62% of unboxing video viewers are eyeing up the product because they plan to buy it (Internet Retailing)? That’s how crucial the unboxing experience is. When done well, it can be enough to encourage consumers to share their experience on social media and with friends.

Considering 87% of people use social platforms to make shopping decisions and 55% of smartphone shoppers purchase a product after seeing it on social media (Modern Retail), your packaging has to impress.

 

Personalised packaging is where the magic happens. When someone receives a unique, customised package, they’re more likely to share it, building brand loyalty and boosting visibility. Without personalisation, your product might just blend in. But with today’s tech advancements, brands can offer custom packaging that truly stands out.

This is perfect for new businesses looking to make a name for themselves in the market, but also for established brands wanting to boost their recognition and awareness. After all, 74.7% of consumers are more likely to make a repeat purchase from brands that feel more personal (IMRG).

3. It’s not ‘smart’ enough to interact with tech-savvy shoppers

Over half of brands consider smart packaging as key to educating customers (Packaging News), but many still miss the mark of meeting consumer expectations. Smart packaging can make a huge difference to the customer experience by offering valuable information like product care tips or instructions in a fun and seamless way.

 

As technology continues to evolve, so does eCommerce packaging. Brands are increasingly using Augmented Reality, QR codes and NFC tags for easy tracking, better customer engagement and product authentication. This is something that consumers have come to expect, with 86% approving of brands using artificial intelligence in 2023 (Forbes). Technology is making packaging smarter, more informative, and convenient for customers.

4. Consumers find it difficult to open or return

Today’s shoppers are receiving more packages than ever, with a staggering 3.6 billion parcels shipped in the UK in 2023 (Statista). With so many parcels to handle – and some needing to be returned - consumers are all about convenience and hassle-free packaging. That’s why many savvy businesses are switching to easy-to-open, resealable, and easy-to-return packaging to amp up customer satisfaction.

Why does this matter? Difficult-to-open packaging can be a real pain, sometimes literally! Consumers often resort to sharp items to open stubborn packages, risking injury and potential damage to the product. Also, ensuring that packaging is accessible is an important part of making sure a brand is inclusive to all.

 

In our fast-paced world, it's not enough to just have a good returns policy - you need to embrace easy-to-return packaging as it’s becoming a must for modern consumers who crave convenience. With 60% of consumers prioritising a smooth shopping experience (American Express), making returns effortless helps to build loyalty and encourages repeat purchases.

5. You’re lacking a sustainability focus

Environmental responsibility is a hot topic for customers, with 52% prioritising sustainability and 42% of drinks consumers ranking recyclability as their top concern (Bacardi). To put it simply, people are actively choosing responsible brands who are transparent about their commitment to a better planet. To align with consumers’ expectations, businesses need to demonstrate what they are doing to tackle their impact on the environment. In fact, 75% of consumers prefer brands that offer green or sustainable products, and 49% of shoppers said they would pay more for sustainable packaging and delivery (Deloitte).

 

Beyond benefitting the planet, packaging has become a powerful physical touchpoint for brands to communicate their social responsibility. With 40% of consumers looking for businesses that show authenticity (GWI), brands are now using packaging to highlight their commitment to the environment and social causes. Whether it’s about going green, supporting communities, or improving working conditions, companies are putting their values front and centre of their packaging to show they care about making a difference.

Room for improvement?

Is your eCommerce packaging missing the mark? It’s time to level up – and we’re here to make it happen! At Saxon Packaging, we know what consumers want and can craft packaging that not only protects your products but also champions sustainability. Plus, we'll make your brand shine with an unforgettable unboxing experience. Let us review your current packaging and discover the perfect solution to any challenges you're facing.

Get in touch with us today.