One of the most focused trends in packaging these days is e-commerce, which has helped brands build closer connections with consumers. Forbes recently reported findings that nearly a quarter of all retail purchases will occur online by 2026. Here's why e-commerce packaging holds great importance to brands today in relation to how products are handled in their journey from the warehouse to the customer.
Challenges to Reaching Customers Online
Even though e-commerce keeps growing at an impressive rate, many consumers are very careful in the brands they choose to do business with online. They want to make sure they are dealing with legitimate organizations and not fly-by-night operations disguised as big entities. By investing in custom mailers and email campaigns, brands can demonstrate their devotion to specialized e-commerce packaging solutions for their target markets.
It's a given that the purchasing process must be simple for consumers, or they may abandon their online shopping carts during a speed bump. Just as important, the consumer must know that the distribution process from the warehouse to their front door must be handled with care every step of the way. One way a brand can gain the trust of consumers is to show pictures of the supply chain process or describe in detail how the product is safely delivered to their home.
It's advantageous for brands to provide online tools for customers to track their purchases and deliveries. Offering online shoppers a simple app to track delivery times can go a long way in building repeat business.
Expectations for E-Commerce as the New Normal
The growth of e-commerce around the world is more than a trend, it's a signal that digital transformation is influencing all industries. The more digital a brand becomes, the more it can track its ecosystem and make adjustments to inefficiencies that trigger customer complaints. Since the pandemic of the early 2020s when e-commerce skyrocketed to accommodate stay-at-home culture, consumers have become used to speedy deliveries of online purchases.
Increased demand for ordering products online has forced manufacturers to rethink how products are packaged. The need for faster distribution compared with last century means packaging must be more protective than ever. While digital tracking reduces the chances of stolen inventory in a warehouse, the increase in speed requires more robust packaging to avoid damage that may result from faster transport.
Handling E-Commerce Returns
Returns should be viewed by manufacturers and retailers as opportunities to improve customer relations. It gives them a chance to evaluate various shipping box formats that allow for consumers to easily return items. Refusing to accept returns can be a recipe for a shrinking market.
When consumers have a bad experience with an online purchase, they don't forget easily. A significant number of online shoppers now post complaints on social media and review sites about brands that make e-commerce difficult. Then they move on to an alternative brand that is just clicks away.
Consumers now recognize convenient e-commerce packaging strategies as part of positive purchasing experiences. They understand that if they need to return a product, the brand should provide easy shipping solutions. One of the reasons why metal packaging is great for online purchases is because it ensures a product will remain in the same condition when it moves from one place to another.
How E-commerce Packaging Will Evolve
No longer considered an afterthought to marketing, e-commerce is now viewed among brand leaders as essential to financial success. There is no end in sight to the growth of e-commerce in the coming years. The global e-commerce market is expected to approach $8 trillion by 2027, according to Forbes. Brands that are hesitant to join this extensive seachange in business may be left behind in the competition.
At the moment, Amazon represents over a third of e-commerce sales with its commanding market share. Other leading brands selling online include Walmart, Apple and eBay. It's important for packaging designers to study why these companies have been so successful at digital transformation. Part of this success can be attributed to development of seamless bonds with consumers through painless online experiences.
E-commerce packaging must be strong and durable enough for the customer to be satisfied that the product is well protected in the delivery process. Using metal containers, particularly tinplate, for packaging online products, helps gain consumer confidence that the brand handles its shipments with extreme care.
