HOW TO CHOOSE PACKAGING FOR YOUR ECOMMERCE BUSINESS

Choosing packaging sounds like one of the simpler parts of running an ecommerce business.

Then you actually have to do it.

Should you use a mailing bag or a box? Does it need padding? How much does size matter? Is paying more for sustainable packaging worthwhile? And how do you avoid spending more on packaging than you need to?

The right answer is different for every business, but there are a few things worth considering before ordering a cupboard — or warehouse — full of packaging.

START WITH THE PRODUCT, NOT THE PACKAGING

It’s tempting to choose packaging based on how it looks.

Start instead with what you're actually sending.

Think about the product's size, weight, shape and how easily it could be damaged in transit.

A folded jumper has very different requirements from a framed print. Jewellery needs something different again. Books, cosmetics, baked goods and homeware all present their own challenges.

Your packaging has one main job before anything else:

Get the product to your customer in the condition you sent it.

Once you've achieved that, you can think about cost, appearance, sustainability and the experience of opening it.

DON'T USE MORE PACKAGING THAN YOU NEED

Bigger isn't necessarily better.

Using packaging that's significantly larger than the product can mean more material, more empty space and potentially higher postage or courier costs.

It can also mean adding extra void fill simply to stop the product moving around.

At the other end of the scale, squeezing products into packaging that's too small can put unnecessary pressure on seams and closures.

The ideal size gives the product enough room to fit comfortably without leaving lots of unnecessary space.

If you regularly send the same products or combinations of products, it can be useful to identify a small selection of packaging sizes that cover the majority of your orders.

You probably don't need seventeen different sizes.

THINK ABOUT HOW MUCH PROTECTION YOU ACTUALLY NEED

Not every order needs a cardboard box.

Soft, non-fragile products such as clothing and textiles can often be sent in mailing bags. Documents and prints may benefit from rigid or board-backed envelopes. More delicate products might need cushioning or a box.

The important thing is to match the level of protection to the product.

Overpacking every order adds material, weight, cost and packing time.

Underpacking can be considerably more expensive if it results in damaged products, replacements and unhappy customers.

The cheapest packaging isn't always the packaging with the lowest price per unit.

CONSIDER THE WHOLE COST OF SENDING AN ORDER

When comparing packaging, don't look at the price of the packaging alone.

The size and weight of the finished parcel can affect delivery costs, particularly if it pushes an order into a different postal or courier size band.

There are other costs too.

Does the packaging require additional tape? Does it take longer to assemble? Do you need extra protective material inside it? Is it easy for somebody packing 50 orders to use?

Saving a few pence on the packaging itself isn't particularly helpful if it adds considerably more somewhere else.

The useful number is the total cost of getting the order out of the door.

MAKE PACKING EASY

This becomes increasingly important as order volumes grow.

Packaging something once is easy.

Packaging the same thing 100 times changes your opinion of it remarkably quickly.

Features such as peel-and-seal closures can save small amounts of time on every parcel. Packaging that's easy to store, identify and grab from a packing station can do the same.

None of those savings seems enormous individually.

Across hundreds or thousands of orders, they add up.

When testing packaging, try actually packing a few typical orders rather than judging it solely by how it looks.

THINK ABOUT THE CUSTOMER'S EXPERIENCE

Your parcel is often the first physical interaction somebody has with your business.

That doesn't mean you need custom printed boxes, tissue paper, ribbon, stickers, cards and six layers of packaging.

In fact, sometimes less feels better.

Packaging that arrives clean, appropriately sized and easy to open can make a perfectly good impression on its own.

If branding is important to your business, you can introduce it selectively — perhaps through a sticker, printed insert, stamp or branded inner packaging — without necessarily custom-printing every part of the parcel.

Spend where customers will actually notice the difference.

CONSIDER WHERE YOUR PACKAGING WILL END UP

Sustainability claims around packaging can get confusing very quickly.

Recyclable, recycled, biodegradable and compostable aren't interchangeable terms.

If sustainability matters to your business, look beyond the wording on the front of the product and understand what the material actually is and how somebody is expected to dispose of it.

Paper packaging may be widely recyclable, but coatings, adhesives and contamination can affect this.

Compostable materials require appropriate composting conditions, and something described as compostable isn't automatically suitable for home composting.

The best option isn't necessarily one particular material for every order.

Often it's about using an appropriate amount of material and choosing packaging that makes sense for the product and its likely disposal route.

DON'T FORGET STORAGE

This is an easy one to overlook when ordering packaging in larger quantities.

Where are you going to put it?

Boxes in particular can occupy a surprising amount of space. Flat mailing bags and envelopes are considerably easier to store, but large quantities still need somewhere clean and dry to live.

Before increasing an order quantity to get a better unit price, work out whether the saving is worth the space the stock will occupy.

Your cheapest price per unit isn't much of a bargain if six months' worth of packaging is permanently in your way.

TEST BEFORE YOU COMMIT TO LARGE QUANTITIES

If you're changing packaging, test it.

Put your actual products inside. Seal it. Add your normal shipping label. Check how it looks.

For anything particularly fragile or valuable, you can go further and simulate some of the less-than-gentle handling a parcel might encounter on its journey.

You may discover that a smaller size works perfectly well, that something needs more protection than expected, or that a packaging option that looked great online is frustrating to use.

It's considerably cheaper to discover that after buying 25 than after buying 5,000.

KEEP REVIEWING IT AS YOUR BUSINESS CHANGES

The packaging that worked when you sent ten orders a week might not be the best option when you're sending 500.

Your products might change. Your average order might get larger. Carrier pricing can change. You might move premises or introduce a proper packing station.

Packaging should be something you occasionally review rather than a decision you make once and never think about again.

Look at which sizes you're actually using, where damage occurs, how much packaging you're holding and whether you're regularly using additional materials to make your existing packaging work.

Sometimes a small change can make the whole packing process simpler.

GOOD PACKAGING IS MOSTLY ABOUT GETTING THE BASICS RIGHT

You don't need the most elaborate packaging to create a good ecommerce experience.

Choose something that's the right size, provides appropriate protection, is practical to pack and makes sense for your product and business.

Then consider the details.

The best packaging often isn't the one your customer notices most.

It's the one that does its job properly, arrives safely and doesn't leave them wondering why their tiny order arrived inside a box large enough for a microwave.