Packaging should protect your product, tell your brand story and keep costs under control. When it fails on one or more of those fronts, it becomes a real business problem: unhappy customers, wasted margin and missed growth. Below are the most common signs ecommerce brands see when their packaging isn’t working, why each issue matters, and practical fixes you can take. real problems, real impact, and real next steps from Boxes To Go.
1. High returns and frequent transit damage
If customers regularly receive dented, scratched or broken items, your packaging is not doing its core job. Damage creates immediate costs (returns, replacements, shipping) and long‑term costs (lost trust, negative reviews and lower lifetime value).
What’s usually going wrong
- Wrong box strength or flute for the product weight and drop risks
- Insufficient internal protection like inserts or secure cushioning
- Oversized boxes allowing product movement during transit
How to fix it
Start with a damage audit: identify which SKUs get returned most and inspect failed packs. Consider protective inserts, tailored moulded pulp or foam, and the right corrugated grade for the job. Right‑sizing helps too, a snug pack reduces movement and the need for excessive filler. Boxes To Go can run short‑run prototypes and drop tests so you don’t gamble with a full production run.
2. Negative customer feedback about the unboxing experience
If customers say your packaging is hard to open, feels cheap, or doesn’t match the product quality, that’s a sign your packaging is undermining the brand promise. Packaging is often the first physical brand touchpoint, it should echo the product’s positioning and create a positive memory.
What’s usually going wrong
- Cheap materials or finishes that contradict a premium positioning
- Difficult closures or excess internal packaging that frustrate customers
- Lack of brand cues, inserts or a coherent unboxing flow
How to fix it
Map the unboxing journey from the customer’s perspective. Remove friction (easy open features, clear tear guides), and add small branded touches that feel premium without large cost increases (branded tissue, a thank you card, tidy inserts). For premium lines, tactile finishes like soft touch or selective varnish can add perceived value, but check sustainability trade‑offs. If you’re unsure what resonates, run a short‑run sample set for customer testing before committing to full production. We can help with design and prototyping.
3. Excessive shipping costs and inefficient pack sizes
Shipping costs can eat margins quickly if boxes are oversized, heavy or not optimised for pallet efficiency. Sending a small item in a huge box is like paying to ship air.
What’s usually going wrong
- One-size-fits-all cartons that waste space and increase dimensional weight charges
- Lack of right‑sizing or on‑demand box cutting to match product dimensions
- Heavy materials used unnecessarily for low-risk items
How to fix it
Audit parcel dimensions and shipping costs by SKU. Right‑sizing pays fast dividends: smaller cartons reduce dimensional weight fees and fit more units per pallet. Consider on‑demand cutting or adjustable mailers for variable product sizes. Boxes To Go ensures right‑sizing and short‑run trials so you can prove savings before scaling. Explore our right‑sizing and eco packaging options.
4. High inventory, storage costs or obsolete packaging stock
If you keep many SKUs of preprinted or pre-made boxes and regularly have leftover variants, your working capital and warehousing costs rise. This also slows your ability to pivot artwork or product changes.
What’s usually going wrong
- Large minimum order quantities and long lead times force over-ordering
- Multiple SKUs with small, unpredictable demand are stocked in bulk
- Pre-printed runs for promotions or seasonal packaging that don’t sell through
How to fix it
Move to a hybrid model: use short runs for experimental SKUs and seasonal variants, and reserve bulk orders for stable bestsellers. Digital printing and fast die‑less cutting options let you produce smaller batches economically and reduce obsolete stock. Boxes To Go can model MOQ trade‑offs and run short‑run pilot orders to minimise risk.
5. Poor shelf presence or weak brand alignment
If your packaging fails to stand out in search results, on shelf or in unboxing content, it may not be communicating your brand properly. Packaging is marketing in a box, if it looks generic, it costs you discovery and conversion.
What’s usually going wrong
- Generic styles and cheap finishes that blend into competitors
- Poor colour consistency due to incorrect proofs or wrong stocks
- Lack of consideration for photography or ecommerce thumbnails
How to fix it
Invest in consistent proofs on final substrates and consider finishes that elevate without overspending. Ensure dielines and artwork are optimised for both physical and ecommerce presentation, including attractive thumbnails for online stores. Short‑run tests allow you to try finishes and check how packs photograph and perform in unboxing videos. Need custom boxes that look great and photograph well? Stay ahead on the packaging trends of this year to ensure a greater brand presence.
6. Sustainability complaints or mismatch with brand values
Consumers increasingly expect brands to use recyclable, minimal and transparent packaging. If your packaging creates confusion about recycling or looks wasteful, you risk losing customers who prioritise sustainability.
What’s usually going wrong
- Mixed materials or non-recyclable windows that make recycling unclear
- Overpackaging that adds unnecessary waste and freight cost
- Insufficient or misleading recycling instructions on the pack
How to fix it
Audit your pack materials and move toward mono‑material constructions where possible. Use deinkable inks, paper-based tapes and recyclable fillers. Communicate clearly on‑pack how to recycle. Small design changes and right‑sizing reduce waste and can be implemented quickly through short runs. Learn about eco options and sustainable materials here.
7. Slow time to market and missed launch windows
If packaging lead times delay campaigns, product launches or promotions, you are losing sales and flexibility. Long tooling and print cycles can be a real constraint when market windows are tight.
What’s usually going wrong
- Dependence on long‑lead bulk production and die tooling for every variant
- Complex proofing cycles without a rapid prototyping option
- Lack of a supplier capable of both short‑run trials and scaled production
How to fix it
Adopt short‑run digital production for proofs and test runs to speed approvals and catch artwork issues early. Work with a partner who offers both digital short runs and scaled production so you can prototype then scale with the same supply chain. Boxes To Go are specialists in short‑run and work to remove these bottlenecks.
8. Complexity in packing and fulfilment slowing operations
When packing is inefficient, fulfillment becomes a hidden cost. Complex pack assembly, fiddly inserts or multiple SKUs per pack can slow pick‑and‑pack and increase error rates.
What’s usually going wrong
- Time‑consuming assembly steps and unoptimised pack sequences
- Inserts that require manual placement or adhesive fixes
- Fulfilment processes that don’t match packaging design
How to fix it
Design with fulfilment in mind: consider single‑step inserts, pre‑assembled kits for subscription products and automate where possible. Test pack assembly in the warehouse before committing to a final design. Simple changes in dielines or insert design can reduce pack time significantly. If you need help optimising pack workflow, our team can assist.
Quick checklist: Should you worry?
If you answer yes to any of these, it’s time to act:
- Do you see a higher-than-expected rate of returns or transit damage?
- Are customers complaining about the unboxing experience or pack quality?
- Are shipping costs creeping up because of parcel size or weight?
- Do you have excess preprinted or obsolete box stock?
- Are sustainability issues being raised by customers?
- Are product launches being delayed by packaging lead times?
- Is fulfilment slowed by complex manual pack tasks?
If you answered yes to one or more of these, don’t leave it to chance. Contact Boxes To Go today for an urgent packaging review and practical fixes that protect margins, speed launches and improve customer experience. We’ll prioritise your issue and get you a clear, actionable plan fast.
How Boxes To Go can help
We help brands diagnose packaging issues and deliver fast, practical solutions. Whether you need short‑run prototypes, right‑sizing audits, insert design or scaled production, we provide the technical and production capability to test, refine and scale. Our IECHO SKII digital cutter makes short‑run trials faster and more accurate, helping you trial designs without the upfront risk of tooling.