Beyond the Box: How Smart eCommerce Packaging Turns Unboxing into a Brand-Building Moment

The importance of the unboxing experience for customers 

With physical retail having a huge emphasis on the instore experience, similarly, we all know that for eCommerce brands it is all about the online experience, which includes the experience from ordering all the way up to receiving their beautifully packaged product.  

With eCommerce brands challenged to not just reach new customers but keep them, turning them into long standing advocates of the brand, packaging becomes a big key. While any store can ship a product, it is only the stand out brands that create meaningful unboxing experience customers want to share.  

So why is it important for this experience to be impactful, and how does it make a difference to eCommerce businesses and their customers? 

Let’s explore the reasons why this matters in more detail!  

How Packaging Drives Retention and Repeat Business 

Think back to your own experience. Would you reorder from a brand that delivered your items in a damaged and generic box? Or from one that arrived on time, with custom colours, crisp logos, and a thank you note nestled inside a perfectly sized shipping box? 

Not surprisingly, 52% of online shoppers say they are likely to make repeat purchases from brands that deliver premium packaging experiences¹. When a packaging experience is underwhelming and potentially does not match the premium price they have paid for the product, whether it is a premium bottle of gin, or a new pair of silk pyjamas, the experience is likely going to feel disjointed and potentially dampen what should be a joyous and exciting moment. Understandably, this is going to have an impact on loyalty and repeat purchases.  

It is for this reason that brands who invest in standout ecommerce packaging boxes see higher retention rates, with customers returning not just for the product, but for the premium delivery experience. Leading names like LVLY and Mecca chose Boxes To Go to design and deliver their custom branded packaging with an understanding that every unboxing is memorable and reinforces the brand connection. 

Brand Connection and Social Sharing Through Ecommerce packaging 

Buyers are increasingly prioritising connection to brands, ensuring the brand aligns with their values and expectations, and this is hugely impacted by social media and user generated content. Therefore, ecommerce packaging becomes much more than just protection of the product. 

Can you think of a time you saw one of those scroll-stopping unboxing videos on Instagram or TikTok? They are there for a reason. 40% of consumers say they'd share an unboxing on social media if the packaging feels premium or unique². Further to that, 77% of consumers say user generated content directly influences their decision to purchase³ over traditional brand-created content. 

Customers who feel delighted by an authentic, branded unboxing experience are more likely to share on social media, increasing your brand’s reach and reputation organically. 

Consider that for every one customer who shares your branding, you could be reaching another 1,000! 

Packaging Functionality and Balancing Design with Practicality 

Branding is important, but smart boxes for ecommerce aren’t just about the aesthetic appeal. They also need to stack, travel, and store efficiently, while protecting your product through every stage of delivery. Solutions need to be easy to open, sturdy enough for shipping and optimised for your unique needs, whether you require personalised shipping boxes for delicate wellness products or tough delivery boxes for bulk orders. 

Branded eCommerce Packaging Tips 

So, how exactly does an eCommerce brand develop the perfect, and most cost-effective, branding experience through packaging? Here are our top tips:  

The Power of personalised shipping boxes and Packaging Inserts 

Thoughtful inserts transform packaging from transactional to personal, by welcoming the customer into your brand’s world. Some great examples are in the beauty industry, where inclusions of product samples and handwritten welcome cards, tightly tied to each customer’s order, helps connect the customer to the brand creating a memorable experience that will likely drive repeat purchase and increase the customer lifetime value.