Omnichannel delivery packaging study

Three key components of e-commerce packaging

Packaging for e-commerce deliveries plays multiple, high-impact roles for companies. It shapes the customer experience by protecting products in transit while reinforcing brand identity at the moment of delivery. It’s also often the largest cost component after shipping and labor—one that must simultaneously serve as a visible proof point of corporate sustainability commitments.

Incorporating brand identity into delivery packaging can strengthen recognition and confidence at the moment of unboxing, turning a routine delivery into a consistent extension of the brand experience. Second, rightsizing delivery packages for efficiency helps eliminate excess materials and “empty air,” which can reduce packaging and shipping costs while also improving handling and reducing waste. Third, packaging to meet sustainability commitments brings published charters and mission statements to life through practical decisions—materials, design choices, and process changes customers can see and value.

Across all three themes, the imperative is the same: Packaging decisions should be designed to have an impact on internal cost-to-serve while improving customer experience.

When packaging is optimized for brand , efficiency, and sustainability together, companies can reduce friction for customers (less waste to dispose of, fewer avoidable materials), protect loyalty, and deliver a clearer, more credible story about what the organization stands for. Read our full report to learn more.

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