Packaging Considerations: Online vs. In-Store
Consumer shopping habits have been shifting, and many retailers are putting a greater focus on e-commerce. Three-quarters of consumers worldwide report shopping online at least once a month, and packaging now plays different roles depending on whether a product is sold online or in a physical store. While the end goal remains the same—to safely transport products to consumers—the journey and challenges are significantly different.
E-Commerce Packaging Considerations
In the world of e-commerce, the primary function of packaging is protection. Your product could be handled up to 20 times before it reaches the customer, according to DHL. Unlike retail packaging, e-commerce packaging must endure unpredictable shipping conditions, often with multiple carriers involved. Leading online retailers may require up to 18 different drop tests to ensure durability. If your product is fragile, temperature-sensitive, or irregularly shaped, the packaging must be tailored to address those risks.
That said, protection is only the beginning. Packaging in e-commerce also contributes to the customer experience. The unboxing moment has become a marketing opportunity, especially for audiences online. Packaging should be easy to open, simple to repack for returns, and recyclable through standard curbside programs. For businesses, packaging should also be optimized for quick assembly to streamline fulfillment operations.
Retail Packaging Considerations
In a brick-and-mortar environment, packaging is all about shelf appeal. Products must catch the shopper's eye and communicate value instantly. Your packaging needs to clearly show what the product is, who it’s for, and why it stands out—all within a few seconds. This means clear labeling, effective use of color and imagery, and structural design that fits your brand.
Durability is still important but for different reasons. Retail packaging must withstand shipping to the store and regular handling by shoppers, but it also needs to be easy for consumers to carry home. Shoppers won't have dollies or carts in every case; they may rely on shopping bags or just their hands. Stackability, shelf footprint, and display environment also influence how effective your packaging will be in-store.
Tailoring Packaging for Your Product
Every product category comes with unique demands. Electronics need superior protection, food and beverage items often require temperature and freshness control, while cosmetics must look luxurious and appeal to aesthetics. Viking Packaging specializes in crafting solutions for a wide variety of products. When it comes to balancing protection, branding, and customer experience for both e-commerce and retail channels, Viking finds a way!
Whether your product is shipped directly to a doorstep or displayed on a retail shelf, packaging is your brand's first impression. Understanding the differences between online and in-store packaging considerations helps ensure your product stands out—and arrives safely—wherever your customer is. Our expert team can develop a solution that meets shipping standards, satisfies consumer expectations, and highlights your brand. Contact us to get started today.