The Fast Five of
E-Commerce Packaging

Durable

E-commerce products may be handled up to four times more than
packaging sold through traditional retail and, therefore, they need to withstand rigorous conditions and rough treatment. Fragile glass bottles and jars can break. Plastic caps, triggers, and other components can crack and cause leaking. Aluminum cans can dent, making the product inside unsafe and unusable. Broken primary packaging leads not only to replacement costs but also reputational costs. Even cosmetic damage - like scuffs, dents, and imperfections that don’t impact form, fit, or function - can also lead to a negative user experience.

There are thousands of e-commerce-ready stock packaging options that have been put through rigorous testing to assess pressure, vibrations, leaking, temperature control, and impact to simulate potential hazards during shipping. However, not all have been validated to work with a specific product or formulation. Berlin Packaging’s quality and engineering teams evaluate and develop designs that perform properly for our customers’ products, whether they are sent via
e-commerce or pallet.

Berlin Packaging also supplies e-commerce-ready packaging solutions
for every end market, including our proprietary MODA™ system. The MODA™ is designed exclusively for Berlin Packaging customers and is a stock-available polypropylene pump that passes the rigors of ISTA-6 OB protocols for up to 500mL bottles. In addition to meeting e-commerce needs, the pump has a modern aesthetic and a locking pump actuator that reduces product waste. The versatile packaging system is e-commerce indicated for a variety of formulas including hair care, skin care, and more.

Custom design solutions can also help combat unique e-commerce challenges. When online sales increased and leaking challenges arose with The Honest Company’s 70 oz. detergent bottle, Studio One Eleven^® created a package to withstand rigorous e-commerce handling. The inventive structure employs a thick liner to minimize the  assembly gap while ensuring a robust seal, unscrewing threads for secured assembly, and ribs to create a sealing surface that meets the design intent. The closure sits flush on the bottle for a seamless marriage of the two components.

Compliant

Several online retailers and shipping companies have e-commerce packaging guidelines, including Amazon, Walmart, and UPS. Amazon’s mission is to optimize the overall customer experience by collaborating with manufacturers worldwide to invent packaging that delights customers, eliminates waste, and ensures products arrive intact and undamaged. Amazon Packaging Support and Supplier Network
(APASS) is a group of packaging and supply-chain experts who are certified to ensure items warehoused and fulfilled by Amazon adhere to their packaging guidelines.

It is essential to partner with a packaging supplier who understands the ever-changing guidelines surrounding e-commerce packaging. Berlin Packaging has been APASS-certified since January 2019. With extensive knowledge of Amazon’s Frustration Free Packaging (FFP),  Ships in Product Packaging (SIPP), and Prep-Free Packaging (PFP) tiered categorization system and testing requirements, we can help customers with design, development, sourcing support, and more. Our teams analyze, test, verify, and certify packaging solutions to ensure they meet all requirements.

Amazon also prioritizes sustainability with a sustainable packaging initiative that helps customers and the environment. They are so serious about sustainability that if a brand doesn’t comply with their regulations, it could incur fees and up-charges of $1.99 per item. Berlin Packaging’s e-commerce know-how, sustainability expertise, responsive QSD (quality service division), and APASS certification allow us to help resolve problems, prevent waste, reduce costs, and improve the consumer experience.

Impactful

E-commerce packaging needs to be designed not only to withstand physical impact but also to maximize visual impact. Even in the virtual world, packaging can influence consumers’ impression of a brand. In the case of online shopping, consumers can’t handle the package, see the contents inside, or quickly identify the product size. Instead, packaging needs to perform well when viewed on a computer monitor, tablet screen, or smartphone. Brands must consider how a design will look on a white background, as a small thumbnail image, or when displayed next to dozens of other products on an e-commerce site. The Studio One Eleven design teams understand the fundamentals of brand design for e-commerce applications.

Bold colors, unique silhouettes, and custom design elements can help a brand get noticed on shelf and online. The Studio created a custom bottle and label design for Zenwise with e-commerce in mind. The rounded square shape differentiates from conventional round forms with a unique concave shoulder that creates an ownable equity element forthe brand. The bold, black color stands out on retail shelves and digital screens. The label graphics complement the bottle with a clean, fresh white background that pops off the black bottle, and bold color bars quickly communicate the product benefit for easy shoppability.

Simplicity is also important. Minimalism is an ongoing trend in package design, and it is essential in e-commerce when consumers see just a small image. Simple doesn’t have to mean boring. Simple package design often feels more authentic, trustworthy, and premium. It can break through the online clutter and provide visual relief that attracts and engages consumers.

Experiential

Consumers are looking for unique experiences and those that are
tailored to their needs and interests. This is evident in the growth of D2C
subscription programs that allow consumers to try a variety of curated and customized products. E-commerce packaging provides a unique opportunity to create a more robust and memorable user experience. The unboxing process has become increasingly important, especially among younger consumers and social media influencers who post videos opening their packages. The #tiktokmademebuyit hashtag received 15 billion views, demonstrating the power of experience
and discovery.

Secondary packaging and shipping cases can create enticing and memorable engagement that drives trial and promotes brand loyalty. Consider how the package opens – does it create a sense of excitement and anticipation? How is the product displayed – does it feel special and unique? Do the materials and finishes elevate the experience? How can you add an element of surprise for added delight? Berlin Packaging creates inspired secondary packaging solutions for distilleries, personal care brands, and more.

E-commerce also provides opportunities for interactive packaging solutions that elevate the consumer experience. According to GlobalData, one in four Gen Z and Millennials say interactive packaging is a key purchase driver. Packaging with smart features like QR codes and near-field communication (NFC) technology can redirect shoppers to a brand’s website to browse and order products, view tutorials, read and leave reviews, discover ingredient information, learn about a company’s social or environmental initiatives, and more.