It’s no secret that e-commerce is growing — Amazon shipped over 5 billion items worldwide in 2017, and announced that Prime members purchased more than 100 million products on Prime Day alone in 2018. The e-commerce channel itself grew 16% in 2018. With the surge of online shopping outlets, brands have opportunities to reach consumers like never before.
However, the channel’s rigorous supply chain poses unique challenges for brands and packagers, with the average package dropped 17 times before arriving at a consumer’s door, and the channel having about four times as many touch points than other channels.