The pandemic-driven surge in e-commerce sales has resulted in an increased number of packages crossing the threshold of people’s homes — and packaging is a critical component as the e-commerce industry continues to expand at unprecedented rates. Packaging for e-commerce is more than protecting and preserving the product. It starts with a deeper understanding of the consumer lifestyle trends and behaviors, as well as retail shifts that influence and impact the consumer experience.
For the consumer, the distinction continues to blur between brick-and-mortar retail and e-commerce. As consumer reliance on smartphones increases, micro-moments (turning to a device to act on something) impact how consumers shop. According to the Harvard Business Review Analytic Services report on the shopper journey, what starts as a micro-moment often leads to engagement with other channels. Based on comScore’s Local Search Study, most purchases following a mobile search happened not online but in a physical store (73%) or via a phone call (16%). These blurred and changing channels impact packaging, and if the packaging fails, that influences the consumer’s positive, seamless shopping experience and puts brands at risk.