Why e-commerce packaging design is crucial for online brands in 2024

It’s 2024, and you’re absolutely shopping online more than in person, right? Since this is the typical route for consumers these days, you might think that e-commerce packaging design isn’t as important for online brands. After all, there’s no need to compete for shelf appeal when there’s no physical shelf, right? Wrong! 

For online brands, product packaging design is not only still relevant—it’s *even more* important. But how can this be? Why can e-commerce packaging design make or break your brand in the digital marketplace? Find out!

first impressions are everything in ecommerce packaging design

When shopping online, customers can’t physically pick up your product, feel its quality, or get a sense of its materials. They rely solely on what they can see. This means your e-commerce packaging design, as displayed in product photos, becomes one of the most critical touchpoints for building trust and signalling quality. 

The moment someone lands on your product page, they’re sizing up your product—using only their eyes. The design, the colours, and the textures you communicate through your packaging, all come together to make a strong first impression. If it doesn’t look appealing or communicate quality, it could be a lost sale before they even finish scrolling. Remember, you want to make sure your product is enough to stop the doom scroll, IYKYK!

social media is the new product aisle

In 2024, social media marketing is where customers discover, evaluate, and are influenced to make purchases. Your e-commerce packaging design is a huge part of that. Think of Instagram, TikTok, and YouTube (maybe even Threads!) as the new storefronts. People scroll through curated feeds of aesthetically pleasing product photos, unboxing videos, and influencer reviews—and your packaging is front and centre in all of it.

The brands that nail their packaging design create shareable moments. A sleek box or a unique unboxing experience isn’t just packaging—it’s marketing. Whenever someone posts an unboxing video or shares a product photo, they ‘re showcasing your brand identity to hundreds or even thousands of potential customers. And all of that comes down to the strength of your packaging design. This is what makes your brand memorable, customers need something tangible to remember your product name, they won’t just remember it for the name itself. 

it’s all about the unboxing experience: from purchase to experience

For e-commerce brands, the unboxing experience is the first physical interaction a customer has with your brand. Think about that—it’s the moment when your product goes from a digital transaction to a real-world experience. That’s huge, and let’s just note here, that you HAVE to deliver the quality you’ve been shouting about online!).

Well-designed packaging transforms this moment from something routine into something memorable. It’s not just about getting a product in a box; it’s about creating a feeling, an experience. A thoughtful unboxing experience builds anticipation and excitement, leaving a lasting impression that can lead to customer loyalty and repeat purchases. And don’t forget shareable content, if your product packaging design is aesthetically pleasing, people want to share it with their friends (aka your potential new customers!). Social media users often look for Instagram-worthy packaging to feature in their content.

packaging design tells your brand story

Brands have to work harder online as there is so much more noise distracting from your vibe, therefore your packaging plays a crucial role in telling your brand’s story. Whether you’re positioning yourself as a luxury brand or a sustainable one, your packaging design needs to reflect that.

For example, if sustainability is a core value of your brand, using eco-friendly materials in your packaging should be a no-brainer. The visual and tactile aspects of your packaging need to speak to that commitment before a customer even opens the box. Let’s not forget here, that greenwashing is not acceptable, make sure you follow through on your values and not just try to appeal to the masses interested in the eco-friendly and sustainable solutions angle! 

Similarly, if you’re selling high-end products, your packaging should feel premium—think textured materials, clean design, and elegant details. It’s all about aligning your packaging with your brand identity to enhance the online customer experience.

building loyalty through brand design

Competition is fierce, customer loyalty isn’t a given—it’s earned. One way to stand out (aka, be original) and keep customers coming back is through well-thought-out product packaging design. It’s not just about housing your product; it’s about enhancing the overall experience. Not only that, it’s real estate for you to explain the value of your product, and answer all the burning questions your consumer may have! 

A unique or functional packaging design doesn’t just protect the product—it elevates it. When a customer has a great unboxing experience, they associate that positive feeling with your brand, making them more likely to return for future purchases. Plus, it gives them a reason to talk about your product with their friends or share it online—free word-of-mouth marketing that you can’t afford to miss!

the bottom line: packaging is more than just a box in e-commerce

E-commerce brands can’t afford to ignore product packaging design (and overall brand aesthetics for that matter!). Even though customers aren’t picking up your product off a shelf, they’re still making split-second judgments based on how your product looks online—and how it feels once it arrives.

Since people are buying with their eyes and sharing their experiences online, your e-commerce packaging is a crucial part of your brand's story. It’s your silent salesperson, your social media star, and your customer retention tool. Make it count!!

Ready to build a brand that counts? Let’s work together to create a brand identity and deliver exceptional product packaging designs to your customers that is not only visually stunning but also deeply meaningful and impactful. Contact us today to start your brand design journey with a focused and dedicated approach for outstanding results.

Found this blog engaging? Dive into more insights on the benefits of investing in your branding! Check out our related blog on the importance of the unboxing experience. Expand your branding knowledge and stay ahead of the competition.