As online shopping continues to expand and competition intensifies, e-commerce packaging becomes a vital point of interaction and a way for businesses to stand out. Beyond safeguarding products during transit, packaging plays a crucial role in shaping brand identity and delivering memorable customer experiences. Custom-designed, branded packaging can engage consumers, communicate company values, and shape perceptions from the moment an order is received. In today’s digital market, it acts as a tangible extension of an online retailer’s presence, helping businesses connect emotionally with their audience and foster customer loyalty.

Do Customers Care About Branding and Sustainability? We Have The Data

Whether generic or custom, corrugated (cardboard) boxes are the most used packaging option. The Unboxing Survey 2024 revealed that online retailers used corrugated packaging only 62% of the time. Yet many e-commerce businesses are missing an opportunity to create a memorable experience for consumers.

Data show gaps between what consumers expect and what e-commerce businesses provide. Lack of branding, unclear recycling instructions, and overuse of plastic are leaving customers feeling unheard.

Branding is an opportunity for e-commerce companies to create a memorable identity, differentiate themselves from competitors, and communicate their values directly through packaging. By incorporating unique designs, colors, and messaging on their e-commerce packaging, businesses can help their brand stand out in a crowded digital marketplace. Still, the same Unboxing Survey found that 42% of online retailers still do not use branded packaging; however, respondents in the eCommerce Shipping Experience Study 2025 (Parcel Labs) revealed a higher percentage – more than 60% – do not use branded packaging, both of which underscore a significant opportunity to enhance brand presence.

Consumers have reported enjoying branded packaging. More than half of respondents in the Unboxing Survey said branded packaging would encourage them to buy from the retailer again. While many retailers spend marketing dollars on online advertising and email campaigns that reach only a fraction of customers, branded e-commerce packaging theoretically achieves a 100% engagement rate and generates passive brand impressions among secondary audiences that may encounter the package during its journey.

Another area of customization that consumers desire is clear recycling instructions for packaging materials. More than half of the packaging delivered to consumers lacks clear recycling labeling, even though much of it is recyclable. ​ This represents a missed opportunity for retailers to showcase their environmental credentials and support the circular economy.

It also matters because sustainability is a decision factor for many consumers. A Ryder E-commerce Consumer Study uncovered that eco-friendly packaging was the top factor (61%) for shoppers considering environmental impact. For these shoppers, clear recycling instructions for both internal and external packaging are critical to building brand loyalty.

For some consumers, being eco-friendly means using less plastic packaging. DHL E-Commerce Trends Report reveals shoppers want retailers to use sustainable packaging (53%) and remove plastic or unnecessary packaging (50%). Yet, the Parcel Labs study showed some retailers (43%) have turned to polybags to ship products. While recyclable in principle, polybags are often not accepted by curbside recycling programs in many communities, limiting their recyclability. In contrast, the recovery rate for corrugated boxes hovers around 90 percent. Sustainable packaging can reinforce a brand’s commitment to environmental responsibility.

How Does Custom E-Commerce Packaging Influence Social-First Shoppers?

Social media marketplaces (TikTok Shop, Instagram Shop, Facebook Marketplace) are rapidly reshaping the online shopping landscape. While the trend affects all shoppers, it is most prevalent among Gen Z shoppers. In fact, the DHL survey discovered that 85 percent of Gen Z consumers expect social media platforms such as TikTok and Instagram to become their primary shopping destinations by 2030. Other generations are also shopping on social platforms. Millennials are active on platforms like Facebook (64%) and Instagram (53%) for shopping. Gen X are more cautious, with 1 in 2 using Facebook to shop, but they are slower to adopt other platforms.

These data reflect how these platforms are becoming central hubs for discovering new products and brands, making the shopping experience more social, interactive, and visually engaging. Custom e-commerce packaging offers a unique opportunity, as visually striking, on-brand packaging can encourage shoppers to share their purchases on social media, amplifying brand exposure and enhancing the unboxing experience. Retailers who invest in camera-friendly, personalized packaging not only reinforce their brand identity but also tap into the viral potential of social-first shopping behaviors, helping their products stand out in crowded digital marketplaces.

How Can Custom Subscription Boxes Deliver a Consistent and Memorable Unboxing Experience?

While traditional e-commerce packaging supports one-time transactions, subscription boxes use e-commerce packaging, where consistency, familiarity, and brand continuity directly influence retention. Each delivery becomes a repeated brand interaction, making the quality and predictability of the unboxing experience just as important as the product itself.

Research consistently shows that packaging plays a measurable role in shaping customer perceptions and repeat purchases. According to Dotcom Distribution’s 2023 Packaging Experience Study, 61% of consumers say branded packaging makes them more excited about receiving a delivery, and about half say it increases their likelihood of making a repeat purchase. In a subscription model, those effects compound over time because customers encounter brand packaging in regular intervals rather than just once. Bain & Company has theorized that increasing retention by just 5% can increase profits by 95%, underscoring how repeat experiences, including packaging, affect long-term customer value in recurring models.

Turn E-Commerce Packaging into a Strategic Advantage

If your e‑commerce packaging isn’t reinforcing your brand, guiding sustainable disposal, or supporting repeat engagement, it may be underperforming. Abbott‑Action Packaging partners with online retailers to develop custom corrugated solutions designed for modern e‑commerce and subscription models.

Connect with Abbott‑Action to evaluate your current packaging strategy.