Can custom ecommerce packaging be sustainable?
Here’s the problem: Ecommerce generally has boring, wasteful packaging. Almost every unboxing starts with a cardboard or plastic touch, and in the end, that packaging gets discarded. It speaks volumes about your brand and product — especially in terms of sustainability.
Packaging should remind your customer of the quality of your products, not detract from your brand.
Choosing sustainable packaging is one of the fastest ways to reduce your environmental impact and one of the most visible representations of your brand walking the walk you’re talking about.
In packaging, one size doesn’t fit all
Switching to sustainable packaging isn't just about swapping plastic for something that looks more “organic.” That would be a missed opportunity. Customised, premium packaging can help you create a tailored brand experience and marketing for sustainability.
Cravan Paris packaging solutions
The epitome of sustainable and simplistic packaging can be seen in the high-end cocktail bar and luxury spirits supplier Cravan.
“We were looking for packaging with a hook to bring awareness to packaging waste and be a great conversation starter.” — Enel Kolk, Marketing Director at Kaubamaja
When this department store brand launched a gift set featuring glassware, they hit a wall: too many packaging components, waste, and a lacklustre unboxing journey.
They turned to Woola for an all-in-one, sustainable, protective, and memorable solution. The so-wool-tion that Woola provided them, including Bubble Wool, and Wool Envelopes, was met with enthusiasm from the customers. Many shared their appreciation on social media, with comments highlighting the packaging's appeal. Some customers even repurposed the envelopes creatively, using them as teapot warmers or iPad pouches.
Another conscious lifestyle brand needed a new way to ship its products — a pioneering Swedish biotech company shipping premium probiotics that were getting scratched in transit.
The cardboard mailers didn't offer enough protection, and the layered packaging felt excessive. Woola Envelopes provided the perfect mix of soft protection, premium design, and sustainable appeal.
Their Ecommerce Manager put it perfectly:
"Woola is sustainable and premium. It’s better than plastic, more protective than cardboard, and perfectly aligned with our brand's values.”
- Michael Clyne, Ecommerce Manager at BioGaia
The internationally recognised Imse Stodios also uses Woola to protect their paintings during shipping. Evelina (the creative force behind Imse Studios) stitched our Bubble Wool sheets together to create “pockets.” She slips these onto her paintings to protect them during transportation. After successful delivery, the customers can return the Bubble Wool packing material so that Evelina can use them over and over again. This forms a perfect circular chain, where the cost of sustainable packaging is justified by reusing the packaging, as it is much more durable.
Sustainability and ROI go hand in hand
Customers aren't just advocating for sustainable packaging — they're willing to pay for it. And opening a sustainable product enclosed in bubble wrap... well, that’s just underwhelming and unthoughtful.
Over 60% of Gen Z and Millennial consumers said sustainability is a top consideration in online purchases. 45% said they'd pay 9.7% more for sustainably packaged goods.
What does this mean for you? Sustainable packaging is a win for the planet and your business. Not only can you use custom ecommerce packaging to educate customers and advocate for your values, but you can make a real difference.
Woola customers consistently report:
Increased customer satisfaction.
Less breakage.
More unboxing social shares and mentions.
More substantial alignment with environmental, social and governance (ESG) goals.
“Custom sustainable packaging helps us build a brand that’s all about doing better. And the unboxing experience? That matters, too. Woola makes it feel special.” — André Persson, Creative Director at agood company
Woola’s packaging reflects agood company's commitment to sustainability. Since agood company is a certified B Corp aiming to eliminate plastic entirely, using Woola reinforces their brand story. Customers notice and share sustainable packaging, making it more than just a protective layer. This emotional alignment strengthens brand loyalty, increasing the likelihood of repeat purchases.
"When we announced our switch to Woola, the engagement from our customers was incredible."
André further stated.
What makes packaging truly sustainable? Our 5 pillars
When people think of "sustainable," they often stop at the word "recyclable." But genuine sustainability goes far beyond the recycling bin.
Here are five pillars that you can use to measure the sustainability of your ecommerce packaging:
1. Low environmental impact across the supply chain
Where the life cycle of your packaging starts matters just as much as where it ends up.
We started the company by using leftover wool from UK-based sheep farmers, but we soon realised that the CO2 emissions caused by transporting the wool to Estonia made our brand less sustainable than we had thought.
Sourcing local products allows shorter transport time and prevents a massive chunk of CO2 from entering our atmosphere — perfect for brands that care about Scope 3 emissions.
Before choosing WHAT material you want to use, make sure you can answer the question of WHERE you will find that material.
Woola’s material is renewable, cruelty-free, and locally sourced.
2. Know the origin of materials
Sourcing materials that are just recyclable is not at the top of the Maslow hierarchy of sustainability. We must ensure that the materials we use are circular! Ensuring zero waste is a great strategy to create a more positive environmental impact.
Knowing the origin of materials encourages ethical consumerism and responsible sourcing, helping to minimise negative impacts on the environment and communities.
We formulated the KYW (Know Your Wool) process to ensure accountability in our supply chain.
3. Reusability and recyclability
The most sustainable packaging is the one that your customers don't throw away. This elevates your brand's longevity with the client and creates a circularity in your sustainability cycle.
Our 100% wool Woola Envelopes and other products are designed to be reused or composted — no special bins or industrial facilities are needed. Wool usually biodegrades naturally in under six months in your garden or compost heap with no traces of microplastics or toxins.
Ensuring the packaging you use or buy has another purpose above keeping the initial item safe will ensure repeat customers and brand loyalty, driving up sales and overall brand awareness.
4. Functional sustainability
Many materials sacrifice function for sustainability. They tear, soak, or fall apart in transit, which benefits no one. On the other hand, some brands feign sustainability with self-endorsement, but their products aren’t truly sustainable.
At Woola, we’re focused on creating a sustainable product that actually works — even better than other unsustainable products!
Wool is a naturally durable material, shock-absorbing, fire-retardant, and moisture-regulating. It’s soft enough to keep fragile items safe, and sturdy enough to prevent breakage.
This is an excellent measurement of brand sustainability, as ensuring the safe transit of packages reduces the number of returns, lowering the CO2 emissions caused by package transport.
5. Emotional impact
The sustainability of packaging should be so unique and beautiful that the consumer would want to keep it, reuse it, or re-gift it!
“Bubble Wool feels so luxurious that it encourages customers to return it. People do not think of it as trash after one use. This doesn’t happen with plastic.”
– Evelina Hedberg, Founder of Imse Studios
Creating an emotional attachment to packaging might seem overrated, but it contributes to its circularity. Custom sustainable packaging can also improve the customer experience.
Unboxing is no longer just an afterthought — it's a moment of brand theatrics. Your sustainable packaging is more than good for the planet; it's good for business.
Here's what is trending among today's climate-conscious consumers:
Proof that the brands they support are sustainable.
An emotional experience — brands that carry the same values as them.
An Instagram-worthy unboxing moment.
Customising your packaging can help you tick all these boxes and ensure brand loyalty.
Take your brand from "Jiffy" to "spiffy"
Whether it is small jewellery, electronics, or cosmetics, your ecommerce brand can speak through the packaging your customers receive. Global ecommerce sales are expected to hit $8.1 trillion by 2026. That is a lot of boxes, mailers, bubble wrap, and plastic flooding the earth annually.
What makes Woola different from the wolves in sheep’s clothing? Sustainability is easy to talk about, but difficult to show. With customised Wool Envelopes, your commitment to sustainability will not go unnoticed.
Our solutions are designed with three things in mind:
Protection: Our packaging outperforms plastic or cardboard alternatives in sustainability and function.
Aesthetics: Our textured, minimalist designs are brand-customisable to elevate your unboxing experience and drive social media engagement.
Sustainability: Our materials are sustainable, reusable, and compostable without compromising functionality, premium look and feel, or cost-efficiency.
Our custom ecommerece packaging is made to scale, so we are always ready to grow with your flow and satisfy your consumers with a unique experience.
If you work in marketing, customer experience, sustainability, supply chain, or packaging, your role is critical in changing customers’ mindsets about packaging waste. Today's customers shop with their values. They notice sustainability, crave beauty and delight, and judge your brand by how it appears on their doorstep.
Packaging can be more than a single-use container. Get in touch with our sales team to learn more or request a free Woola sample.