5 Big ecommerce packaging trends to look out for in 2024
The packaging world keeps evolving.
In recent years, the main trends we have noticed in ecommerce packaging are sustainability, eye-catching innovation, customisation and packaging inserts. Let’s take a closer look at each of these:
Sustainability
Eye-catching innovation
Adding value
Customisation
Packaging inserts
1. Sustainability
We believe that only companies that invest in sustainability will be successful in the future. As such, we’re super happy that packaging is having a small sustainability revolution.
Not only are there many new innovative sustainable packaging companies popping up, the veterans of the industry are also offering more and more solutions.
And the consumers are ready for it. Even as recession looms, the consumer trend is clear. A recent research report showed that despite the rising cost of living, many western Europeans (61%) would still consider paying more for sustainably packaged products.
“I'm very excited to see new materials starting to disrupt the packaging space. Plastic has been a cheap and easy go-to for years now - but as we know, it's a costly solution for the environment.
Wool, mushroom mycelium and plant-based liners are some of my favourite trends at the moment as they are such unique solutions for a very large problem.”
— Darcy Ogdon-Nolan, Founder & Owner of The Bircher Bar
2. Eye-catching innovation
While there have been a lot of innovations in the packaging industry in recent decades, an exciting trend is designing the innovation in a way that really stands out.
For example, Flexi-Hex makes protective packaging that has a patented honeycomb design. In addition to being sustainable, it looks pretty cool.
Have you ever received clothing you ordered online in packaging that you had to roll open? If you have, it’s likely it was Rollor’s patented packaging.
Bigger brands have also started investing in innovative packaging that suits their products and brand best. One solution visually similar to Rollor Packaging is the Patagonia Packaging System.
Some other eye-catching examples include wrapping for bottles that’s made of straws and wooden springs and “wooden fabric” for wrapping.
3. Adding value
Keep an eye on the rise of reusable and dare we say, ‘helpful’ packaging in 2024. It’s where where functionality meets creativity.
It’s one thing to have aesthetically pleasing packaging, but it's another level when it also can be reused or is useful to you in any other form.
We’ve seen this trend across the board in packaging: from a luxury rum brand that encourages re-using the bottle as a vase to our own re-use options for Wool Envelopes.
Pictured: Wool Envelopes with Binocle’s logo print
4. Customisation
As every layer of packaging is a part of the customer experience, companies increasingly invest in customised ecommerce packaging. It can be something as simple as a printed logo or full-on with fully colored and patterned boxes combined sealed with branded tape and decorated with stickers.
Customisation can help highlight your brand’s values, as well as colours, logos and illustrations as you wish.
5. Packaging inserts
Packaging inserts are another exciting way to add character to your packaging. Even more, such inserts can help you stand out and provide a delightful surprise to your customers.
These can be thank-you notes, discount offers, sticker sheets or even small sample products. When coming up with a packaging insert for your company, think about what you can include that would actually provide value to your customers.
StickerMule is brilliant at branding. Their packaging inserts are signed by the staff member that worked on the order–sweet and personal!
On the reverse of the insert, there’s a call to share your order on social media. Nice little nudge to help with word of mouth!
One recent example of packaging inserts comes from Uniqlo — the promotional one is a fun scratchcard with which you can win more products. Sent during their “Arigato festival” which happens around the usual Black Friday sales, it’s a token of thanks and appreciation.
The other packaging insert is a more practical one, a leaflet to help with returning products. But if you look closely, it also has a clear marketing push: write a review for the items you shipped and you may win a new Uniqlo product!
The future of ecommerce packaging: sustainable, bold, and customised
Ecommerce packaging is seeing a push towards sustainability, standout innovations, customisation, and engaging packaging inserts.
As a retailer, you have to choose which trends to ride and which ones don’t match with your brand values. After all, ecommerce packaging might be the first physical touchpoint the customer has with your brand.
P.S. If you liked this article, you will looove this ecommerce packaging teardown based on a random sample of 42 parcels.
