In the customer experience, packaging matters. It’s a crucial part of the buyer’s journey, shaping a consumer’s impression of a brand. Retailers must ask what kind of impact their ecommerce packaging makes. Does it create excitement and a positive interaction? Does it help define brand values and personality? Does it leave a lasting impression?
In 2025, the answers should all be “Yes!” This is because packaging is a visual representation of a retail brand. It should reflect a brand’s identity and work to engage customers while standing out and influencing future purchasing decisions.
To increase the impact of your brand, it’s critical to elevate your ecommerce packaging in 2025. Not sure where to start? Here’s how.
Why ecommerce packaging matters in 2025
As the ecommerce industry continues to grow, so do customer expectations around delivery and the post-purchase experience. This includes packaging and unboxing, both of which have become integral to brand perception and engagement.
When a package arrives, it’s an opportunity to generate excitement. If a product is encased in a blank box or plain white plastic bag, it does little to create a lasting impression. On the other hand, if a visually stimulating package features branded elements, catchy tag lines, or luxe materials, it is impossible not to want to open it. More importantly, it may even inspire customers to record the interaction to share with friends, family, and followers.
Additionally, consumers are making their feelings about packaging and unboxing known. According to recent statistics, they’re looking for luxury, sustainability, and branding.
The experience you create with packaging wields a lot of influence.
- It encourages loyalty and repeat purchases through positive moments that delight.
- It unifies your branding and messaging across the entire customer experience, from marketing to website and social interactions.
- It motivates user-generated content (UGC), transforming happy customers into an excellent marketing team that helps your brand build trust and boost engagement.
The power of unboxing
Unboxing is an unstoppable trend, and a powerful tool for brands.
Not convinced? In 2023, YouTube had more than 25 billion views of videos with “unboxing” in the title. A study by Google indicated that 1 in 5 consumers had watched an unboxing video, and 62% of these people do so when deciding whether to buy a particular product.
If your ecommerce brand isn’t focused on developing a memorable unboxing experience, you’re missing out on:
- Driving brand awareness. Consumers love to share on social media. Unboxing videos can reach a wide audience of viewers, expanding your brand’s reach.
- Strengthening customer relationships. Nothing says we value you like a luxury brand moment. Cultivating a special experience provides a welcome moment of surprise and delight, boosting customer loyalty.
- Enhancing brand reputation. Unboxing gives you the opportunity to prove your mission and messaging. If you talk about the importance of sustainability, show your dedication through packaging and unboxing. If your ecommerce brand promises hyper-personalization, demonstrate this with handwritten notes and personalized offers or rewards.
Packaging is not just about protecting your product, it’s about elevating your reputation.
5 Ecommerce packaging trends to implement in 2025
Ecommerce packaging in 2025 is all about being personalized, sustainable, and interactive. Retail brands should focus on designing for impact, reducing waste, and connecting with consumers on a deeper level. Five ways to achieve a lasting impression include:
Bespoke, branded package designs
An ecommerce brand’s package is the first IRL impression. This means avoiding the plain brown box. Instead, turn the experience into a moment with bespoke, branded packaging. Try appealing elements like custom-printed tape, interior patterns, or a brand message under the flap. Small details create big delight.
Find inspiration from iconic brands–such as Apple’s sleek, futuristic boxes or Joolz’s whimsical package transformations that turn cardboard into interactive toys. The goal is to make your packaging so on-brand and photogenic that customers have to share it.
You can start small with branded stickers and tissue paper and evolve into packaging that matches your brand’s tone–whether it’s playful, luxe, eco-friendly, or humorous.
Sustainability
Ecommerce retailers must find a way to balance consumer desires, which in packaging is balancing sustainability and cost-effectiveness. A recent study found that a majority of consumers (90%) are more likely to buy from brands with sustainable packaging.
Consumers are looking for recyclable, compostable, reusable, minimal-waste materials before they even open the box. Ecommerce brands can level up to eco-conscious and sustainable order fulfillment expectations by:
- Minimizing packaging and skipping unnecessary extras
- Sourcing local materials
- Making packaging reusable
- Using soy-based inks
- Swapping out plastic for paper-based alternatives
- Choosing FSC-certified cardboard
- Providing clear recycling or reuse instructions
When improving sustainability efforts, look at brands that embrace both design and sustainability, like Allbirds. But most importantly, be transparent and honest with your efforts.
Interactive QR codes
Taking your ecommerce brand to the next level requires thinking outside (and inside) the box. Including interactive QR codes inside your packaging is a simple way to extend the customer experience–link to how-to videos, product care tips, loyalty programs, or personalized thank-yous or rewards. Optimize by testing which QR codes generate maximum engagement.
When creating QR codes, keep the overall design in mind. If you can blend it beautifully into your package, you offer a branded doorway to explore your business further. Keep things fresh and easy, linking to content users want while ensuring it’s user-friendly and fast-loading.
Inserts, freebies, and reusable elements
Who doesn’t love a little something extra? Thoughtful inserts add charm and retention. Think discounts, handwritten notes, and surprise samples. It’s about making customers feel seen.
To prolong the effect, add something reusable, like a tote bag, branded pouch, or reusable box. It will keep your brand top of mind and expand your reach. Think of brands like Mejuri, which include luxe travel pouches for jewelry. These little elements drive word of mouth and spark repeat purchases. Take it one step further by encouraging customers to share their unboxing for a special offer.
Traceability
Transparency is the new trust currency, and traceable packaging makes it tangible. Whether it’s a QR code linking to the product’s supply chain journey or a printed story of where and how it was made, traceability builds credibility. Today’s consumers care about ethics, sourcing, and safety. Fashion brands like Nisolo and food brands like Tony’s Chocolonely are ahead of the curve, letting customers trace materials, labor practices, and shipping footprints. For your packaging, consider adding batch numbers, sourcing details, or a quick scan that shows how the product got from maker to mailbox. Bonus: It’s great for quality control and recalls, too.
Leveraging a 3PL to power elevated, on-brand packaging
A great 3PL partner doesn’t simply ship your products–they help bring your packaging vision to life. Successful post-purchase experiences rely on your 3PL provider’s ability to assemble branded, bespoke packaging at scale while handling inserts, complex kitting, and supporting sustainability through reduced packaging, emissions, and optimized packing methods. It’s about staying on-trend without compromising efficiency.
Elevated and optimized packaging offers many benefits. It personalizes, differentiates, adds value, drives loyalty, and creates the excitement consumers crave. To get the expertise and value-added services you need to turn your box into a brand experience, connect with a fulfillment expert today.
