Study Finds E-commerce Packaging Choices Impact Purchasing Decisions

By Jeff Wolpov, Senior Vice President of E-commerce for Ryder System, Inc.

While consumers’ attachment to e-commerce remains steadfast, new data reveals a mass return to in-store shopping. According to data from a 2024 survey of 1,306 consumers across the U.S. who shop online, 61% (+21% YOY) report shopping in-store specifically because they enjoy the experience. This growing affinity for tangible shopping experiences creates an impetus for brands to satisfy their customers’ desire for these interactions across all retail channels. Making creative e-commerce packaging decisions helps a brand capitalize on the opportunity to attract, retain, and create loyalty among customers while providing an unboxing experience that exemplifies the brand’s retail look and feel.

Unboxings Create E-commerce-Exclusive Experiences

E-commerce packaging is often the first, and sometimes only, physical interaction a customer has with a brand. Intentional packaging designed with the recipient in mind can foster an experience that leaves a lasting impression.

When survey respondents were asked their feelings about a brand’s premium unboxing experience (custom-designed box, colorful tissue paper, ribbons, twine, etc.), 47% (no change YOY) said it made them more excited about opening the package. Marking a notable shift, 41% (+14%) said it makes them want to purchase from the brand again.

Positive packaging experiences can also create a ripple effect, thanks to social media. When asked what factors would encourage survey respondents to post photos or videos showcasing an online order they received, 42% (+9%) said visually appealing packaging; 30% (-1%) said free samples or gifts; 18% said eco-friendly packaging (-7%), and 11% said personalized packaging components (no change).

Packaging choices appeal to planet-friendly preferences

As consumers grow more conscious about environmental issues, their feelings about e-commerce packaging are becoming more resolute. In recent years, sustainable packaging choices have played an increasingly influential role in consumers’ purchase intent.

Eco-friendly packaging (post-recycled consumer materials, sustainable ink, etc.) consistently remains top of mind for online shoppers. When 2024 survey respondents were asked about environmental factors most likely to encourage them to shop with a brand, 60% (+6%) said eco-friendly packaging; 21% (+1%) said fuel efficient transportation and 19% (-8%) said ethical sourcing.

Boxes Remain the Favored Shipping Packaging

Consumers are on board with shippers’ shift from plastic to paper, but it’s not just about the environment. While 77% (+3%) of shoppers prefer to receive online orders in boxes, only 23% (-3%) prefer bags, and the 2024 data shows that being able to reuse the boxes is just as valuable as the protection they provide. Among the reasons listed by shoppers who prefer boxes over bags, 39% (-5%) said boxes provide better protection in transit, 39% (+8%) reuse the boxes, and 22% (-3%) believe boxes are more eco-friendly than bags.

Retail and e-commerce continue to evolve, altering consumer expectations and behavior as time and technology progress. The packaging that’s designated for any given online order is dependent upon various factors; for everyone’s benefit, customer sentiment should be one of them.

To dive deeper into the research and glean insights that can help inform strategic packaging decisions, download the study: “The Influence of Omnichannel Excellence on Consumer Behavior.”

About the Author

As senior vice president of e-commerce for Ryder System, Inc., Jeff Wolpov leads the vision and strategy for Ryder’s e-commerce and omnichannel fulfillment solutions, driving business expansion and revenue growth.  Learn more: https://www.ryder.com/en-us/2024-ryder-e-commerce-consumer-study