The document outlines 7 best packaging practices for e-commerce success based on a survey of over 1,000 online shoppers. The practices are: 1) use a box that fits the product to prevent damage, 2) use the right amount and type of packaging material for protection, 3) use recyclable materials as 82% of respondents value sustainability, 4) offer re-usable packaging as 33% would pay more for re-usability, 5) use paper-based materials as 90% had positive experiences, 6) use consistent materials to increase recycling rates, and 7) exceed expectations to drive loyalty and reviews. Positive packaging experiences can increase customer satisfaction and loyalty.

1. 7 best packaging practices
for e-commerce success
The Paper Packaging Experts™

3. Introduction
Online businesses are focusing more and more on the condition
and presentation of packages when they arrive at the customers’
doorstep. It is the only chance to make a good first impression,
and it has been proven that buyers are more likely to become loyal
customers if they have consistently positive delivery experiences.
Based on the results of this survey, Ranpak has identified the 7 best
packaging practices to achieve e-commerce success.
Harris Interactive, a market research company headquartered
in Rochester, New York, surveyed over 1,000 online shoppers
across Europe and the USA in July 2016. The survey revealed the
packaging expectations of these customers, some of their recent
experiences and their preferences for packing materials.

4. 1. Use a box that fits the product
When it comes to packaging, size does matter. 15% of survey respondents were not
content with the size of their package compared to the product they ordered, and
20% had to return damaged items that had moved around in under filled boxes. Make
sure to use the right size box when it is possible: a box that can fit enough protective
material but is not too big in relation to the product inside. Shipping small products in
large boxes will inconvenience your customers and increase your shipping costs.
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“The box that was used to ship my
products was way too big compared to
what I ordered. And, because they didn’t
fill in the empty space inside the box,
a huge mess was waiting for me at my
doorstep.”
Survey respondent

5. 15%of respondents
are not happy with
the size ratio of
the shipping box
to the product.

6. “The package had been crushed on the
side and looked like it was not handled
properly by the post office. The size
of the box allowed the items inside to
shift causing damage during the rough
handling.”
Survey respondent
20%of respondents
returned orders that
were damaged

7. 2. Use the right amount of packaging
material with the right protection
Not only are properly-sized boxes essential, choosing packaging material that offers
the right protection is equally important. This is particularly critical when it comes
to fragile products: 4 out of 5 survey respondents said that packaging material was
important to them in determining where they purchase their products from.
20% of survey respondents had returned damaged products, and many respondents
also indicated that they were less likely to buy from the same vendor after receiving
a damaged product.
Top 3 most valued properties of packaging material
for e-commerce.*
Importance of protection for in-the-box packaging
20% of respondents returned a product due to
damages that occurred during shipping.*
Can be used to return the product
Is appropriate for packaged product
Protects the product
20%
80%
78%
51%
49%
4* Harris Interactive survey, over 1000 online shoppers in multiple countries (including the UK, France, Germany and the
USA) to uncover their brand packaging expectations and recent unpacking experiences

8. 5
3. Use packaging material that is
easy to recycle
Using recyclable packaging material not only benefits the environment, it also
makes your customers feel good about buying your products. 82% of survey
respondents said they value packaging materials that they can recycle, and 33% of
the respondents were willing to pay more for environmentally-friendly packaging!
General recycling rates paper vs plastics* Respondents’ recycling rates of paper packaging materials
compared to other packaging materials **
20%
80%
100%
80%
60%
40%
20%
0%
Paper
Bubble
Airbags
Foam
Loosefill
45%
22%
31%
23%
15%
Recycling rates of in-the-box packaging
* CEPI http://www.cepi.org/
** Harris Interactive survey, over 1000 online shoppers in multiple countries (including the UK, France, Germany and the
USA) to uncover their brand packaging expectations and recent unpack experiences
Plastics
Paper

9. 33%of respondents
are willing to pay more
for environmentally
friendly packaging

10. 82%of respondents value
easily disposable packaging
material
“Paper is eco-friendly and easily
recycled which is why we use it.
We have an eco-friendly image
and we want to extend that to our
protective packaging.”
Klean Kanteen

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4. Use re-usable packaging materials
Survey respondents also indicated that they would prefer to reuse packaging
materials. 33% of respondents were willing to pay more for packaging that they
could use again for returning purchased goods or completely different purposes
(e.g. arts and crafts). Ensuring that there is an easy way to reuse packaging
material will encourage online ordering as well as customer loyalty.
82% of respondents said it important for
packaging material to be easy to dispose
33% of respondents said they were likely to
pay more for packaging that can be re-used
Consumer response to re-usable packaging material:
* Harris Interactive survey, over 1000 online shoppers in multiple countries (including the UK, France, Germany and the
USA) to uncover their brand packaging expectations and recent unpack experiences

12. 5. Use paper-based packaging material
Cardboard boxes are the most commonly used shipping containers for online purchases,
but what is the most common packing material used inside the box? Almost 90% of survey
respondents were very positive about their experiences with paper-based packaging
material. Respondents were most concerned with the quality of the packaging, the ability to
keep the product protected, and the ease of removing and disposing of the packaging. The
advantages of paper-based packaging are that it is flexible and can be used for any product,
and it is also more likely to be recycled than other materials.
100%
80%
60%
40%
20%
0%
Bubble Wrap
Loose Fill
24%Airbags
14%
11%
* Harris Interactive survey, over 1000 online shoppers in multiple countries (including the UK, France, Germany and the
USA) to uncover their brand packaging expectations and recent unpack experiences
Based on respondents answers regarding the most common ordered goods: books, shoes and clothing
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Respondents’ preference for in-the-box packaging material *
Paper
51%

13. The majority of unsatisfied
respondents said they would
have preferred to receive
paper packaging material.*
Research finding
90%
of respondents were
very positive about the
paper packaging material.
* Customer sample too small to draw
statistically valid conclusions.
* Customer sample too small to draw
statistically valid conclusions.

14. ‘‘Our company is focused on being
environmetally friendly so we try to use
recyclable materials to ship our orders in.
Paper is renewable and recyclable so we
typically use it for void fill if we need it.”
Owner All-ette
45%of respondents indicated
they recycled paper
packaging.

15. 6. Use consistent packaging materials
Modern consumers prefer convenient packaging. Packages should be easy to open
and easy to dispose of. By using consistent packaging materials (mono-materials),
consumers are able to dispose of everything in the same place, helping to
increase the rate of recycling when paper-based materials are used. 51% of survey
respondents said that they recycle cardboard packages, and 45% said they also
recycled internal paper packaging.
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Consistent packaging materials stimulate recycling
51% of respondents recycled the cardboard box 45% of respondents recycled internal paper packaging
100%
80%
60%
40%
20%
0%
Paper
Bubble
Airbags
Foam
Loosefill
45%
22%
31%
23%
15%
* Harris Interactive survey, over 1000 online shoppers in multiple countries (including the UK, France, Germany and the
USA) to uncover their brand packaging expectations and recent unpack experiences
51%
Recycled it
49%
Other

16. “Unboxing experiences are a powerful tool
that can create consumer loyalty and even
encourage social sharing that could convince
new potential customers to try your product.”
Amber Augustus, Product Manager Geami Ranpak
58%of respondents were convinced
by an online unboxing review
to buy a product.

17. 7. Exceed customer expectations
Customers know what they have ordered but do not know what kind of
packaging to expect. Innovative packaging will create a positive unboxing
experience for your customers and can generate positive reviews online and
on social media. Online reviews have been proven to influence other potential
customers. 58% of respondents purchased products based on reviews they
read online.
Create an eye-catching design, creative great copywriting or be
innovative with your packaging material to make the moment that your
customer opens their package unique and memorable. Make sure to align your
packaging to reflect your brand values, or use all of the above tips to maximize
your customer’s positive experience.
58% claimed that an online unboxing review
convinced them to purchase the product
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Unboxing reviews influence purchasing behavior
* Harris Interactive survey, over 1000 online shoppers in multiple countries (including the UK, France, Germany and the
USA) to uncover their brand packaging expectations and recent unpack experiences

18. Conclusion
It is essential to leave your customers amazed in today’s world of highly competitive online
shopping. Customers have high expectations, and they want to be delighted when they
receive their products. By using these best practices, online businesses can create many
loyal customers.
Best practices:
1. Use a package that fits the product
2. Use the right amount of packaging material with the right protection
3. Use packaging material that is easy to recycle
4. Choose reusable packaging material
5. Use paper-based packaging material
6. Use consistent packaging materials
7. Exceed customer expectations
To find out more about how we can help you to improve the ‘unboxing experience’ for
your customers, please visit www.ranpak.com. For a copy of the full research, please
contact Jeroen van Oosterhout, (vanoosterhout.jeroen@ranpak.com) or Adrienne
Robenstine (USA) (robenstine.adrienne@ranpak.com).
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