In online sales, packaging serves two main functions: it protects the product during transport and influences the customer’s experience upon receiving the order.

Unlike in physical retail, the customer does not see the product beforehand, and the first impression is created only when the package is opened. That is why packaging has a direct impact on how both the product and the entire order are perceived.
 

Packaging durability as a foundation in e-commerce

In e-commerce, packaging must primarily withstand transport conditions. Shipments are exposed to pressure, shocks, and multiple handling stages.

Why is this important?

• reduces product damage
• lowers return and complaint rates
• improves customer perception of the order

Even if the product itself is intact, a deformed package reduces its perceived value.
 

Surface protection – laminates and coatings

In e-commerce, using thicker cardboard alone is often not enough. Packages rub against other parcels, and are exposed to moisture and dirt.

That is why additional surface protection is used: lamination and coating.

 

Lamination - protection and durability

Lamination involves applying a thin film layer to the printed surface, increasing mechanical resistance and protecting the print.

Thanks to lamination, packaging:

• is more resistant to scratches and abrasion
• handles moisture and dirt better
• maintains its appearance longer
• is less prone to creasing

Common types of lamination:

Gloss lamination

• enhances colors and contrast
• adds shine
• resistant to dirt
• scratches may be more visible under strong light

Matte lamination

• non-reflective, subtle finish
• more neutral appearance
• slightly mutes colors
• still provides solid protection

Soft-touch lamination

• smooth, pleasant-to-touch surface
• improves perceived product quality
• resistant to moisture and minor damage
• enhances user experience

Anti-scratch lamination

• high resistance to scratches and abrasion
• suitable for intensive handling
• reduces visibility of marks and fingerprints
• helps maintain visual quality during transport

Coatings (or varnishes) - additional protection and functionality

Coatings serve two purposes: protecting the print and highlighting selected graphic elements.

They can be applied:

• over the entire surface
• selectively (e.g. logo or product name)

Common types:

• dispersion coating – basic protective layer
• UV coating – higher durability and stronger visual effect
• gloss or matte coating – design adjustment
• spot coating – highlighting details

Opening experience

In e-commerce, the so-called opening experience plays an important role - how the customer opens the package and receives the product.

Key elements:

• opening method (e.g. lid, construction type)
• product fit inside the packaging (inserts)
• interior aesthetics
• build quality
• finishing effects

Well-designed packaging:

• creates a strong first impression
• increases the likelihood of positive reviews
• influences repeat purchase decisions

Matching packaging to the product

One common mistake is using the same packaging for different products.

Oversized packaging:

• increases shipping costs
• requires additional fillers
• worsens visual perception

In addition to material durability, it is important to secure the contents:

• stable closure
• limiting product movement
• properly fitted interior

Solutions include:

• cardboard inserts
• tailored box constructions
• additional stabilizing elements

Logistics optimization

Packaging should be adapted to warehouse and shipping processes.

In practice:

• quick and easy assembly
• standardized formats
• compatibility with bulk packaging
• reduced packing time

At scale, even small differences affect operational costs.

 

Branding and visual identity

Packaging in e-commerce also serves a communication function.

Common elements:

• logo printing
• consistent color scheme
• clean and simple design

Well-designed packaging:

• strengthens brand recognition
• improves visual consistency
• helps stand out from competitors

Summary

The best packaging for e-commerce:

• uses high grammage cardboard
• effectively protects the product
• includes surface protection (lamination, coatings)
• is adapted to product and logistics
• provides a positive opening experience
• supports brand identity

In practice, packaging affects not only product safety but also how the entire order is perceived.

 

FAQ

What packaging is best for e-commerce?
Rigid cardboard boxes with high grammage and resistance to transport damage.

Is lamination worth it in e-commerce?
Yes, it improves resistance to scratches, moisture, and dirt, enhancing the final appearance.

How to protect printed packaging?
By using laminates or coatings that protect against abrasion and damage.

What is opening experience?
The way a customer perceives the process of opening a package - a key factor in first impressions.