In online sales, the customer has no opportunity to interact with the product beforehand. They cannot touch it, check the quality of workmanship or see the packaging in person. The first real contact with the brand happens only after the package has been delivered.

That is why in online sales both the first impression and the so-called opening experience - meaning the experience connected with opening the package are extremely important.

Well-designed packaging affects not only product safety, but also the way the customer perceives the entire brand.
 

What is opening experience?

Opening experience is the way a customer perceives the process of opening a shipment and interacting with the product for the first time.
This is influenced by among others:

• packaging construction
• the way the box opens
• material quality
• surface finishing
• the aesthetics of the inside of the packaging
• how well the product fits inside the box
• original design and artwork
• additional accessories and personalization of the experience

In practice, opening experience is part of building positive emotions around the product and the brand.
 

The first impression is created within seconds

Customers assess the quality of an order very quickly. Even a well-made product may be perceived worse if:

• the packaging is damaged
• the cardboard is too thin and the packaging is poorly fitted
• the print looks unattractive
• the product moves inside the box

On the other hand, well-designed packaging:

• increases the perceived value of the product
• builds trust in the brand
• improves the shopping experience
• increases the chance of repeat purchases

In e-commerce packaging often becomes part of the product itself.
 

The quality of packaging matters

Not only the graphic design is important, but also the quality of the packaging itself.
The most commonly used solutions:

• high grammage cardboard
• durable box constructions
• effective finishing enhancements
• foils and laminates protecting the packaging from damage
• inserts stabilizing the product
• precise finishing of edges and folds

Thanks to this, the packaging:

• protects the contents better
• looks more aesthetic
• maintains its appearance during transport

 

Laminates and coatings affect product perception

Surface finishing is also very important in packaging.
Laminates and coatings:

• protect the print
• increase scratch resistance
• improve packaging durability
• affect both the visual and tactile effect (an important, but often overlooked point!)

The most commonly used solutions are:

• matte lamination
• gloss lamination
• soft-touch lamination
• anti-scratch lamination
• UV coatings
• spot coatings

Such details have a real impact on how the quality of the product is perceived.
 

Matching the product to the inside of the packaging

One of the most common mistakes in e-commerce is using oversized packaging.
This causes:

• the product moving inside the package
• greater risk of damage
• the need for additional fillers
• a worse first impression

That is why it is worth using:

• properly fitted box constructions
• product stabilization inside the packaging, for example through the use of inserts

Well-fitted packaging looks more professional and improves the comfort of opening the shipment.
 

Opening experience and brand marketing

The experience of opening a package also has marketing value.
Customers increasingly:

• post photos of orders on social media
• record unboxing videos
• share opinions about packaging quality

That is why aesthetic and well-designed packaging can:

• increase brand recognition
• build positive associations
• support word-of-mouth marketing

 

Why does opening experience affect sales?

In e-commerce competition is huge and products are often very similar. It is the details that influence how customers remember a brand.
Well-designed packaging:

• increases customer satisfaction
• improves perceived product quality
• reduces negative reviews
• increases the chance of repeat purchases

In practice packaging is no longer just product protection. It becomes part of the shopping experience. Additionally, a good opening experience increases brand traction on social media - reels on Instagram or TikTok from customers opening the product are not only free marketing, but also proof of trust in a given brand.
 

Summary

Opening experience and first impressions play a major role in e-commerce today.
The best packaging:

• effectively protects the product
• is aesthetic and durable
• looks good after delivery
• provides convenient opening
• supports the visual identity of the brand

Thanks to proper packaging design, packaging can influence not only product safety but also the way customers perceive the entire brand and shopping experience.
 

FAQ

What is opening experience?
It is the way a customer perceives the process of opening a package and the first interaction with the product.
Does packaging affect repeat purchase decisions?
Yes. Aesthetic and well-made packaging improves the shopping experience and builds positive brand associations.
How can you improve the customer’s first impression?
It is worth focusing on cardboard quality, proper surface finishing, product stabilization and the aesthetics of the inside of the packaging.
Which finishes work best in e-commerce?
The most commonly used are matte, soft-touch, anti-scratch laminations as well as UV and spot coatings.