Ecommerce Packaging: Why it Matters and How You can Leverage it for Your Brand

Cassandra Shaffer

August 9, 2021

Ecommerce packaging is what helps your product get from your hands to your customer’s hands in good condition, but functionality isn’t the only thing it can offer. Your packaging can tell your brand’s story, foster real connections with your customers, and make a massive splash for a first time buyer. All it takes is a little thinking outside of the box—and inside of it, too.

What counts as ecommerce packaging?

When we talk about ecommerce packaging, we’re referring to the packaging used to ship your products directly to your online customers and everything adjacent to it, like its design, filler material, and content. Anything that is wrapped around your product to move it from point A to point B.

Ecommerce packaging, from a logistical standpoint, is the difference between your product being scattered in pieces across the UPS truck or safely in the hands of your customer, but in 2021, it’s so much more than that.

Why does ecommerce packaging matter?

Aside from protecting your product, ecommerce packaging can be its own advertisement or the ticket that sells a new customer on your brand so they come back for more. It’s no longer just a means to an end: it’s a visceral, brand-crafted experience as well as a critical first impression.

Ecommerce brands have the unique challenge of only being able to provide consumers with a sticky, physical experience after they’ve made their purchase online. That can sometimes make it hard for a consumer to feel seen by and connected to your brand. This is something that comes more easily to brick and mortar stores, as a customer can physically hold a product before buying.

Because they’re able to utilize physical space, brick and mortar stores have a much wider range of opportunity to provide an engaging experience for their customers than ecommerce businesses. They can create elaborate product displays in their storefronts and windows, for example, or eye-catching in-store signage and shelving. Brick and mortar stores also have the advantage of providing customers with the chance to physically interact with and observe a product before they purchase. Ecommerce stores aren’t able to offer the same luxury, which is what makes ecommerce packaging so pivotal.

Ecommerce packaging gives your brand an additional physical touchpoint to engage and delight shoppers. When done right, it enriches the buying experience, lowers return rates, makes your customer feel like they and their product are cared for, and helps your brand stand out from the competition. Your packaging might be the last touchpoint in a customer’s journey or the tipping point for lifelong customer loyalty. (Seriously.)

As silly as it sounds, your packaging can be a walking advertisement. Whether you choose to dropship, work with FBA, or take a more traditional approach, by using branded imagery on the shipping box or specialty brand-emblazoned shipping tape you are putting your name in front of every person who touches the box–from the warehouse to the front door.

What are the different types of ecommerce packaging?

Ecommerce packaging comes in an assortment of shapes and sizes, but there are some fairly standard packaging types that most brands use: utility packaging and branded packaging.

Corrugated boxes:

corrugated boxes are the most common type of packaging because of their light weight—which doesn’t add to the shipping cost—their sturdiness, and their recyclability. This is essentially your standard cardboard box, just with a little extra layering to keep everything inside extra protected from shocks, moisture, and temperature changes.

Padded mailers:

padded mailers are envelopes with extra protection built inside of them so that they can safely and snugly carry small and delicate products, like books, jewelry, or handcrafted goods. Padded mailers are often reinforced with extra bubble wrap and paper, but keep in mind that this can add to the cost as well as be less eco-friendly.

Bags and envelopes:

bags and envelopes, specifically reinforced bags and envelopes like Tyvek envelopes, poly mailers, or plastic mailer bags, are best used for shipping items that are small and lightweight, but not so delicate they need padding for protection. Most standard shipping bags are strong, versatile, cost-effective, waterproof, and they’re easy to store. Bags and envelopes work great for products like clothing items.

Custom product packaging:

custom packaging refers to boxes and protective material that are custom fit for your product, optimizing your shipping, cutting down on much of the cost of fulfillment, and eliminating waste. Almost every industry can benefit from custom packaging. Food and beverage, health, and beauty products are just a few. When we say “custom” product packaging, we’re also referring to stylized packaging, like a box, bag, tape, or filler with your brand’s logo on it or inside of it.

How do you choose which packaging to use?

The ecommerce packaging you use depends entirely upon the needs of your business as well as the needs of your product, but there are several factors that are especially important to consider.

Of particular importance is weight and appearance. Ecommerce packaging that’s too heavy or too big will cost you an arm and a leg to ship, whereas ecommerce packaging that’s too light might not offer enough protection. Appearance and weight directly impact how your product ships, which is why many brands opt for custom packaging.

It’s also important to keep in mind what kind of product you’re shipping. If it’s a perishable good, you may need a specialty box to make sure your product keeps. If it’s a fragile good, protection is king.

For luxury or high-end brands, the appearance of ecommerce packaging can be as important as the product. A plain padded mailer might do the job for another business, but it may feel cheap and also diminish consumer trust if it’s coming from a brand that’s shipping something like expensive jewelry. The care that goes into ecommerce packaging (or the lack thereof) is a direct reflection of your brand, and that’s important to keep in mind. Think about Apple—their packaging is as sleek and minimal as their products.

Another thing to consider is sustainability. Customers prefer eco-friendly packaging, and if you’re a brand whose core identity centers on sustainability, it’s critical that your ecommerce packaging follows suit. Packages like corrugated boxes are easily recyclable, which makes them a great option. On the flipside, a padded envelope or corrugated box with loads of bubble wrap or styrofoam packing peanuts inside is not so eco-friendly and will reflect poorly on your brand.

As with other facets of your business, you’ll want to determine your budget for ecommerce packaging based on how much value said packaging will add for your business.

How can you take advantage of ecommerce packaging?

Ecommerce packaging can be the cherry on top of your customer experience, and there are lots of creative ways that you can leverage it.


Many businesses use their packaging as extra real estate for their branding. Rather than shipping their product in a plain cardboard box, a brand may ship a container with their logo on the outside or on the tape, making it instantly more memorable to shoppers.

Unboxing Experiences

Another way brands leverage their ecommerce packaging is by making the actual act of unboxing an experience that consumers can get hyped about. All you need to do to learn the value of unboxing is run a quick YouTube search.

Unboxing or “haul” videos consistently rank high in popularity on YouTube, and they drive large amounts of traffic through other influencer platforms like Instagram and TikTok. Consumers crave unboxing experiences, and they’re no longer a differentiator, but a must for your brand.

A good unboxing experience incorporates personalized touches like notes, colorful tissue paper, stickers, coupons, or bonus goodies that add an element of surprise. Thoughtful touches like these tell your brand story, and they also increase the delight your customer feels when they receive their package. Unboxing is a great way to drive brand loyalty and leave a great first impression.

Online Imagery

Your packaging doesn’t only add to the value of your product when it’s in the customer’s hands. You can also leverage it for web imagery to increase customer excitement and give them an idea of what they can expect to receive when they order.

Does it matter if you get custom packaging?

You don’t necessarily need custom packaging—it’s certainly not the entry price to have a product shipped—but custom packaging is an increasingly appealing option for brands because of how it optimizes and personalizes the shipping experience. Custom packaging takes a forgettable delivery experience and makes it a standout.

How do you create product packaging?

When it comes to creating a beautiful package that your customers will love, Pattern’s got you covered. Our team of creatives and designers work from the ground up to create powerful customer experiences with your brand, providing you with the tools and perspective you need to make a thoughtful, memorable shipping experience for your customers. We’re confident we can help design your ecommerce packaging for success. In fact, we’ve even won awards for it. Ready to up your customer experience?

Talk to us about your packaging needs.

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Amazon's Sponsored Product ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

Global Ecommerce Weekly News: 27th September 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters]( Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail]( --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News]( Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News]( --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail]( DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail]( The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](

How an Amazon SEO Agency Should Be Serving Your Brand

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.