Marketing

Why brands should think of packaging as their most important physical touchpoint

First impressions matter, and packaging is often the first physical touchpoint customers have with an e-commerce brand. 

Many emerging and bootstrapped e-commerce businesses consider high-quality and custom packaging as a nice-to-have; instead, they should view the moment of unboxing as a replacement for the traditional in-store experience.

“A well-designed unboxing experience communicates care, quality and attention to detail,” Anthony Marion, Abbe Express e-commerce business unit manager, told Internet Retailing.

“It also helps brands if they find themselves fighting for elbow space in a crowded market. Memorable packaging not only builds loyalty but encourages repeat purchases and social sharing,” he added.

Abbe Express specialises in making sustainable and on-brand packaging that is accessible for growing businesses that want to look premium without blowing their budget.

Presentation is everything 

According to Marion, brands are sometimes too quick to discount the value of the unboxing experience, dealing with hundreds of customers in the early stages of growth, and more often than not, they discount the value of high-quality packaging.

“They see it as another cost rather than a direct marketing tool. But custom packaging is more affordable than ever,” Marion stated.

“What’s more, investing in on-brand packaging early also helps to make brands feel more authentic, while also paying off through a higher perceived value,” he continued.

Abbe Express has removed a large barrier for startups by offering low-MOQ packaging orders – its packaging range has MOQs starting from as little as 25 units, with no additional creative or design costs.

“In the past, you needed to order thousands of units upfront, often without fully validating your product,” Marion explained.

“Plus, there were forme costs, printing plate costs and artwork costs. It adds up in a blink of an eye,” he added.

“Now, with digital print technology, user-friendly design tools and lean production, businesses can start small, iterate fast and grow sustainably.”

With this model, Abbe Express has seen brands go from 50 custom mailer boxes to nationwide distribution and cite its packaging flexibility as playing a key role in that journey.

Wrapped up sustainably 

But aesthetics aren’t the only factor businesses should consider when selecting their e-commerce packaging.

Consumers are increasingly becoming more eco-conscious and factoring sustainability into their purchase decisions.

“They want to support brands that reflect their environmental values – and packaging is often where those values are either reinforced or undermined,” Marion shared.

“Using materials like recycled cardboard or paper-based void fill not only reduces environmental impact but also elevates the unboxing experience,” he added. 

“Thoughtful, well-constructed packaging builds trust and signals quality, while flimsy or wasteful materials can damage a brand’s credibility in seconds.”

Packaging that uses virgin plastic with non-recyclable coatings often ends up in landfills or oceans and can take hundreds of years to break down, if they degrade at all.

Whereas recyclable and compostable options, like corrugated cardboard, reduce waste particularly when sourced responsibly, Abbe Express has a sustainable paper sourcing policy to ensure it minimises environmental impact.

However, adopting eco-friendly packaging solutions doesn’t mean brands have to compromise customisation or quality.

“There’s a growing range of eco-friendly custom packaging solutions that don’t require small businesses to raid their bank account,” Marion said. 

“Everything from Kraft mailer boxes, shipping cartons, and insulated shippers offer a balance between sustainability and aesthetics,” he elaborated. 

Abbe Express prides itself on prioritising materials that are recyclable, locally made and custom-print ready – so businesses don’t have to choose between quality and conscience.

Marion believes that businesses should look at sustainable packaging as not only an ethical choice but a competitive advantage.

“For small businesses, using eco-friendly packaging builds trust, enhances brand storytelling and opens doors to environmentally conscious markets,” he concluded.

“It’s not just the right thing to do – it’s smart business. And it doesn’t cost the earth.”

• To try out Abbe Express’ design-it-yourself platform, where businesses can design brand packaging without the need for graphic designers, head here.