How important is packaging for your ecommerce business?

Many ecommerce store owners think the most important part of their business is the products they sell, which is perhaps also one of the reasons why the don't give as much importance to the design of their packaging, but did you know that 60% of all respondents in a recent Dotcom Distribution report reveal that they would share the product image on social media if they thought it looked nice. That is a potential increase of new customers by 60%, now if these 60% just convince 10% of their friends to purchase your product, then that could easily help you improve your profits.

The Dotcom Distribution Packaging Report 2015 focuses on how ecommerce delivery packaging can shape brand perception and transform consumers into social media brand ambassadors. The report found out that 39% of the respondents had shared a picture or a video of their new purchases in the past. Most commonly the respondents used Facebook (84%), Twitter (32%), Instagram (31%), YouTube (28%) and Pinterest (20%) to share their new purchases with their friends.

Unboxing videos are becoming more and more popular, and 35% of the survey respondents actually stated that they had watch an unboxing video in the past, and of those 55% said they ended up purchasing the product because of this video.

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Main take aways from the report

  • Sending custom printed boxes that are gift-like, branded or fancier than brown box packaging exceeds customer expectations and creates a memorable experience.
  • The excitement generated from a premium-packaged product encourages consumers to share their experience on social media sites as they would any other meaningful life event.
  • Consumers look to social media content posted by their peers when researching products they want to purchase online.
  • Most consumers admit to being influenced to make a purchase after viewing an image or video of a product they were researching online.
  • Premium packaging creates an opportunity for social sharing, and those images and videos shared on social media are likely to influence new customers to make a purchase.

Why do consumers post their videos online?

So what exactly is it that makes the consumers post videos and pictures online? According to the report:

“The excitement generated from a premium-packaged product encourages consumers to share their experience on social media sites as they would any other meaningful life event. … Premium packaging creates an opportunity for social sharing, and those images and videos shared on social media are likely to influence new customers to make a purchase.”

So what does this mean?

In other words, as you can see above it is a very good idea to take the packaging of your products very serious, chances are if you are shipping your products in plain boring boxes, then your customers are less likely to share their new purchase on social media sites such as Facebook, Twitter or Instagram.

Come back next week when we look at what you can do to create great packaging. We will look at some suggestions as to what makes a good package, as well as look at some companies that have done a great job of creating stunning packaging.

If you would like to read the full report, then you can find it here.

Feature image MammaGaga

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Catalin Zorzini

I'm a web design blogger and started this project after spending a few weeks struggling to find out which is the best ecommerce platform for myself. Check out my current top 10 ecommerce site builders.