Packaging in e-commerce: Roles, responsibilities, best practice

E-commerce has given shoppers the ability to purchase products on demand and at competitive prices. According to 2017 data from eMarketer, e-commerce is currently responsible for 10% of all retail sales, and will grow to nearly 15% by 2020. Smithers Pira forecasts that the overall market for e-commerce packaging will grow rapidly in the coming years – expanding at a compound annual growth rate of 14.3% from 2017 through to 2022.

Packaging has long served as a major champion and differentiator for brand marketing on the shelf, yet it has been an overlooked area of e-commerce marketing, with much of the focus being put upon sales and advertising. Customers who receive attractive looking packaging from a brand are much more likely to share their purchase on social media, giving invaluable free publicity as well as loyalty from that customer.

The increase in packaging from e-commerce comes with challenges. As policymakers and consumers both seek the most environmentally-friendly solutions, how do packaging companies achieve the perfect balance of goods arriving in a pristine condition, with minimum economic and environmental cost?

Educating consumers to reduce, reuse, dispose and recycle packaging from e-commerce goods they receive is a growing priority.

EURACTIV organised this Stakeholder Forum to discuss roles, responsibilities and best practice in e-commerce packaging.

Questions included:

  • Can packaging facilitate the growth of e-commerce?
  • Is 100% recyclability of e-commerce packaging achievable?
  • How are consumers influencing packaging developments? What role for consumer incentives?
  • What is the definition of “appropriate packaging”?
  • What role for innovations in the industry?

>> Click here for more information about the event.

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