Safeguarding profit margins against the high expense of replacements requires sellers to shift focus from warning labels to implementing robust durable packaging in ecommerce strategies.
Shipping damage is a frequent issue that drains the profit margins of ecommerce sellers.
It becomes even more frustrating when you realize that 39% of shoppers specifically choose boxes over bags because they believe boxes provide better protection, yet many packages still arrive battered. If you are shipping fragile items in poly mailers, hoping for gentle handling, you are risking damage to your inventory and customer trust.
As the holiday season approaches, adopting durable packaging in ecommerce is no longer just a safety measure; it is a business requirement.
Packaging Durability, The Only Protection Against Rough Handling
Jeff Wolpov, Senior VP of E-commerce, Ryder System, Inc."Since packaging frequently serves as the sole physical touchpoint for customers, strategic design is crucial for creating a lasting brand impression."
A recent report highlighted by Ina Steiner of EcommerceBytes offers a candid look at carrier facilities through the eyes of a small business owner. This entrepreneur recently took a position at a major parcel service to secure insurance benefits and discovered that actual handling practices contradict common seller assumptions.
A significant finding from the report indicates that standard warning labels such as “Fragile” or “This Side Up” are routinely disregarded by facility staff during processing. Unless a parcel contains federally regulated hazardous chemicals that require specific handling protocols, these visual cues result in no change to how a package is treated.
Operational realities drive this indifference, as the sheer speed and volume of packages moving through these facilities make it impossible to provide special care to non-mandated items. While applying a sticker may provide a psychological sense of security to the seller, it offers no functional protection once the shipment enters the carrier’s system.
The insider advises merchants to fundamentally adjust their preparation strategies, especially as the high-volume holiday season approaches. Sellers must assume that every package will face rough handling and should prioritize structural integrity over visual warnings.
To reduce damage, the report recommends investing in sturdy packaging materials that can survive rough impact without relying on the handler’s care. Additionally, implementing double-boxing protocols for delicate inventory ensures the box itself serves as the sole line of defense for the product.
Identifying Risks and Preventing Costly Damage
Damaged products represent a significant financial drain on merchants, often resulting in lost inventory and compounded shipping costs for returns and replacements. According to industry insights provided by Kristina Lopienski in a report for ShipBob, the inability of ecommerce customers to inspect goods beforehand makes the integrity of the shipping process the only true quality control measure.
The financial impact of shipping damage extends far beyond the cost of the item, destroying customer satisfaction and eroding profit margins through unsellable stock. Sellers can reduce these financial setbacks by understanding the six primary reasons why inventory is damaged during shipping:
- Excessive Empty Space – Using oversized boxes allows products to shift during transport and simultaneously increases shipping costs due to dimensional weight pricing.
- Insufficient Cushioning – A lack of appropriate dunnage, such as recycled kraft paper or airbags, leaves items vulnerable to impact damage within the carton.
- Improper Handling – Shipments are handled by numerous workers during transit, increasing the risk that human error will result in drops or rough treatment, regardless of any warning labels applied.
- Environmental Exposure – Temperature fluctuations and unexpected rain can cause water damage or create condensation inside trailers, leading to mold and corrosion.
- Theft – Porch piracy results in total replacement liability for the merchant, requiring proactive delivery scheduling or secure pickup options to mitigate risk.
- Infestation – International shipments require exceptionally sturdy exterior packaging to combat the high risk of contamination from insects and rodents during transit.
With approximately 20% of ecommerce returns attributed to product damage, implementing a strict prevention strategy is essential for protecting margins. Merchants are advised to implement these seven critical protocols to reinforce their packages.:
- Optimize Box Sizing – Select a container that is only slightly larger than the item to minimize movement and reduce reliance on excessive filler.
- Individually Wrap Items – Ensure every specific unit, especially fragile ones, is wrapped in protective material to prevent contact damage.
- Eliminate Voids – Fill every inch of remaining empty space with dunnage to immobilize the product, which is critical for electronics and delicate goods.
- Conduct Trial Runs – Send test packages when switching carriers to verify that their handling standards meet your safety requirements.
- Apply Labels – While not always effective, affixing “Fragile” stickers on multiple sides remains a recommended best practice to increase visibility.
- Utilize Impact Indicators – Attach shock or tilt indicators to packages to monitor handling quality and deter rough treatment by carrier staff.
- Track Damage Data – Maintain a log of all damage incidents to identify patterns and adjust packaging methods to prevent recurrence.
Regarding financial recourse, carriers may be held liable for damages if the merchant can provide concrete proof that the item was compromised during their custody. However, successful insurance claims typically require evidence that the shipment was prepared with proper packaging and protective inserts from the start.
Balancing Consumer Value, Sustainability, and Protection
According to a Packagingdive article by Katie Pyzyk, new survey results commissioned by logistics company Ryder highlight how economic uncertainty is reshaping consumer expectations for the 2025 shopping season. Shoppers are increasingly prioritizing value and cost-saving measures like free shipping, though they continue to demand flexibility and exceptional experiences throughout the transaction.
A significant finding from the report is the overwhelming consumer preference for receiving shipments in boxes rather than mailer bags, with 79% of respondents favoring the former. This data suggests that the perceived safety provided by durable packaging in ecommerce is a critical factor for satisfaction, as 36% of those shoppers specifically cited better protection in transit as their primary reason for choosing boxes.
Beyond protection, the survey details why consumers gravitate toward sturdy boxes over other form factors:
- Reusability – 29% of respondents prefer boxes because they intend to reuse the materials for other purposes.
- Eco-Friendly Perception – 14% of shoppers believe that cardboard boxes are a more environmentally responsible choice than plastic mailers.
- Disposal Concerns – Conversely, only 8% of those who preferred bags cited ease of disposal as their reasoning.
The unboxing experience also plays a pivotal role in shaping brand perception and driving customer loyalty. The survey indicates that premium presentation elements, such as custom designs and colorful fillers, make 52% of consumers view a brand as more upscale.
Additional impacts of a positive unboxing experience include:
- Excitement – 46% of customers report feeling more excited about opening a package that is well-presented.
- Repurchase Intent – 31% of shoppers say a high-quality unboxing experience increases their desire to buy from the brand again.
- Social Sharing – 10% of respondents are more likely to post photos or videos of the package on social media platforms.
While sustainability influences 61% of purchasing decisions, the report notes it has fallen in priority compared to previous years as consumers focus more on their budgets. However, 75% of shoppers across all age groups remain willing to wait longer for deliveries if it results in a reduced environmental impact.
Durable Packaging in Ecommerce Evolves to Meet Growing Demand
Bobby Douglas wrote in his article on Packaging Strategies, the surging global reliance on online shopping has triggered a wave of innovation among suppliers and manufacturers. This transition has compelled the industry to bolster durable packaging in ecommerce through advanced material engineering, facility expansion, and strategic business collaborations.
Key players in the sector are implementing the following updates to meet these rising standards:
- Packsize – This company recently enhanced its right-sized packaging suite by adding Sitma’s e-Wrap and Fast Pack systems to increase mailer production capabilities through automation.
- Pregis – The manufacturer strengthened its infrastructure by opening a new 477,000-square-foot paper converting center in Elgin, Illinois, which is capable of producing over one billion recyclable solutions annually.
- Ranpak – By expanding its partnership with Walmart, Ranpak is installing more AutoFill™ systems in Next Generation Fulfillment Centers to streamline end-of-line packaging and accelerate shipping speeds.
- Epson America, Inc. – During the recent PARCEL Forum ’25 in Schaumburg, Illinois, Epson showcased high-visibility labeling solutions designed to support both advertising and marketing objectives.
Packaging, The Silent Salesperson in Ecommerce
According to an article by Jay Daggar for GWPGroup, packaging is no longer just a functional necessity; it is a pivotal touchpoint that can define a brand’s success. With global ecommerce sales projected to rise by 9.2% in 2025, the unboxing experience has become the new storefront for online retailers.
While 90% of products are shipped in corrugated boxes, many sellers miss the opportunity to leverage this asset. Research indicates that durable packaging in ecommerce does more than protect items—it drives revenue and retention.
Key findings reveal the commercial power of packaging:
- First Impressions – Consumers form an opinion of a brand within 1/10th of a second, making the physical arrival of a package a critical moment of truth.
- Customer Retention – 52% of shoppers state they are more likely to repurchase from a merchant if the packaging exceeds their expectations.
- Brand Value – 63% of consumers consider the quality of the packaging to be almost as important as the brand itself.
- Social Proof – 40% of customers are likely to share photos of unique or branded packaging on social media, offering free viral marketing.
Partnering with a specialized Amazon agency can help sellers optimize these strategies, balancing cost-efficiency with premium presentation.
Operational efficiency is equally vital. Slow packing processes can delay shipments, deterring the 23% of shoppers who will not return after a late delivery. By using right-sized, easy-to-assemble custom boxes, businesses can speed up fulfillment, reduce shipping costs associated with shipping “air,” and minimize damage rates.
Ultimately, investing in high-quality, customized packaging offers a competitive advantage. It allows brands to stand out from competitors using generic brown boxes, enhances the customer’s perception of value, and fosters long-term loyalty in an increasingly crowded digital marketplace.
T.H.E.M."Packaging must be robust enough to survive the hazardous journey from warehouse to doorstep, ensuring that your product arrives in the pristine condition customers expect."
