How eCommerce Businesses Can Adopt Sustainable Packaging Solutions

Eco-friendly packaging is essential for the sustainability of eCommerce companies. How to make the change? We explain it to you!

The importance of sustainable packaging

In the article "How eCommerce companies can reduce their carbon footprint", we already referred to the fact that with the increase in eCommerce, it is essential to move towards a business model that generates a smaller carbon footprint. And for this, one of the fundamental measures is the choice of sustainable packaging.

On the other hand, we must bear in mind the importance that the end consumer attaches to packaging in eCommerce. This is a key strategic and differentiating element. If we add to this the fact that consumer awareness is leaning towards sustainability? Bingo! It is clear to us that at a business and brand awareness level, we benefit from the use of environmentally friendly packaging. In addition, the use of sustainable materials in packaging can reduce logistics costs by reducing the weight and volume of the shipment.

Keep in mind that packaging is the first contact that eCommerce customers have with our brand, and the one they will identify us with in the future. This can increase the return rate of the consumer.

Sustainability and packaging in eCommerce

Recent studies have shown that packaging in online commerce generates twice the environmental impact of traditional trade. And why is this? It is mainly due to packaging.

We are aware of the need to protect the product when it is shipped, but we must also analyse the number of materials we are using to determine which are indispensable and which are not. If we cannot cut down, it is up to us to think eco-friendly. And opt for the wide variety of options that exist to replace them.

To reduce the environmental impact of eCommerce packaging, we must start by avoiding double packaging and thinking about the life cycle of the packaging. We should always try to reduce the packaging size and opt for local options when choosing sustainable packaging suppliers.

Moreover, this issue is not alien to consumers. According to the 2020 AECOC Shopper View report, 73% of consumers see the need to reduce the packaging content of their products. And 7 out of 10 are concerned about the impact it has on the environment.

Here is where we find the main challenge: how to create attractive packaging in eCommerce and at the same time make it eco-friendly enough to connect with our end customer? Undoubtedly, design and material alternatives will be the big answers to this key question.

Benefits of sustainable packaging for eCommerce companies

Thus, sustainable packaging is not only a necessity, but it should also become an ally of eCommerce companies as its benefits are multiple and have an impact on different areas of the company:

Sustainability: undoubtedly, this is the first impact. The main objective is to reduce the carbon footprint on the environment. We improve our environment, raise awareness as key players in the development of sustainability and move forward as a society.
Brand Awareness: the desired brand awareness. We all seek to have a recognisable and remembered brand. Especially in an atomised market such as eCommerce, where differentiation is increasingly difficult. Knowing that our customers are increasingly aware, we can look for alternative packaging options that allow us to connect with them and differentiate ourselves from the competition.
Increasing value: Yes, and also reducing costs. There is a widespread myth that recycled materials or sustainable packaging are more expensive. And nothing could be further from the truth. Prices are currently very similar and in many cases even better. Let's think that if we use reusable packaging we will need less and it will last longer. Looking for a sustainable design over time that our client (and ourselves!) can reuse provides an outstanding intangible value.

Examples of sustainable packaging

As we already mentioned in the article "How eCommerce companies can reduce their carbon footprint", there are different types of sustainable packaging. Among these, we highlight:

Packaging with biodegradable materials: these are made from organic materials that come from natural sources. Their main benefit will be the reduction of waste. Within this typology, we highlight cellulose. This type of sustainable packaging is a wonderful alternative to the excessive use of plastics. They do not pollute and their life cycle is shorter. They are eventually disposed of over time, avoiding long-lasting waste.
Packaging made from renewable resources. This point is fundamental. We often opt for suppliers of recycled packaging that pollute more during production than others that produce standard packaging. It is very important to always certify and make sure that the partners we choose to collaborate with us use renewable resources and are certified.
Compostable packaging: this is the most innovative and the one in which most alternatives are appearing today. They close the consumption cycle and are a very creative way to differentiate ourselves from the competition.

How do I incorporate sustainable packaging in my eCommerce?

As with any change in a company, moving towards sustainable packaging must be organised in a coherent way. Always start with a prior study of the critical points, the advantages and the best formal and informal allies. The ideal is to make a gradual and controlled change that avoids damage to the company's current strategy. Any migration requires adequate control and accompaniment.

First, we need to set quantitative objectives in the short, medium and long term: measurable, credible and achievable. To keep track of each of the strategic points and to know if we are going in the right direction. For this, benchmarking the competition is always a good starting point.
We then identify the best internal and external partners: where is the critical point? Who should be my supplier and why? What kind of material do I need... what do my competitors use? Always involving the logistics and marketing departments to come up with coherent storytelling and a functional design.
Test: we will start by testing different options. We will see the consumer's reaction and we will gradually incorporate new options until we reach the final objective.

Success stories of sustainable packaging implementation

Most companies today are migrating towards the implementation of sustainable packaging strategies. However, we would like to highlight the strategy implemented by Freshly Cosmetics. Freshly Cosmetics is currently an online-only company with two shops in Madrid and Barcelona and is becoming increasingly popular in the world of cosmetics. Their challenge was to create sustainable packaging that was in line with their brand philosophy: the future of cosmetics, natural and vegan, with results, safe and not tested on animals, but above all where the planet comes first. For this reason, 95% of its packaging is already made of 100% recyclable glass, aluminium, kraft and wood and it continues to invest to reach 100%. This is a major challenge as their type of product requires the use of a wide range of materials.

In addition to their eco packaging, they have a refill system to avoid the excessive use of materials. Moreover, its teams work in an integrated manner, participating in sustainable projects.

A 360° strategy conveys a committed brand image without neglecting its careful design. Coherent and credible, Freshly Cosmetics has achieved an eco-brand that is a benchmark in eCommerce.