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Potent Packaging: Containers Matter, Even Online

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Potent Packaging: Containers Matter, Even Online

Just because more Americans are buying online doesn't mean packaging is becoming irrelevant, according to a new study by Shikatani Lacroix.

Nearly two-thirds of respondents (65 percent) said they consider packaging when they buy online because they don't want their products to be damaged during transport. Moreover, 60 percent said they rely on labels and packaging to help them identify products as they are browsing ecommerce sites.

"While packaging graphics currently serve as a link of recognition between the offline and online world, with 36 percent of respondents primarily using packaging to identify a product they saw in a store, having a prior offline experience with a brand is becoming less relevant with the continued growth of online sales," Packaging Digest notes, citing the report.

Online shopping hit new highs over the Black Friday weekend. According to data from comScore, ecommerce spending was up 16 percent to $1.03 billion year-over-year in 2011.