Shipping packaging: 25 tips for your online store

Without parcels and their safe, successful delivery, there are no satisfied customers, and without satisfied customers, your online store won't succeed. For your packaging and its contents to reach the customer undamaged, the right size and the right material are essential. But shipping packaging is so much more than a protective shell. Since the first impression of a product counts, it also serves as your store's calling card. With that in mind, we've put together 25 tips on what to look for in the ideal shipping packaging.

Where can you buy suitable shipping packaging?

Shipping packaging can be bought directly from the major carriers like DHL, UPS, DPD, and others. Office supply stores sell suitable packaging too, both online and off. On top of that, plenty of retailers specialize in shipping packaging and offer a range of options to match the products in your store.

25 things to keep in mind for your online store's packaging

Choosing the right shipping packaging isn't hard in itself. As an online retailer, you probably know the basics already. But beyond them, depending on the products you ship, there are details that some retailers occasionally forget.

So our 25 tips cover each step, from choosing the right packaging through to shipping the parcel. Our overview is split into these areas:

• What to consider when choosing the right shipping packaging

• How to pack your parcel safely

• What to check before you ship your parcel

Choosing your shipping packaging

1. The nature of the goods

Before choosing the right packaging, the first thing that matters is what kind of product you're shipping. The choice of packaging follows from there. Different packaging has to meet different requirements depending on the type of goods.

Types of goods that call for special precautions when packing:

• Particularly heavy goods

• Easily breakable goods

• Goods that can leak easily

• Liquids

• Powders and granulates

• Greasy or strong-smelling substances

2. Consider the value of the goods

Alongside the nature of the goods comes their value. These days, the contents of a parcel can be worth a great deal. Our research found that shoppers spend an average of nearly €140 per order. At those values, damage can be very costly, and opportunistic thieves sense their chance too. Your packaging should therefore protect the goods especially well, while giving no hint of the valuable contents inside.

3. Note the different carrier requirements

Our tips for perfect shipping packaging apply, in principle, to shipping with any carrier (whether DHL, UPS, DPD, GLS, or others). But the devil is in the detail: different carriers set different standards for the dimensions and maximum weight of a parcel. Be sure to check these before shipping to avoid delivery problems.

4. Comply with packaging regulations

In many countries, retailers are required to register the packaging they put into circulation under Extended Producer Responsibility (EPR) rules, which are designed to raise recycling rates. In Germany, for example, the Packaging Act (VerpackG) requires retailers to register their packaging in the LUCID database, and businesses that overlook it can face steep fines. Check the rules that apply in the markets you sell to, so you stay compliant.

5. Your own budget

Choosing your packaging also raises the question of your own wallet: how much do you want to spend? Should it just meet the minimum requirements, or would you like something a little smarter and more personalized? We know that as an online retailer you want to spend as little as possible on shipping and probably prefer cheaper packaging. But higher-quality packaging helps you build a better customer relationship, which ultimately leads to higher sales.

6. Choose the right packaging size

The rule for shipping packaging: as small as possible, but as large as necessary. The packaging should be as small as it can be, so the goods inside have as little room to move as possible. At the same time, there should still be enough space to cushion the goods (about 5 cm) for the best possible protection. Don't make the mistake of choosing packaging that's too small because it's cheaper to ship. Replacing damaged goods is far more expensive than paying for a slightly larger parcel.

7. Choose sturdy packaging

To save money on shipping, some retailers reuse old boxes as packaging. That's a risk, because these boxes are often no longer sturdy enough to protect the goods. Always use a box strong enough to hold the weight of your goods securely. Depending on what you're shipping, use single-, double-, or triple-wall corrugated cardboard.

8. Consider the environment

Use your packaging material as sparingly as you can. Space-saving packaging, for instance, reduces courier trips and improves your parcel's carbon footprint considerably. Try to go easy on materials like tape and cushioning too, and avoid plastic packaging where you can. That benefits not just the environment but your wallet as well.

9. Keep the customer experience in mind

When choosing your packaging, always keep the customer, the recipient of the parcel, in mind. Your parcel should be easy to open, not so wrapped in tape that opening it becomes a chore. The customer experience also comes into the quality of the packaging: avoid leaving a poor impression of your store, and don't use low-grade materials.

Tip: to fill the customer-experience gap between order and delivery, it's worth putting a personalized tracking experience like Sendcloud's in place.

10. Use dedicated returns packaging

E-commerce, especially in fashion, struggles with considerable return rates. Our consumer research shows that nearly 9 in 10 people return a product regularly or at least occasionally. Retailers have always tried to reduce return rates. But let's be honest: simply refusing to offer a return solution doesn't solve the problem. Anyone who puts obstacles in the way of customer returns will be left behind by the competition. To make the returns process as customer-friendly as possible, alongside a digital returns solution you should also use packaging that's easy to reseal, or that even includes a second, built-in adhesive strip.

11. Compare prices

Shipping is considered very cost-intensive, so you should try to save money wherever you can. What's true for carriers is just as true for buying packaging: comparing prices saves money. As a bulk buyer, you can also negotiate especially good packaging prices with many suppliers. Combining flexible shipping across different carriers with an affordable packaging supplier creates savings that help you offer competitive shipping prices in your store.

12. Use custom packaging

E-commerce is growing and the competition doesn't sleep. Standing out from the crowd matters more than ever. First impressions count, and your parcels act as your calling card. Who enjoys unpacking a dull or even shabby parcel? Individuality is the magic word: put an end to plain brown boxes and design packaging in your own brand style. That way you stay memorable and give your store a personal touch.

13. Match your packaging to the occasion

Peak season, with Black Friday, Cyber Monday, and Singles' Day, is the biggest sales period of the year. During this time, you can design not just your products but your packaging to match the occasion: parcels with a snowflake pattern for Christmas, colored filling by season, and much more. Let your imagination run free. This puts your customers in the right mood, sets you apart from competitors, and leaves a positive impression.

Packing the goods

The right packaging is chosen. Before shipping can begin, you need to make sure everything is properly packed and your parcel is securely closed. Here's what to keep in mind:

14. The right order when packing

Retailers often ship several different goods in a single parcel. These goods are often different weights, and some far more delicate than others. It's important to pack them into the box in the right order.

How to pack several goods in one box:

• Heavy items at the bottom

• Light items at the top

• Delicate items in the middle

• Distribute the weight of the goods evenly across the base

15. Avoid gaps in the packaging

Packed goods shouldn't have room to move in the box, because movement can damage them through vibration or by knocking against each other, and the walls of the box can be dented easily too. Snug packing is important, though your goods shouldn't be squeezed too tightly either.

16. Avoid contact points

Delicate goods shouldn't touch other goods or the outer wall of the parcel, as that raises the chance of damage. Fix products in place with cushioning material so they're well protected from vibration during shipping.

17. Separate identical items

Separate identical items from one another with suitable dividers inside the box. This prevents them from damaging each other and ensures the total weight is distributed evenly across the base.

18. Use the right cushioning

As we mentioned above: to protect your goods adequately from damage, pay attention to the right cushioning in your packaging. Here too, the type of goods, their value, and their nature play a decisive role.

When cushioning goods:

• Use soft cushioning material for light goods

• Use noticeably firmer cushioning for heavy goods

• Cushion especially valuable goods additionally

• Fragile goods should be given extra cushioning too

The packaging market offers various cushioning materials with different functions. The overview below shows which cushioning materials serve which functions.

19. Position goods upright where possible

Some goods are meant to be shipped upright, such as bottles or boxes containing liquid. An upright position minimizes the risk of leaks and also helps absorb impacts.

20. Prevent leaks

Besides standing goods upright, you can head off leaks by sealing products in a plastic bag, for example. Then, if something does leak, at least the other goods in your parcel are protected.

21. Close the packaging correctly

The final step in packing your goods is closing the parcel securely. Closing it correctly keeps your goods protected from the outside and ensures nothing can fall out. To save material while still protecting your goods adequately, follow our three closing tips.

How to close your parcel securely:

Preparing your packaging for shipping

Now that everything is correctly packed and the parcel is properly closed, there are four more important points to check before your packaging and products set off on their journey.

22. Label correctly

Once the parcel is packed correctly, it's time to label it. This is where careless mistakes often creep in: wrong details on the label, tape over the barcode, or forgetting to label at all. These mistakes are annoying and time-consuming, but easy to avoid. Get into the habit of checking your label at least twice, and only attach it after closing the parcel. That way you avoid covering the code that needs to be scanned.

23. Use the correct address

There are plenty of things that can go wrong with addressing a parcel correctly. Many retailers still copy customer data by hand from a spreadsheet. That's questionable for data protection, and it means the wrong address can end up on the label. A simple typo, like transposed digits, happens quickly during data entry too. Keep in mind, as well, that the address format for some countries differs significantly from what you may be used to.

Details that always belong on a shipping label:

• First and last name of the recipient (or company name)

• Recipient's address (with street, house number, postal code, and city)

• Destination country

• First and last name of the sender (or company name)

• Sender's address (with street, house number, postal code, and city)

• Country of origin

Mistakes often happen when printing the label too: important information can be cut off or unreadable. So always check your shipping label thoroughly to avoid problems in transit.

24. Insure your packaging adequately

Shipping insurance protects your store against financial loss in the worst case, if an item is damaged or even lost. Fortunately, most carriers already include shipping insurance for parcels.

Standard coverage from the main carriers:

• DHL: up to €500

• UPS: up to €510

• DPD: up to €520

• GLS: up to €750

While these sums are more than enough for most goods, an item can occasionally exceed the standard maximum of €750. In the event of loss or damage, you'd then be left to cover the difference. That's why we offer flexible shipping insurance through Sendcloud at competitive rates, letting you insure parcels up to a value of €5,000.

25. Don't forget important markings on the outside

The best shipping tip is still this: don't let damage happen in the first place. For especially delicate goods, a so-called special handling label can help prevent damage in advance. A symbol on the outside of the parcel makes sure the carrier handles it with particular care. Such labels might indicate the orientation of the parcel, the fragility of the goods, or protection against moisture.

Get started with the right packaging for your online store

Now that you know the essentials of shipping packaging, you're ready to get going and send your goods safely, quickly, and with the customer in mind. If any further questions about the right packaging come up, don't hesitate to get in touch with our team.