Packaging For Ecommerce vs. Retail

Packaging is a critical element in the delivery process, serving not only as a protective layer for products but also as a key touchpoint for branding and customer satisfaction. However, the requirements for e-commerce and retail packaging differ significantly due to the distinct challenges each channel presents. From safeguarding products to creating memorable customer experiences, businesses must navigate these differences to stay competitive. Here’s how. 

Balancing Protection and Practicality 

One of the most significant distinctions between e-commerce and retail packaging lies in product protection. E-commerce packages must endure extensive handling, long-distance transportation and exposure to various environmental conditions. To address these challenges, businesses often rely on sturdy corrugated boxes, impact-resistant inserts and void fillers like air cushions or paper stuffing to shield items from damage during transit. The focus is on durability and functionality so that products arrive intact regardless of the journey. 

In contrast, retail packaging prioritizes visual appeal and ease of handling within a store environment. While it still provides basic protection, it’s designed to stand out on shelves and capture consumer attention. Lightweight materials and sleek designs are common, allowing packaging to emphasize branding while maintaining practicality for in-store displays. For example, an elegant cardboard box with bold visuals works well for retail shelves but would not withstand the physical demands of e-commerce shipping. 

The Role of Branding and Presentation 

Branding plays a crucial role in both channels but manifests differently based on customer interactions. In e-commerce, packaging is often the first physical connection a customer has with the brand, making the unboxing experience an essential marketing tool. Custom mailer boxes, personalized thank-you notes and branded tissue paper can be used to elevate this interaction, turning it into a memorable moment that can lead to social media shares and increased brand loyalty. 

For retail, packaging must catch the eye amidst a sea of competitors. Bold colors, unique structural designs and clear product information are prioritized to help customers make quick purchasing decisions. Retail packaging often conveys the product’s benefits at a glance, standing out on crowded shelves. 

Efficiency in Fulfillment and Delivery 

Efficiency is vital in both e-commerce and retail packaging as well, but the focus varies depending on the channel. E-commerce packaging must prioritize space optimization to reduce shipping costs and maximize the number of packages transported per shipment. Lightweight, right-sized boxes or padded mailers are commonly used to streamline logistics while maintaining protection. Automating processes with tools like automatic conveyors can further enhance efficiency, allowing fulfillment centers to handle high volumes of orders quickly and accurately. 

Retail packaging, on the other hand, focuses on storage and display optimization. Products need to be shelf-ready and easy to handle for store staff. Packaging must balance durability for bulk shipping with the ability to be displayed attractively upon arrival. Tamper-evident features and stackable designs often play a key role in retail packaging strategies. 

Addressing Customer Expectations 

Consumer expectations are a driving force in packaging decisions. E-commerce customers demand their products arrive in perfect condition with minimal waste. Sustainable packaging options, such as recyclable materials and biodegradable mailers, have become increasingly important.  

Conversely, retail customers are drawn to packaging that reflects quality and innovation. Reusable or multifunctional packaging designs can add value, enhancing the perceived worth of the product. 

Why Understanding Packaging Differences Matters 

For logistics and supply chain professionals, understanding the distinct demands of e-commerce and retail packaging is essential for reducing costs, safeguarding products and enhancing customer satisfaction. By tailoring strategies to the unique needs of each channel, businesses can streamline fulfillment processes and maintain operational efficiency. 

When done right, thoughtful packaging design can transform a functional necessity into a powerful tool for success, enabling businesses to thrive in today’s fast-paced and competitive marketplace. 

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Sustainabile e-commerce Packaging at LogiMAT 2025

New Forklifts and Warehouse Equipment at LogiMAT

Bobcat will be presenting two major new developments at LogiMAT 2025 as part of a comprehensive display of the company’s material handling product lines, including diesel and electric forklifts, reach trucks and warehouse equipment such as pallet trucks and stackers.

Bobcat will be showing two new developments in the range including:

• New Class 3 warehouse equipment range
• New series of Li-ION 3-wheel counterbalance forklifts

New Class 3 Warehouse Equipment

At LogiMAT 2025, Bobcat is adding to its warehouse equipment portfolio with three new product series. In addition, the company’s current LSM12N-7 and BSL12/16N-7 stackers are now available in initial lift versions. The new warehouse products will also be available with Li-ION batteries from production.

New warehouse product series:

• BPM16/20N-7: pedestrian powered pallet trucks: 1.6 & 2 t capacity
• BPR20/25N-7: powered pallet trucks with platform: 2 & 2.5 t capacity
• BSR12/16N-7: powered platform stacker trucks: 1.2 & 1.6 t capacity
• BSR16N-7i: powered platform stacker truck with initial lift: 1.6 t capacity

The new BPM16/20N-7 pallet trucks are the perfect match for all kinds of applications in and around SMEs, manufacturing and warehousing. The long tiller arm provides optimal, highly ergonomic operation. It requires less effort, and the operator maintains an optimal distance from the truck. Top-quality components, robust construction, a travel speed up to 6 km/h, and simplified maintenance make the pallet trucks in this series reliable partners for every task.

Bobcat BPR20.25N-7 powered pallet trucks with platform

The BPR20/25N-7 platform pallet trucks features a travel speed of up to 8 km/h, ensuring the trucks are built for optimal horizontal transportation over extended distances. Equipped with Electric Power Steering (EPS), these trucks offer ergonomic and safe operation. The suspension flip-down platform minimizes body vibrations, and the sideways protective arms provide additional stability and protect the operator during turns. In walking operation mode, the platform and arms are folded compactly within the truck’s outline, conserving space.

The 1.2 and 1.6 t capacity BSR12/16N-7 platform stacker trucks are designed for high efficiency, excelling in storage and picking operations involving heavy weights. The ergonomic, suspension flip-down platform – paired with protective arms – greatly enhances operational efficiency. These trucks are capable of reaching lift heights up to 5.5 m and they are also perfect for tasks over extended distances.

Thanks to the robust 8 mm metal skirt, strong chassis, durable mast and metal battery cover – along with premium components from leading suppliers – these models lower service costs and ensure constant readiness for professional use. The EPS system, coupled with the proportional lifting function, enables smooth and effortless stacking operations.

Bobcat’s first Li-ION 3-wheel forklifts

The company is introducing the BNT series, Bobcat’s first Li-ION 3-wheel forklifts, designed for light to medium-duty applications. These models — the B16NT, B18NT and B20NT — offer a cost-effective, eco-friendly solution tailored to the growing CL1 market. The new range extends Bobcat’s electric counterbalanced line-up.

Manoeuvrability is the key aspect in the design of these forklifts, making them ideal for use in tight environments. Despite their compact size, these forklifts boast an ergonomic design that ensures large leg room and exceptional operating comfort for the operator. Setting a new standard in confined space material handling, these forklifts provide a smooth ride and high stability in every job.

3 different load capacity models are available:

• B16NT – 1.6 t load capacity at 500 mm
• B18NT – 1.8 t load capacity at 500 mm
• B20NT – 2.0 t load capacity at 500 mm

Key Highlights

• Dual Drive: equipped with 4.5 kW dual-drive motors to boost productivity
• Maintenance-free 51.2V 300 Ah Li-ION (LFP) battery and 150A charger (380V)
• Electric parking brake: ease of use and increased safety levels
• Comfortable dimensions: designed for compact environments, while still offering comfortable spacious dimensions for the operator

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Warehouse Secures AA Standard Accreditation

3PL fulfilment specialist Europa Warehouse, in Corby, UK, has boosted its credentials having been awarded AA accreditation, the highest rating, from the Brand Reputation Compliance Global Standard (BRCGS). This accreditation covers the storage of food and non-food packaging, packaging materials, and consumer products.

The globally recognised accreditation, (part of the British Retail Consortium, the go-to trade association for all UK retailers), marks the latest step in Europa’s warehouse investment programme, ensuring compliance for its retail, e-commerce, and wholesale customers.

This gold standard AA accreditation is a mark of assurance, demonstrating to customers that the highest standards are adhered to in the storage and distribution across the supply chain, providing peace of mind for customers who entrust their goods with Europa Warehouse. It is one of the most prestigious accolades in logistics, providing a framework for managing product safety, integrity, quality, and operational controls.

Dionne Redpath, Chief Operating Officer and Warehouse Divisional Director at Europa Worldwide Group, comments: “The latest accreditation reflects our determination to provide our customers with a complete supply chain management solution that delivers business objectives. Having undergone the rigorous audit process required we are delighted to join an elite group of certified global suppliers. This accreditation covers the storage of food and non-food packaging, packaging materials and consumer products – demonstrating our commitment to creating and manufacturing a process of well-designed risk-based product safety management systems.”

The BRCGS is one of the most important industry accreditations, providing the most effective way of showcasing the high standards enforced by the Europa Warehouse team in Corby, and the dedication the senior team has to improve and train their workforce.

Redpath continued: “This shows we meet the highest standards required and that we work to support customers, continually investing in the development of our services to deliver the highest quality.”

Jon Margetts, Head of Facilities & Health & Safety at Europa Warehouse added. “We are pleased to have received the highest British Retail Consortium certification for our Corby warehouse which reflects our continued commitment to customers.”

Europa Warehouse’s £60m Corby facility is capable of storing up to 100,000 pallets and processing up to 50,000 units of goods per day through its £11m automation system. Europa’s total combined portfolio in Dartford, Birmingham, and Corby, offers over 1 million sq. ft of dedicated warehouse and logistics space and are now fully authorised customs warehouses for both wet and dry goods.

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Right to Repair needs Right-size Approach

‘Right to Repair’ legislation is having an impact on consumer goods manufacturers and spare parts stockists in at least four States in the US, and those waves are being felt too, by OEMs in Europe and the UK, writes Jo Bradley, Business Development Manager at Sparck Technologies.

Perhaps not before time, the backlash against the ‘disposable society’ is in full swing. This is great news for the environment – not so great for the many companies who will face some serious packaging problems.

For many decades, ‘spares and repairs’ has been an industrial orphan – across a wide range of consumer goods, and indeed commercial equipment, it has been cheaper to send a broken item to landfill and buy a replacement rather than to have it repaired. In many cases the design and manufacture renders even simple repairs not just economically prohibitive but physically impossible. But under pressure from both consumers and regulators, this is changing.

In the US, at least four States have brought in versions of ‘Right to Repair’ legislation. In the European Union, the European Parliament early last year adopted a Directive extending existing laws to require manufacturers, initially of common household goods from washing machines to smartphones, either to repair damaged items, or to make spare parts, tools and instructions available to consumers and third party repair shops ‘at reasonable prices’. In the UK, major retailers including Currys (electricals/electronics) and the department store John Lewis are making a big thing of their repair services. This is in addition to the usual service of ‘consumable’ spares such as replacement filters.

But this will mean a big increase in the number of packages moving through different lanes. OEMs, or their parts stockists, will have to supply individual items, or ‘kits’ of parts and tools, both to repair specialists and direct to consumers, while the repair shops have to pack and despatch renovated products back to their owners. In the industrial and commercial sectors, suppliers to MRO (Maintenance, Repairs, Operations) activities – not just spare parts but also tools and consumables such as drill bits – already face similar challenges.

The range of items involved is intimidating. A washing machine repair might involve a new drum, or just a new microswitch. Under some of the new laws products have to be supported for many years so the number of different parts is vast. In automotive, where of course ‘spares and repairs’ never went away, we know a US client with 1.3 million part numbers in their catalogue – and that is just to support their niche market of imported German cars! Clearly, packing everything into the same narrow range of ‘standard’ boxes or cartons is a non-starter.

And many or perhaps, given the advance of electronics, most spare parts are small both in size and in value. Small items generally require proportionately more packaging material – coupled with labour costs it is no surprise that packing can cost more than the value of the goods. In many cases, supporting repairs is inherently uneconomic; the more so if spares are required to be supplied ‘at reasonable prices’. And shipping costs too can be disproportionate for small boxes, especially if the box is larger than it needs to be.

So OEMs, stockists and repair shops need to bear down heavily on the costs of pick, pack and dispatch. Smart automation of these operations will be critical, and luckily, ‘right-sizing’ boxes for dispatch can now be a fast, automatic process that can produce over 1000 boxes an hour.

Sparck Technologies’ automated boxing systems not only replace most of the labour required in manual operations – one or two operators on a machine can achieve the same throughput as up to 20 manual stations – but for individual items or ‘kits of parts’ can create boxes that are ‘fitted to size’ for each order. The item or assemblage is 3D scanned, the optimum size and shape of box calculated, board is cut, creased, erected, sealed, weighed and labelled. If required, the machine can keep producing ‘standard’ (not necessarily the carton industry’s standard) boxes until a ‘special’ is needed. There is also the option to split operations so that a ‘tray’ is produced into which items can be picked, and which is then united with its ‘lid’ elsewhere. Sparck’s CVP machines can handle weights of up to 30kg, and at the other end of the scale create boxes as shallow as 28mm.

The CVP Impack range can pack at up to 500 orders an hour, or one every seven seconds, while the CVP Everest range achieves an impressive 1,100 per hour – one box every three seconds, and unlike with manual packing, this performance doesn’t tail off towards the end of the shift.

Besides these labour savings and productivity gains, there are many other benefits. Savings in the use of board of typically 30% are commonplace, while void fill – typically non-recyclable – can be greatly reduced or even eliminated. Right-size boxes economise on postage or courier rates, particularly when these are based on ‘volumetric weight’, and make more efficient use of transport. Creating boxes at the point of use means that there is no need to store large numbers of pre-forms or erected boxes. With one machine you’ve got more than 40 million box sizes at your disposal. And packaging that fits the items snugly reduces the risk of transit damage. This all saves money, pleases the customer and is good for the planet.

Retailers and manufacturers are getting to grips with the Returns cycle – now they have to contemplate Repairs as well. But with ‘right-size’ auto-boxing technology, at least the pack and despatch side is more manageable.

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Rich Analytics Tool to Optimize Fulfillment Performance

Manhattan Associates (NASDAQ: MANH), a global leader in supply chain commerce, today announced the availability of Postgame Spotlight, a capability brought to life through a real-time dashboard, that highlights inventory allocation and placement decisions that limit order fulfillment performance. The solution provides real-time scenario analytics and actionable recommendations that can be shared with inventory planners to eliminate inventory deployment mistakes and reduce order fulfillment costs.

Recent advancements in online commerce and the introduction of new omnichannel fulfillment options are straining traditional supply chains. Modern order management systems strive to overcome the additional complexity and optimize order fulfillment with advanced sourcing logic, but physical constraints, such as poor initial inventory placement, often result in suboptimal routing choices and increased fulfillment costs.

Part of Manhattan Active® Order Management, Postgame Spotlight works by calculating the percentage of orders fulfilled from the best locations and identifies the factors that forced the system to divert orders to alternate locations. The solution examines the factors that negatively influence fulfillment efficacy — including the placement and levels of the required inventory, store resource capacity, and discrepancies in store service levels – to uncover improvement opportunities.

“Postgame Spotlight is a great companion to the Fulfillment Insights capability Manhattan introduced last year. While Fulfilment Insights helps retailers compare their performance to their peers, Postgame Spotlight helps look inward to quickly pinpoint opportunities to enhance inventory performance and profitability,” said Amy Tennent, senior director of Product Management for Manhattan.

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