If you think packaging is “just a box,” you’re missing one of the biggest opportunities in ecommerce. In a physical shop, customers get ambience, team, and displays. Online, your customer’s first tangible experience of your brand is when that parcel lands on their doorstep. That moment — the unboxing — is where you turn a transaction into a relationship.
So when you’re outsourcing fulfilment, you should absolutely ask: “Can you handle branded packaging and unboxing?” Because not every provider can, and it makes a world of difference to how your customers perceive you.
Why Unboxing Matters
- It’s your shopfront. The second a customer receives your parcel, they’re experiencing your brand in real life. The colours, the feel of the packaging, even the tape you use — it all tells a story.
- It’s marketing. Unboxing videos on TikTok and YouTube have millions of views. Branded packaging makes your product shareable.
- It builds loyalty. Customers are far more likely to reorder if the first delivery felt special, not generic.
In short: the right packaging transforms a “parcel” into a brand experience.
What to Ask From Your Fulfilment Partner
• Custom boxes and tape. Can they stock and use your branded packaging rather than plain cardboard?
• Inserts and flyers. Do they handle adding personalised thank-you notes, discount codes, or marketing materials into each parcel?
• Kitting and subscription packs. Can they assemble multi-item sets, gift boxes, or subscription boxes on demand?
• Eco-friendly options. Do they support recyclable, compostable, or plastic-free packaging if sustainability is part of your brand story?
Not all fulfilment providers will say yes to all of these — so ask upfront.
A Tale of Two Deliveries
I once ordered skincare from two different small brands. One arrived in a plain brown box, no frills, with the product rattling inside. It did the job, but it felt… forgettable.
The other arrived in a sleek branded box, tissue-wrapped, sealed with a pink sticker, and a little note inside saying “Thank you for choosing us.” Same type of product, but I instantly felt a stronger connection to the second brand. Guess which one I reordered from?
That’s the power of unboxing.
Operational Considerations
Branded packaging does add complexity. It requires your fulfilment partner to store your packaging materials, train team members to pack parcels your way, and possibly spend more time on each order. That usually means a small additional fee per order.
But think of it as marketing spend, not operational cost. If a 30p insert or a £1 custom box turns a one-off customer into a repeat buyer, the ROI is enormous.
Questions to Ask Your Provider
- Can I supply my own branded boxes and materials?
- Do you offer eco-friendly packaging options?
- How do you handle inserts or promotional flyers?
- Can you assemble kitting or subscription packs?
- Are there additional costs for branded packaging services?
Final Thought
Outsourcing fulfilment shouldn’t mean outsourcing your brand identity. A good partner will help you deliver not just parcels, but experiences.
So don’t be shy about asking for branded packaging and unboxing. Because every box is more than cardboard — it’s your brand, sitting in a customer’s hands, ready to make an impression that lasts.
