Packaging as a driving force behind e-commerce success

In the dynamic world of e-commerce, entrepreneurs face an ongoing challenge: finding the perfect balance between sustainability, cost efficiency and customer satisfaction when choosing packaging. The latest episode of the podcast ‘Op weg naar 20 miljoen’, recorded during the Webwinkel Vakdagen in Utrecht, featured an in-depth discussion of this question with Mark Kamerman, a product specialist at Topa Verpakking. Here he shared valuable insights on how the right packaging choices can contribute to strengthening your brand identity, saving costs and improving sustainability. The conversation centred around the crucial importance of the right packaging for growing online businesses.


“Packaging plays an essential role in the customer experience,” Mark underlines. “It’s often the first moment of physical contact between you and the customer, so it has to make an impression.” Sustainability of packaging is becoming increasingly important too. “Customers are attaching more and more value to sustainability. It’s important to respond to this and to be transparent about your efforts, as this is the only way to strive for more environmentally friendly options without impacting on quality.”

Sometimes less can be more

Saving costs is another increasingly important consideration within e-commerce. An efficient packaging process can result in significant savings in the long term. By focusing on smart packaging solutions, businesses can achieve major savings on both material and shipping costs. This includes using the right sizes to minimise waste, using sustainable materials that reduce costs in the long term, and optimisation of the packaging process. By bearing cost in mind when choosing and using packaging, e-commerce companies can improve their operational efficiency and competitiveness at the same time.

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“It’s important to look at ways you can save costs without making concession in terms of the quality of the packaging. Entrepreneurs need to continue to juggle the various packaging options and try new things, or conversely drop things, now and then. Evaluations, and any necessary improvements, need to be carried out regularly. The market is evolving constantly, so it’s important to stay flexible and adapt to the changing conditions. Sometimes less can actually be more,” Mark advises.

Customer loyalty through personalised packaging

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The power of personalisation of packaging within e-commerce cannot be underestimated. It’s about more than just protecting the product during shipping; it offers a unique opportunity to leave a lasting impression on the customer. By personalising packaging with the brand’s logo, a personal message or even adapted designs that match specific customer preferences, for example, e-commerce companies can create a memorable and distinctive experience. This not only strengthens the brand perception, but can also increase loyalty and encourage word-of-mouth advertising.

“I believe strongly in the power of personalisation to improve the customer experience and brand recognition,” says Mark. “By adapting packaging to customers’ preferences, you can create an unforgettable experience. And this doesn’t have to be at the expense of cost saving and sustainability. It can only serve to elevate your brand identity.”

Whether you’re at the start of your e-commerce adventure or have already achieved substantial growth, Mark Kamerman’s insights will definitely help you on your way to success. Don’t miss this episode if you want to learn how to view packaging not just as a necessity, but as an opportunity to strengthen your brand, save costs and improve your company’s sustainability.

Would you like to know more about the right packaging solution for your e-commerce business? Then don’t hesitate to contact us by phone: +31 252 245 200 or email:


February 13, 2024
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