Unboxed: Why packaging is one of the most overlooked growth levers in e-commerce

The trust factor: How packaging shapes brand perception

Packaging can affect how customers feel about your brand before they even use your product. Long before a review is written or a return is requested, the box, bag, or wrap you choose is already sending signals about who you are as a brand.

Premium packaging resonated strongly with survey respondents. A full 73% of consumers said it improved their view of the brand. The effect was especially high among Gen Z (80%), followed by millennials (73%), Gen X (68%), and baby boomers (65%).

That perception lift translated directly into purchasing behavior: 57% of consumers said they had made a purchase from a brand specifically because the packaging from a previous order left a strong impression. That number was highest among Gen Z (61%) and millennials (60%), with Gen X and baby boomers each at 49%.

Another 44% of consumers said packaging significantly influences whether they'd buy from a brand again, while 41% said it affects their trust in a brand, and 38% said it plays a role in whether they'd recommend a brand. However, there are limits to how far packaging can go. Consumers said packaging starts to feel less genuine and more gimmicky when it:

• Noticeably adds to the cost of the product (55%)
• Creates unnecessary waste or uses non-recyclable materials (54%)
• Appears more expensive than the product itself (50%)
• Prioritizes aesthetics rather than the customer experience (40%)

The most effective packaging feels intentional, not performative.

The unboxing effect: Emotions, sharing, and staying power

Opening a thoughtfully packaged order can feel less like receiving a shipment and more like unwrapping a gift. That moment of discovery triggers real emotional responses, and often prompts consumers to share, save, or even forgive.

The reach of packaging frequently extends beyond the people who receive it. After seeing someone else's unboxing online, 42% of consumers followed, tagged, or searched for that brand. That makes packaging one of the few marketing channels that works even when you're not the one doing the marketing. Every order a customer shares increases your brand's organic reach.

The most common emotion consumers reported when receiving packaging that stood out was delight or pleasant surprise (53%). Close behind were feeling like they were receiving a gift (45%), excitement (44%), and feeling valued as a customer (42%). Another 30% said they felt anticipation, and 13% reported a stronger sense of connection to the brand. More than half of consumers (55%) have kept packaging because it was too nice to throw away.

A well-packaged order can also build a cushion of goodwill, softening an otherwise frustrating experience. Roughly a quarter of consumers (26%) said premium packaging makes them more forgiving of a shipping delay, and 21% said it makes them more forgiving of a higher price.

What small business owners are investing in and what's working

Small business owners are investing in packaging, though spend and strategy vary significantly by product category. They also shared what they believe helps to build customer loyalty.

The gaps between what sellers include and what actually builds loyalty reveal real missed opportunities. Handwritten thank you cards are rated the most effective tactic for earning customer loyalty by 49% of small business owners, yet 62% still don't include them.

Free samples and printed inserts tell a similar story. Only 27% and 26% of sellers currently include them, yet 34% and 30% of sellers say they build loyalty.

Most small business owners (85%) believe their packaging meets or exceeds customer expectations. But with only 39% currently including anything beyond standard protective packaging, there's a real opportunity for brands looking to differentiate and stand out. Another 29% had already taken steps in this direction, redesigning their packaging specifically to create a more memorable unboxing experience or one worth sharing on social media.

Of those who had tried or considered various packaging elements, branded tissue paper (27%) and custom-printed boxes (26%) were most commonly flagged as not worth the cost. Sellers may want to weigh ROI carefully before investing in those specific touches.

The average cost of packaging varied across product categories as follows:

• Subscription boxes ($8.20)
• Beauty and personal care ($6.40)
• Health and wellness ($5.86)
• Home goods and decor ($5.58)
• Apparel and fashion ($4.77)
• Jewelry and accessories ($4.56)
• Electronics and tech ($3.76)
• Food and beverage ($3.45)
• Toys and hobbies ($3.44)

Overall, 68% said they track trust, repeat purchases, and recommendations as separate packaging outcomes. In other words, they measure each result separately, so they can see exactly how packaging builds trust, drives repeat sales, and encourages consumer recommendations.

Tools to help you create packaging that connects

Great packaging starts with a clear, consistent brand identity, and Adobe Express has tools to help you build it without prior experience:

• Brand kits: Store your brand's colors, fonts, and logos in one place so every label, insert, and mailer looks cohesive. Consistency is one of the fastest ways to build the kind of trust that brings customers back.
• Printed products: Design and order business cards, stickers, and flyers that double as packaging inserts, giving every shipment a built-in loyalty touchpoint.
• Logo maker: Create a polished logo to anchor your packaging and make your brand recognizable enough to search for after an unboxing.
• Flyer maker: Design printed inserts, discount cards, or brand story cards that give customers a reason to return and something worth sharing.