The already booming mail order business in Germany received an additional boost from the contact restrictions during the corona pandemic in 2020 and 2021. And the more products were shipped online, the more the importance of the packaging industry grew.
Packaging is more than just a practical means of transporting products from A to B in modern e-commerce. They create identification, protect items from damage, strengthen the brand and create an unforgettable shopping experience. We show you how to profit from the mail order boom with the right packaging.
Facts and figures on e-commerce in Germany
E-commerce refers to the buying and selling of products and services via the Internet. This relatively new industry emerged in the 1990s, when pioneers such as Amazon and eBay turned conventional commerce on its head and revolutionized it.
Since the turn of the millennium at the latest, mail order sales in Germany have grown steadily. The corona pandemic in 2020 and 2021 and the associated lockdowns have reinforced this development.
The annual growth rates - previously single-digit - now became double-digit. In the B2C sector, total sales in 2021 amounted to a proud 86.7 billion euros. This was 19 percent above the previous year's figure. For the year ending 2022, experts are forecasting sales of 103.4 billion euros. Experts also expect annual growth rates of almost 12 percent for the coming years up to and including 2027.
The number of customers who use online shopping will also continue to increase - to a staggering 68.4 million users in 2025. The top-selling product groups have always included clothing, electronics and telecommunications items. But other sectors are also benefiting from the boom: sales of medicines, for example, rose by more than 50 percent in the Corona years.
Why is mail order booming over the Internet?
At a time when city centers are increasingly dominated by large chains, mail order is filling an ever-growing gap in Germany.
Whereas customers used to be able to choose from several suppliers in the pedestrian zone right outside their own front door, today this is almost only possible via the Internet.
Compared with traditional retailing, online retailing thus offers greater variety. It is also possible to order items from abroad that are not available in Germany. You don't have to leave your home to do this, nor do you need any technical aids - apart from Internet access and a terminal device.
There's no question about it: online retailing fits perfectly into a time when speed and efficiency are the top priorities. Most stores therefore explicitly cater to the wishes of their users and offer fast shipping, various payment options and personal support.
Last but not least, online shopping is of course fun. First googling for a store or product, then browsing the assortment, placing it in the shopping cart, and finally the transaction - all these steps are ideally accompanied by positive emotions.
The importance of packaging for a thriving online store
When a customer orders something from an online store, he is naturally concerned with the selected product. But before he holds the unpacked goods in his hands, his attention will inevitably be focused on something else: the packaging. It is the first thing he notices and sees.
In a way, the packaging is even more important than the product itself. This is especially true in online retail, where you can't win over your customers - as you can in brick-and-mortar retail - through friendliness and commitment in personal contact.
And when it comes to creating a positive customer experience, you can't afford to lose sight of the packaging. Competition in online retail is fierce. It's not uncommon for packaging to be the decisive factor that turns a simple unboxing into an "aha" experience.
Which packaging is suitable for mail order?
You've probably already guessed: there is no such thing as the perfect packaging for mail order business in Germany. The products to be transported are too different, and the safety requirements of the respective product are also too different. Last but not least, the image you want to convey also has a significant influence on whether packaging is suitable for your store or not.
Basically, packaging in the mail order business differs significantly from packaging in bricks-and-mortar retail. While sales packaging and service packaging are primarily used in retail stores, according to the Munich Chamber of Commerce and Industry (IHK), mail order businesses primarily use shipping packaging and transport packaging - such as cartons, bags and padded envelopes.
 A tip: Remember that many customers today film the unboxing of their product and post it on the Internet. You can use these so-called unboxing videos as free promotion. Products with a wow effect demand packaging that also triggers a wow effect. |
Criteria for good, sustainable packaging solutions
Make sure your packaging solutions are consistent with your brand image and message. The customer wants a consistent, well-rounded shopping experience - and you should provide it. It's also important to think of packaging as a marketing activity, and approach it seriously.
Practical aspects such as size are just as important as emotional aspects. Emotionality can be conveyed via packaging in various ways: through the color, the design, the imprint, enclosed thank-you cards, branded tissue paper and much more.
But: In addition to a well-rounded look and an emotionally appealing overall package, simple handling is also one of the must-haves that every package from your store should have.
 Here is a short list of the criteria that matter:
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The importance of packaging design: Color, Font & Optics
The design of the packaging determines the perceived value of a product. It should therefore always be of high quality and match the product. The same also applies to the color and font of the packaging for mail order in Germany.
When attaching advertising messages, slogans and the like, make sure that the packaging does not appear overloaded. There should also be enough space for mandatory information such as ingredients. Also important: color, font and design should fit into your corporate design and give the customer a good, familiar feeling.
Individuality of packaging pushes the uniqueness of your brand
The packaging design is the flagship of your product.
Who likes average solutions? Probably no one. The magic word in a highly competitive market like online retail is "value-added selling". This means: You have to offer the customer more than "just" the product.
Customized packaging arouses positive emotions and binds customers - often imperceptibly - to your store. You can achieve individuality with particularly well-designed boxes, high-quality inlays, or even stickers. The rule of thumb is: anything that makes the customer happy is good.
Conclusion: Packaging is more than just a shell
By creating a positive customer experience, packaging in the mail order business in Germany contributes to a satisfying, often even inspiring shopping experience.
Ideally, you develop your packaging into a unique selling proposition that sets you apart from the competition. Design, color, font, haptics and practical aspects such as accuracy of fit and product safety are particularly important.
FAQ
Question: How can I best use packaging to profit from the current boom in mail order business in Germany?
Answer: Offer your customers added value, i.e. packaging that inspires them emotionally and practically.
Question: Why is unboxing an important issue when it comes to the question of optimal packaging?
Answer: If users feature you and your product (plus packaging) in a YouTube video or on Instagram, you've done it: your reach and awareness increase without you having to do anything yourself.
 You have questions and/or suggestions to us about this topic or our products? We look forward to hearing from you! |
