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It’s widely recognized that e-commerce is growing and has become an integral part of our modern landscape. But for food brands, e-commerce is still relatively new, and the battleground is fierce, especially if you’re in the private label space. From small online grocers to Amazon, consumers have no shortage of digital aisles — and products — to browse.
These spaces have allowed brands to grow in myriad ways, offering unprecedented opportunity to reach consumers at the touch of their screen. As consumer interests have gravitated toward healthier food choices, emerging e-commerce platforms such as Thrive Market™ have created even more opportunities for growth. But, these opportunities also bring greater competition as more brands are vying for consumer attention.
So how do you get noticed on the digital shelf? Packaging design plays a big part in it. Here’s what to know about packaging for private label products in the era of e-commerce.
Navigating Market Saturation on E-Commerce Platforms
The e-commerce market has exploded in recent years, projected to grow some $692.7 billion (52.41%) by 2029, according to Statista. That means more consumers than ever will gravitate toward digital aisles, and brands will have to adapt to a new landscape for selling their products. And, unlike their physical counterparts, virtual shopping aisles have a seemingly endless array of products. Consumers can infinitely scroll through pages of products to find the choice that aligns with their values — or best captures their attention.
On digital platforms such as Thrive Market™, products appear much smaller than their actual size and amongst countless other products, making it difficult to capture consumer attention.
This unique shopping environment means packaging carries a heavier weight than perhaps physical shelves. It has to quickly communicate the brand’s values (and value proposition), product attributes, quality, and claims, all while signaling effective functional properties, such as product protection and convenience. And, it has to do it all visually — consumers can’t pick up the product and inspect it as they can on a store shelf.
For private label brands with lesser recognition than name brands, the stakes are particularly high. Your product can be placed anywhere in the queue or on the page, in any order, and even in conjunction with products in other categories. It’s all too easy to blend in or simply get overlooked in a lottery of other brands. That makes packaging design all the more important in standing out.
Creating a Digital First Impression with Private Label Packaging
Standing out to e-commerce consumers involves thoughtful, intentional private label packaging design. Visual elements such as color scheme, bold claims and branding matter all the more in e-commerce. But it’s not just about solid branding — you’ll also want to consider what you want your package to communicate. Is it eco-friendliness? Small batch or local products? Premium quality? Clean ingredients?
Use your packaging to tell that story. If you want to emphasize limited ingredients, for example, you may want to adopt flexible packaging with a minimalist appearance. If you want to communicate the artisanal qualities behind your product, you could choose a rigid container with a premium label and closure. That story also needs to be digestible at a glance, so you’ll want to think about the message you want to take center stage.
Example of “fair trade coffee” search results on Amazon. It is easy to tell, at a glance, what the tactile experience of each of these might be, and what functional and convenience features they offer (or don’t).
However, it’s crucial to go beyond visual design. You’ll also need to consider functional and convenience features. Today’s e-commerce platforms have more dynamic displays than in the past, allowing for a more realistic visual of your product. Consumers can more easily identify whether your packaging offers convenience features, such as reclosability, or even tactile features, such as a matte finish. Consumers are better able to imagine themselves interacting with your product, and a key part of that interaction is the packaging. Now, consumers are more familiar with premium packaging features, and they expect it from their private label brands, especially those in the organic or health food space.
Don’t Forget the Follow-Through
A memorable or bold appearance is only one factor in creating a positive e-commerce experience. To cultivate brand loyalty, you need to deliver on consumer expectations for your packaging once they buy. E-commerce consumers have the same basic expectations for packaging that in-person shoppers do — function and convenience. But, they likely have assumptions about your packaging based on the image, price point or other factors they’ve seen on that platform. That means it’s all the more important that your packaging plays the part. Level-ups like finishes, closures, degassing valves or eco-friendly features are all ways to deliver the experience private label e-commerce consumers are looking for.
A Packaging Partner That Understands the Power of Private Label
Partnering with an experienced packaging partner like Belmark positions you for success in e-commerce. Our expertise spans design, material selection, structural engineering and more to create packaging that blends visual appeal with performance.
We also understand how to translate brand stories and ethical commitments into packaging that resonates with consumers. By helping you align your packaging with key selling points and values, we enable you to reach consumers on both e-commerce platforms and in-store. And, with no order minimums, industry-leading lead times and world-class customer service, Belmark empowers you to grow at your own pace.
