Contents
What?
Online store order packaging has a real impact on the number of returns and complaints, and therefore on the costs of after-sales service in the world of e-commerce.
Why?
Overly delicate, poorly fitting, or haphazard packaging increases the risk of damage in transit, leads to returns, and increases labor, logistics, and customer service costs.
Who is it for?
Online store owners, operations managers, warehouse and logistics managers, and CX/customer service teams.
Background:
Returns are a natural part of online sales, but their scale and causes can vary significantly depending on the industry and shipping method. Some returns are due to size, color, or customer decisions, but in practice, a large portion of returns are operational: damage, missing items, picking errors, or problems with product security. This is where the packaging process becomes crucial, as it can be standardized, measured, and improved—and the results are visible in costs and customer reviews.
Why order packaging increase or decrease returns costs?
Many online stores treat packaging as the last step "before the courier." In reality, it's the moment when a company can minimize the risks of damage, abrasions, cracks, flooding, or product movement within the box. If a package arrives in poor condition, the likelihood of the customer opting for a return or complaint increases , even if the item could be salvaged. In the world of e-commerce, speed is also crucial – the more chaotic the packaging process, the more likely mistakes are to occur (e.g., a missing item), which also results in a return.
It's worth remembering that returns aren't just about labeling and shipping. They also involve team time, customer contact, checking the product's condition, returning it to the warehouse, and deciding whether to resell, repair, discount, or dispose of it. Therefore, online store returns costs are rising faster than many companies initially anticipate.
Components of return costs that are often forgotten
- customer service (contact, explanations, procedure)
- warehouse costs (receipt, inspection, storage, documentation)
- loss of value of the goods (damaged packaging, signs of use)
- re-shipping cost for exchange
- cost of picking errors (shipments, invoice corrections, additional packages)
The most common packaging errors that generate returns and complaints
Poorly thought-out packaging leads to damage and a loss of customer trust. In practice, similar patterns recur in online stores:
- Poorly fitting cardboard – too large causes the product to “fly”, too small increases pressure and the risk of breakage.
- No filling or accidental filling – the product moves around in the package, rubs and bumps.
- Lack of protection of corners and edges – a common problem in household appliances/electronics, decorations, ceramics.
- Poor parcel sealing – ungluing, opening in the sorting room, loss of content.
- Unclear communication – no instructions, no information about the set’s components, no simple “checklist” of the contents.
How to reduce returns costs with better packaging?
The good news is that packaging is a process that can be improved step by step. Even small changes—such as box standardization, checklists at the workstation, or quality control before closing the package—can quickly reduce the number of returns resulting from damage and errors.
Online store warehouse action plan
- Enter the packaging selection matrix (product → carton type → protection type).
- Perform short tests: a fall from a low height, pressure, shock – check whether the parcel will survive a standard courier route.
- Add a packing checklist for problematic products (e.g. glass, cosmetics, electronics, ceramics).
- Make sure to clearly describe the contents: "the package contains: A, B, C" – fewer reports of missing items.
- Monitor the reasons for returns and complaints – only then will you know whether the problem is due to the product, transport or packaging process.
If you need help organizing your online sales and operations processes, consulting and services – especially in areas where logistics, technology, and customer service need to work together.
Good packaging vs. mistakes that end in returns
| Area | A standard that limits returns | A mistake that raises costs |
|---|---|---|
| Packaging selection | Cardboard adjusted to the dimensions + product stabilization | "One box for everything", loose package |
| Security | Filling + edge/corner protection | No protection, product is damaged during transport |
| Quality control | Verification of completeness before gluing | Picking errors, missing items in the package |
| Communication | Simple "what's inside" information + instructions | The customer does not know if the package is complete |
What does this mean for sales strategies in the e-commerce world ?
Packaging affects not only costs but also the online store's reputation: ratings, reviews, returns, and recommendations. A customer who receives damaged goods often doesn't apportion blame between the carrier and the seller—they evaluate the entire experience. This makes packaging process optimization a key element of quality and customer retention strategies, not just a warehouse issue.
In practice, a "data + process" approach works well: you collect information about the reasons for returns and link it to specific SKUs, packaging types, and changes in packaging standards. If you want to develop this area more broadly, it's worth exploring online sales support tools technologies and solutions section , as some improvements can be implemented faster through automation.
Mini-checklist of KPIs to monitor after packaging changes
- Damage return rate (month-on-month)
- number of transport complaints
- packing time per parcel (whether the standard doesn't slow down the process)
- cost of packaging materials vs. decrease in returns
What conclusions can online store owners draw?
If returns are increasing and the statistics show damage, missing items, or security issues, it's a sign that the packaging process needs to be streamlined. A well-developed standard reduces returns , stabilizes costs, and improves the online store's reputation with customers. Importantly, it doesn't always have to start with a revolution—a few clearly defined rules, team training, and measuring the results after two to four weeks are often enough.
In the world of e-commerce, companies that treat logistics and after-sales service as an advantage, not just a necessity, are winning. That's why they're increasingly investing in standardization, quality control, and technology that streamlines processes.
