Why your packaging matters when you sell online

The right packaging protects your products, builds customer trust and can save your business money. And we can help with that. Read our guide to help get it right for you and your shoppers.

man and lady taping up a box together

The importance of the right packaging

Whether you sell online full time or as a side hustle, packaging plays a big part in how your customers experience your service. 

It’s not just about getting items from A to B. It’s about making sure they arrive in one piece, look the part and don’t cost you more than they need to.

Protect your products during delivery

One of the most important reasons to use good packaging is it protects what you’re sending. The right packaging will keep your items safe in transit. 

If you use substandard packaging or don’t package up your items securely, you risk: 

  • Products arriving damaged
  • Unhappy customers and bad reviews
  • Having to send customers refunds or replacements
  • Lost time and money

To help avoid these issues, make sure you:

  • Use strong boxes or padded envelopes that suit the item you’re sending
  • Add bubble wrap, foam or paper to stop it moving around
  • Securely seal packages with quality tape
  • Choose waterproof materials or covers if weather is a risk

If you’re sending something fragile like a mug, ornament or electronic device, wrap it tightly in padding. Put it in a sturdy box and add a ‘fragile’ label. Then shake the box before you seal it. If it moves, add more padding.

Read more about how to pack your parcel

Make a strong first impression

Packaging also plays a big part in your brand reputation. It’s often the first real contact customers have with your business. It tells them how much you care about the item… and about them.

To make your packaging feel thoughtful:

  • Use clean, undamaged packaging materials
  • Include a thank you note or a business card
  • Keep it tidy. Don’t overuse tape or scribble on the box
  • Wrap products attractively, especially if they’re gifts
  • Avoid stuffing things into the wrong-sized box

 

Small touches, big impact

A branded sticker, a colourful bit of tissue paper or a handwritten thank you can make your parcel more memorable. This increases the chances of a repeat order or a glowing review.

Keep packaging costs down

It’s important to make sure packaging is part of your costs. If you’re not careful, it can eat into your profits.

To keep your costs under control:

  • Match the size of packaging as closely as you can to the item
  • Avoid oversized boxes as they’ll cost you more to ship
  • Use lightweight materials if you can 
  • Buy packaging in bulk to get better prices
  • Reuse clean boxes and padding when you can
  • Compare postage prices across parcel sizes and weights

Small items like jewellery or phone accessories often fit neatly into padded envelopes. These are cheaper to post than boxes and still provide protection. Just make sure you’re clear on any restrictions that apply, such as to compensation cover, and any extra cover you might need if sending larger letter sizes.

Read more about sending valuables, including jewellery.
 

Choose packaging that fits your products

Not all products need the same packaging. Choose carefully based on its size, shape and how delicate it is. And consider your customers’ expectations. If you were receiving the item, how would you want it to arrive?

Clothing

  • Use slim, recyclable polybags or paper mailers
  • Fold items neatly to avoid creases
  • Add tissue paper or branded wrap for a premium touch

Electronics

  • Use foam padding or air cushions to prevent damage
  • Choose anti-static bags where needed
  • Mark the parcel as ‘fragile’ clearly

Handmade items

  • Wrap carefully with paper or eco-friendly bubble wrap
  • Add a personal thank-you note or care instructions
  • Match the packaging style to your brand

Books and prints

  • Use rigid cardboard mailers
  • Wrap items in paper to prevent scratches
  • Add corner protection for large prints

Lots of Post Office branches sell a range of packaging. Chat to the team at your local branch to find the options that suit the type and size of the items you’re sending.

Use packaging to build your brand

Packaging is more than just protection. It’s a chance to reinforce your brand.

To bring your brand into the experience:

  • Use branded stickers, tape or tags
  • Include your logo on the box or items you insert
  • Match packaging colours to your brand (eg the colours in your logo) 
  • Write a short thank you message or link to your social media channels
  • Encourage reviews or photos with a printed note

Remember, you don’t need to spend lots. Even one or two branded touches can help your parcels stand out from others.

Sustainable packaging choices

More customers are looking for brands that care about the planet. Making sustainable packaging choices helps you stand out for the right reasons.

Here are a few ideas to try:

  • Use cardboard instead of plastic where possible
  • Choose recyclable, compostable or biodegradable materials
  • Avoid unnecessary extras like plastic confetti
  • Mark packaging as ‘100% recyclable’ or ‘eco-friendly’ if it is 
  • State the percentage of your packaging that’s from recycled sources 
  • Reuse materials if they’re clean and fit for purpose

Plan your packaging in advance

It’s frustrating to run out of packaging materials when you’ve got orders to send.

To avoid last-minute stress, keep these supplies stocked:

  • A range of box sizes
  • Padded envelopes or mailers
  • Tape, scissors and pens
  • Return address labels
  • Branded stickers or cards
  • Bubble wrap or shredded paper
  • Resealable bags or wraps
  • Spare thank you notes

You can even pre-pack some common orders to save time. Just leave them unsealed in case details change.

Don’t forget about returns 

Returns are a normal part of selling online. The easier you make it, the more likely the customer is to buy from you again in future, even after there’s been a problem.

Here’s how to make returns simple:

  • Make sure you clearly state your returns policy before customers buy
  • Include a returns note or link to your returns info
  • Use resealable mailers if possible
  • Make sure your contact details are visible
  • Avoid packaging the recipient has to destroy to open
  • Make it clear you’re happy to help with any issues
  • By offering Royal Mail, Evri or DPD returns your customers can use Post Office as their drop-off location

Read more about why returns matter when you sell online

Use Post Office parcel services

Once your item is packed, you’ll need to send it. Post Office makes it easy. 

You can drop off at thousands of local branches. UK posting and international services from Royal Mail and Parcelforce Worldwide, for a range of different letter and parcel sizes, are available in all of them. And you can send inland and overseas with DPD and Evri in a growing number of branches too.

Some or the benefits of sending with us include:

  • Expert postmasters and teams in branch to help you find the right service
  • Proof of postage and tracking
  • Pay for postage online or in branch, whatever suits you
  • Or sign up for free to our Drop & Go service. Our branch team will weigh and apply your chosen postage to your items and charge your prepaid account, so you don’t have to wait 

Whether you sell full-time or as a side hustle, we’ve got services to match your needs.

Find nearby branches

Key takeaways

  • Good packaging keeps your products safe and reduces returns
  • A smart, tidy parcel builds customer trust and boosts repeat sales
  • Packaging costs can add up. Choose wisely to protect your profits
  • Sustainable packaging can improve your brand image
  • Post Office offers a choice of easy parcel services for online sellers

Ready to send? We can help with that

Common questions about packaging

  • Use strong boxes with plenty of cushioning like bubble wrap or foam. Make sure nothing moves inside the parcel before sealing it. Read our guide to how to pack your parcel 

  • Match packaging to the size of the products you’re sending. Reuse clean materials if you can. Buy your packaging in in bulk. And choose lighter options to save on postage.

  • Yes, if it’s clean and undamaged. Remove any old labels and make it look tidy. Customers often appreciate sustainable practices.

  • Most Post Office branches stock a range of packaging materials, including envelopes, boxes and tape. Our postmasters and branch teams can help you find what you need. You can also get them from wholesalers. Remember, buying in bulk can often save you money in the long run.

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  • Not always. Recycled and compostable materials are now widely available and affordable, especially when bought in bulk.

  • Attractive, well-organised packaging with a thank you note or branded touch shows you care. It builds trust and encourages future orders. It can even build anticipation as your customers excitedly wait for their item to arrive.

More services for online sellers 

  • Parcels Online

    Compare prices and services from our partner carriers and pay for postage online. Then drop your parcels off at a participating Post Office branch

  • Drop & Go

    A fast-drop service for regular senders, online sellers and small businesses. No waiting at counters, weighing or printing labels. We do it all for you 

  • Everyday banking 

    Access your bank account at thousands of Post Office branches. Pay in cash and cheques, make withdrawals or check your balance