Right-Sized Packaging for E-Commerce

E-commerce continues to grow. At the same time, the demands placed on shipping operations are increasing. Customers expect fast delivery, companies face mounting cost pressure, and sustainability is becoming a key competitive factor.

Many online retailers, brands that manage their own shipping, and fulfillment centers face the same challenge: products are often packed in standardized shipping boxes that are much larger than necessary. The remaining empty space requires additional void fill, increases material costs, and results in unused transport capacity. Right-sized packaging addresses exactly this issue.

Right-sized packaging refers to shipping packaging produced to match the exact dimensions of one or more products. Instead of relying on a limited selection of pre-made standard boxes, the package is tailored to the actual product dimensions.

The result is a package with significantly less empty space, lower material use, and less need for additional void fill. The principle is simple, but it can have a substantial impact on efficiency across the entire supply chain.

Several developments are prompting companies to reassess their packaging strategies:

Rising shipping volumes

As online retail grows, so does the number of parcels shipped each day. Packaging operations must handle increasing volumes without allowing costs or resource consumption to rise at the same pace.

Greater cost pressure

Material, storage, and transportation costs are under close scrutiny at many companies. Every unnecessarily large package adds expense. At high shipping volumes, those costs can quickly add up.

Sustainability becomes a business priority

Sustainable packaging is no longer simply a marketing initiative. Customers, investors, and regulators increasingly expect companies to use resources responsibly. As a result, businesses are looking for ways to reduce packaging material, waste, and transport-related emissions.

New regulatory requirements

Regulatory developments such as the EU Packaging and Packaging Waste Regulation (PPWR) are placing greater emphasis on material efficiency and packaging waste reduction. For many companies, this is another reason to review and further develop their existing packaging concepts.

Right-sized packaging is often viewed first and foremost as a way to save packaging material. Its potential extends much further. Depending on the business model, product portfolio, and shipping volume, packaging tailored to each shipment can help companies lower costs, improve process efficiency, and advance sustainability goals. End customers also benefit from a better delivery and unboxing experience.

Less packaging material

Packages that closely fit their contents reduce empty space and can be designed more precisely around actual requirements. This can lower the use of corrugated board and additional void-fill materials. Depending on the application, the material savings can be substantial.

More efficient transportation

Less empty space also means less unused transport volume. This allows companies to make better use of available transportation capacity and optimize logistics. Depending on the packaging system and application, right-sized packaging can reduce corrugated board use by up to 30 percent and transport volume by up to 20 percent.

Greater fulfillment efficiency

Automated packaging solutions help companies process high order volumes efficiently and manage seasonal peaks more effectively. At the same time, employees can focus on tasks where human judgment and flexibility add the most value.

Better customer experience

Customers also benefit from right-sized packaging. Less void fill, less packaging waste, and a package that fits the product all contribute to a more positive unboxing experience. They can also reinforce the perception of a brand as sustainability-minded and customer-focused. Many modern shipping packages can also be reused for returns, making the returns process more convenient for consumers.

The concept is particularly relevant for companies with high shipping volumes and a wide variety of product sizes.

Examples include:

• Brands with their own e-commerce operations

• Online retailers with broad product ranges

• Direct-to-consumer brands

• Fulfillment centers and logistics providers

• Companies with highly seasonal shipping volumes

Potential savings tend to increase with both shipping volume and the variation in product sizes.

Choosing the right package size is an important step. However, right-sized packaging delivers its full potential only when companies consider the entire packaging process. In addition to packaging design, key factors include the materials used, the level of automation, transportation requirements, recycling concepts, and process stability in day-to-day operations. Assessing these factors together often unlocks much greater efficiency and sustainability gains than optimizing individual packaging components in isolation.

Henkel’s perspective is that right-sized packaging should not be evaluated as a machine or material decision alone. Its business value depends on how packaging design, substrates, automation, application technology, adhesives, and recycling requirements work together under real operating conditions.

Only a few years ago, shipping packaging was often viewed as a necessary cost. Today, it is increasingly becoming a strategic tool for improving efficiency, sustainability, and customer satisfaction.

Right-sized packaging shows how closely these priorities are now connected. A package that uses less material can also reduce transportation costs, support sustainability goals, and improve the customer experience.

Companies looking to capture this potential no longer view packaging in isolation. Instead, they treat it as part of a broader strategy for efficiency, sustainability, and evolving regulatory requirements.

Right-sized packaging is more than a way to reduce packaging material. For e-commerce companies, brands, and fulfillment providers, it is becoming a strategic lever for addressing costs, resource use, and process complexity at the same time.

The key is the interplay between packaging design, material selection, automation, protection during transport, and recyclability. Companies that take a holistic view of these factors can make their packaging processes more efficient and respond more effectively to evolving market and regulatory requirements.

Henkel helps companies unlock this potential in practice, with adhesive solutions and application expertise that combine efficiency, sustainability, and reliable packaging operations.