Reliable shipping packaging becomes more important
Chances are you are familiar with the Chinese online shops Temu and Shein. Almost half of the consumers in Europe’s biggest markets have already bought something there and almost every online consumer knows these webshops. Aeternus’ report shows that an increasing proportion of Dutch orders are shipped directly from Chinese factories. 85 to 95 percent of these orders are stopped by customs because they do not comply with European product legislation. “Remarkably, despite their enormous brand recognition, these web shops fail to build customer loyalty,” says Rob. Indeed,the Amazon Shopper Reportletshows that growth is stagnant and remains around 50 percent in the 2024-2025 comparison.“Those who sell products in Europe must comply with packaging and product regulations. To distinguish yourself from these Chinese webshops, it is important to focus on reliability. This goes beyond complying with laws and regulations. For example, many Chinese products are shipped in simple, thin shipping bags. “Your letterbox package can exude confidence with a recognizable design and packaging that is visibly sturdy for heavier products. Also communicate clearly on your website what customers can expect from delivery. This prevents doubt and reinforces trust in your brand.”
Beware of unnecessarily high shipping costs
Platforms like Bol.com and Amazonalso continue to grow. Bol.com strengthened its position as the largest online store in the Netherlands in 2024 with sales of €3.1 billion and more than 50,000 sales partners. The Netherlands is one of the few countries where Amazon does not yet have a dominant position, but that is about to change. Over the next few years, Amazon is investing €1.4 billion to accelerate its growth in our little country. Rob sees that the growing dominance of these platforms is causing more and more smaller webshops to choose to offer their products here. “Bol.com and Amazon have strict requirements for packaging,” Rob explains. “Think about dimensions, barcodes and guidelines to prevent damage to the product. Especially for start-ups, those requirements can be overwhelming. That’s why when you start a new product line, get good advice on packaging that not only meets those requirements, but also fits your product and brand.” In practice, Rob sees many Web shops “playing it safe” when shipping by shipping products in packaging that is larger than necessary. “For consumers, this means unnecessary extra shipping costs. This quickly leads to negative reviews. If you choose a pouch, then your product can often even be shipped without a box. The packaging itself also fits the contents well, with as little unnecessary air as possible.”
Companies miss opportunities in sustainability
Another theme that resonates strongly with consumers is sustainability. Aeternus’ report shows that many companies are struggling to translate this concretely into their product packaging. “Many e-commerce companies are looking for ways to reduce their visible environmental impact, for example by reducing air in packaging or using reusable materials,” Rob says. “At the same time, many orders are still delivered by diesel buses. It is precisely in transport that sustainability often fails.” Yet sustainable packaging does not have to be difficult at all: “A pouch can be made entirely from one type of plastic, such as mono-PE or mono-PP. This makes the packaging easily recyclable within existing recycling streams.” Rob also sees clear opportunities for your brand on the transportation front. “Pouches are lightweight and easily stackable. They take up less space during transport, which directly contributes to lower CO₂ emissions in the chain.” By 2030, sustainability will no longer be a choice: with the advent of the PPWR guidelines, e-commerce companies must ensure, among other things, that shipping packaging contains a maximum of 50 percent empty space. “Those who already pack smart now will soon be better prepared,” he said.
