Food Engineering logo
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • TOPICS
  • EXCLUSIVES
  • MEDIA
  • FOOD MASTER
  • EVENTS
  • RESOURCES
  • EMAGAZINE
  • SIGN UP!
cart
facebook twitter linkedin youtube
  • NEWS
  • Latest Headlines
  • Manufacturing News
  • People & Industry News
  • Plant Openings
  • Recalls
  • Regulatory Watch
  • Supplier News
  • PRODUCTS
  • New Plant Products
  • New Retail Products
  • TOPICS
  • Alternative Protein
  • Automation
  • Cannabis
  • Cleaning | Sanitation
  • Fabulous Food Plants
  • Food Safety
  • Maintenance Strategies
  • OEE
  • Packaging
  • Sustainability
  • More
  • EXCLUSIVES
  • Plant Construction Survey
  • Plant of the Year
  • Sustainable Plant of the Year
  • State of Food Manufacturing
  • Top 100 Food & Beverage Companies
  • MEDIA
  • Podcasts
  • Videos
  • Webinars
  • White Papers
  • EVENTS
  • Food Automation & Manufacturing Symposium and Expo
  • Industry Events
  • RESOURCES
  • eNewsletter
  • Custom Content & Marketing Services
  • FE Store
  • Government Links
  • Industry Associations
  • Market Research
  • Classified Ads
  • EMAGAZINE
  • eMagazine
  • Archive Issue
  • Advertise
Food Engineering logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Food Engineering logo
  • NEWS
    • Latest Headlines
    • Manufacturing News
    • People & Industry News
    • Plant Openings
    • Recalls
    • Regulatory Watch
    • Supplier News
  • PRODUCTS
    • New Plant Products
    • New Retail Products
  • TOPICS
    • Alternative Protein
    • Automation
    • Cannabis
    • Cleaning | Sanitation
    • Fabulous Food Plants
    • Food Safety
    • Maintenance Strategies
    • OEE
    • Packaging
    • Sustainability
    • More
  • EXCLUSIVES
    • Plant Construction Survey
    • Plant of the Year
    • Sustainable Plant of the Year
    • State of Food Manufacturing
    • Top 100 Food & Beverage Companies
  • MEDIA
    • Podcasts
    • Videos
    • Webinars
    • White Papers
  • FOOD MASTER
  • EVENTS
    • Food Automation & Manufacturing Symposium and Expo
    • Industry Events
  • RESOURCES
    • eNewsletter
    • Custom Content & Marketing Services
    • FE Store
    • Government Links
    • Industry Associations
    • Market Research
    • Classified Ads
  • EMAGAZINE
    • eMagazine
    • Archive Issue
    • Advertise
  • SIGN UP!
Packaging

Packaging

Keeping up with the e-commerce expansion

By Tom Egan , PMMI
e-commerce packaging
January 24, 2020

As consumers demand greater convenience, e-commerce sales continue to rise. According to the 2019 Internet Retailer Top 1000 Report, consumers spent $517.36 billion online with U.S. merchants in 2018, up from $449.88 billion spent the year prior. Even when the final sales takes place in a store rather than online, the first step to most purchase decisions starts at the search bar.

As e-commerce platforms continue to grow, brands face the prospect of SKU proliferation and the challenges of ensuring products reach consumers in excellent condition. As manufacturers and brand owners take on increasingly complex supply chains with fast-changing needs and opportunities, it is critical for them to understand and equip themselves with the right solutions to remain competitive.

Different solutions for different channels

Whether companies sell to consumers through their own online channels or third parties like Amazon, flexibility is critical to meet market shifts. Without the right tools and infrastructure to enable faster changeovers, diverse batch runs and fluctuating volumes, brands may not be adequately prepared to meet product demand surges in a less predictable marketplace. This means investing in solutions like digital printing presses that can handle changeover and small volume needs—or automated packaging equipment that handles different package formats, sizes and shapes.

Additionally, companies are updating packaging to better suit e-commerce needs, sometimes offering two iterations of a product’s package: one for store shelves and another for e-commerce. For example, The Honest Co. adopted a dosing-cap closure to reduce product leakage for its laundry detergent during shipment to online consumers. Additionally, Tide has reduced packaging material—particularly plastic in its e-commerce offerings compared to versions of these products sold at brick-and-mortar stores. 

This dual approach to package design is evidence that traditional retail is still very much alive despite the growth and change that e-commerce has brought. In fact, according to the TimeTrade 2017 State of Retail survey report, more than 70 percent of consumers say they prefer to shop in a brick-and-mortar store compared to an online retailer. This attitude drives brands to consider adopting omnichannel distribution and, rather than creating variations of packaging for the same product, commit to one package design that meets all their needs from shelf appeal to lightweighting.

While the omnichannel approach could simplify production and save cost since it eliminates the need to run separate lines for products only applicable to one channel, CPGs utilizing it are faced with tight order fulfillment timeframes, as customers now expect two-day shipping. According to PMMI’s Omnichannel Retail whitepaper, brands can address these logistical concerns by instituting distribution facilities as close to the consumer as possible or partnering with logistics facilities across the country.

Combatting counterfeiters and challenging environments

While e-commerce affords consumers a convenient purchase experience and provides brands the opportunity to reach target geographies far and wide, it also creates vulnerabilities to counterfeiting—especially when retailing through third-party channels. When consumers receive a knock-off instead of the true product, disparities in quality, performance or even product safety are detrimental to brand integrity.

To mitigate counterfeiting, brands maintain authenticity by implementing overt security features into their packaging. For example, companies have begun to include tamper-evident labels that allow consumers to distinguish the true product from an imitation. This includes the use of hologram films to create packaging that can differentiate a product at the point of sale.  Additionally, manufacturers can include visual effects to the hologram such as emerging images, microletters or other microscopic symbols. Consumers can discern the true product from the imitation by inspecting the label for distinctive marks that were imbedded by the original equipment manufacturer. Brands can also alter the product beyond the label by incorporating symbols onto the product. Apple, for example, places small text on their lightning connectors, among other measures to help signify to consumers the product’s authenticity.

Shipping product through challenging environments—where the brands have little control—can result in damaged products as well as displeased consumers. When selecting materials and containers, it is crucial to account for durability in the face of tough conditions, such as friction or impact from other loose goods contained in the same package, moisture, fluctuating temperatures and even vibration. Increasingly, companies have utilized both rigid and flexible plastic packaging to better protect their products. This is because plastic packaging is durable enough to prevent product damage without the risk of breakage that comes with glass. As an example, Consolidated Mills redesigned its glass jar food product to feature a PET jar with a metal lug closure to make their new package easier to ship.

Maximizing brand differentiation

Amid the rise of e-commerce, more brands must connect with consumers in ways that are different from the traditional retail settings where shelf impact can lead to sales. Consumers increasingly interact with brands online, basing purchase decisions on reviews and seeking unique brand experiences. In response, brands are offering greater opportunities for personalization. According to “The Deloitte Consumer Review Made-to-order: The Rise of Mass Personalization Report,” 70% of respondents reported that they are willing to pay a 10% premium or more on personalized products. Whether building a made-to-order product or simply customizing lettering, colors and flavors—or adding messages to specially gift-wrapped items, consumers increasingly expect opportunities for personalization and customization.

The resulting explosion of SKUs requires companies to supply a greater variety of products at smaller quantities which can be difficult if using a traditional printing press. Traditional presses are designed to run larger batch sizes and thus have the potential to create waste by producing an excess number of units for a certain promotion, seasonal item or customized design.

As an alternative to traditional printing presses, manufacturers can utilize digital package printing technologies, to produce high-quality, detailed packaging that reinforce brand image. The technology enables greater flexibility for faster changeover between designs. As such manufacturers can better stock shelves in a timely fashion with products tied to seasons, holidays and special events, satisfying the need for managing multiple SKUs.

Digital printing can also be used to create differentiating designs in e-commerce. This channel presents unique branding opportunities for companies to engage consumers during the first contact with cartonboard boxes used to deliver their goods. Businesses can seize a new branding opportunity by promoting other product lines on the box or selling the space to other companies. Integrating interactive features onto the cartonboard that promote a customized feeling can also help drive consumers to a brand’s website and simply increase awareness.

Finding e-commerce solutions at PACK EXPO East

E-commerce and omnichannel marketing are less of an option and more of a requirement today to remain competitive. Manufacturers and brands can keep up with new industry trends, insights and technologies to implement by visiting PACK EXPO East (March 3-5, 2020, Philadelphia Convention Center). Owned and produced by PMMI, The Association of Processing and Packaging Technologies, the show offers attendees the opportunity to see the latest e-commerce solutions for manufacturers’ operations from more than 400 exhibiting companies. The show will also offer educational programming and opportunities as well as feature up to 7,000 attendees to network with industry peers.

Register and learn more at www.packexpoeast.com.

About PMMI 

PMMI, The Association for Packaging and Processing Technologies, represents more than 850 North American manufacturers and suppliers of equipment, components and materials as well as providers of related equipment and services to the packaging and processing industry. We work to advance a variety of industries by connecting consumer goods companies with manufacturing solutions through the world-class PACK EXPO portfolio of trade shows, leading trade media and a wide range of resources to empower our members. The PACK EXPO trade shows unite the world of packaging and processing to advance the industries they serve: PACK EXPO International, PACK EXPO Las Vegas, Healthcare Packaging EXPO, PACK EXPO East, EXPO PACK México, EXPO PACK Guadalajara and ProFood Tech. PMMI Media Group connects manufacturers to the latest solutions, trends and innovations in packaging and processing year-round through brands including Packaging World, Automation World, Healthcare Packaging, Contract Packaging, ProFood World and OEM. PMMI Business Drivers assist members in pursuing operational excellence through workforce development initiatives, deliver actionable business intelligence on economic, market and industry trends to support members' growth strategies and actively connect the supply chain throughout the year.

KEYWORDS: consumer trends e-commerce food packaging technology future of food manufacturing labeling packaging design packaging materials packaging trends

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Tom egan headshot

Tom Egan serves as the vice president of Industry Services for PMMI, the Association for Packaging and Processing Technologies. He joined the PMMI staff in 2003 following more than 20 years in the packaging industry during which he was also an active PMMI member. His previous work experience includes tenures at Eaton Corp. and as Vice President, Marketing & Sales, for Hoppmann Corporation. He has an MBA from Baldwin-Wallace College, and a BEE in Electrical Engineering from Villanova University.

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • Global Organic Food & Beverage Market to Grow

    Global Organic Food & Beverage Market to Grow

    With a CAGR of 12.07%, Bonafide Research estimates this...
    People & Industry News
  • skilled MEP worker

    Predicting Food and Beverage Manufacturing Trends for 2024

    The two words that should be kept in mind are labor and...
    Automation
    By: Derrick Teal
  • cleaning and sanitation

    The basics of cleaning and sanitation in food plants

    Sanitation maintains or restores a state of cleanliness...
    Food Safety
    By: Richard F. Stier
Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Customer Service

OT Cybersecurity Vulnerabilities in Food Manufacturing Facilities

OT Cybersecurity Vulnerabilities in Food Manufacturing Facilities

Understanding Impacts of OT Cybersecurity Events in Food Manufacturing

Understanding Impacts of OT Cybersecurity Events in Food Manufacturing

Food Plant Openings and Expansions April 2025

Food Plant Openings and Expansions April 2025

FA&M 2025 in Rewind

FA&M 2025 in Rewind

More Videos

Popular Stories

Conagra Logo

Conagra Brands to Sell Chef Boyardee Brand to Hometown Food Company

Salt

FDA to Amend Standards of Identity to Include Salt Substitutes

Vilter IHP in plant

Industrial Heat Pumps: Sustainable Energy Solutions for Now and the Future

CHECK OUT OUR NEW ESSENTIAL TOPICS

Alternative ProteinAutomationCleaning/SanitationFabulous Food Plants

Food SafetyMaintenance StrategiesOEE

PackagingSustainability

Events

June 5, 2025

Mass Customization Driving Innovation in the Food and Beverage Industry

The food and beverage industry is at the nexus of transformative global manufacturing trends, driving a shift toward personalized, customer-centric solutions. 

June 5, 2025

How Cafe Spice Uses Automation to Propel Private Label

Learn about Cafe Spice’s new, state-of-the-art, highly automated manufacturing facility in Beacon, New York. 

View All Submit An Event

Products

Recent Advances in Ready-to-Eat Food Technology

Recent Advances in Ready-to-Eat Food Technology

See More Products

Plant of the Year

Related Articles

  • Image of the busy show floor at PACK EXPO

    Transforming Packaging: Innovations in Predictive Maintenance and Artificial Intelligence Shaping the Future

    See More
  • Grocery shopper

    Packaging Generates Sales for Emerging Brands

    See More
  • blue block background

    PMMI: Use of Remote Services Continues to Expand

    See More
×

Elevate your expertise in food engineering with unparalleled insights and connections.

Get the latest industry updates tailored your way.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Food Master
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

Food Engineering logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Food Engineering logo
  • NEWS
    • Latest Headlines
    • Manufacturing News
    • People & Industry News
    • Plant Openings
    • Recalls
    • Regulatory Watch
    • Supplier News
  • PRODUCTS
    • New Plant Products
    • New Retail Products
  • TOPICS
    • Alternative Protein
    • Automation
    • Cannabis
    • Cleaning | Sanitation
    • Fabulous Food Plants
    • Food Safety
    • Maintenance Strategies
    • OEE
    • Packaging
    • Sustainability
    • More
  • EXCLUSIVES
    • Plant Construction Survey
    • Plant of the Year
    • Sustainable Plant of the Year
    • State of Food Manufacturing
    • Top 100 Food & Beverage Companies
  • MEDIA
    • Podcasts
    • Videos
    • Webinars
    • White Papers
  • FOOD MASTER
  • EVENTS
    • Food Automation & Manufacturing Symposium and Expo
    • Industry Events
  • RESOURCES
    • eNewsletter
    • Custom Content & Marketing Services
    • FE Store
    • Government Links
    • Industry Associations
    • Market Research
    • Classified Ads
  • EMAGAZINE
    • eMagazine
    • Archive Issue
    • Advertise
  • SIGN UP!