On the evening of September 19, 2014, Alibaba made its highly anticipated debut on the New York Stock Exchange. This historic event sent shockwaves around the world and quickly became a hot topic among investors and industry experts alike. While many companies go public, few generate as much global attention as Alibaba. Its listing was not just a milestone for the company itself, but also a significant moment for the e-commerce industry as a whole. For the packaging sector, this development raised important questions about the opportunities and challenges that e-commerce brings. How can packaging companies adapt to these changes? [Explore more in the "Printing E-commerce" channel.]
Three Major Challenges
The rise of e-commerce has brought unique difficulties for the packaging and logistics industries. With the geographical spread of e-commerce businesses, the diversity of product types, and the need to control costs while minimizing damage, it's becoming increasingly complex to create effective packaging solutions.
Challenge 1: Standardizing Packaging Material Specifications
E-commerce packaging comes in a wide variety of forms and sizes, often using any available materials. According to Huang Changhai, manager of the R&D Center at Jifeng Packaging (Shanghai) Co., Ltd., the lack of standardized specifications is one of the biggest issues. He explained that many e-commerce companies stock multiple types of packaging materials to meet different order requirements, which increases storage and logistics costs. Standardizing material sizes would not only help packaging manufacturers produce more efficiently, but also allow e-commerce companies to save space and streamline their packaging processes.
Huang suggested that big data could play a key role in determining commonly used packaging dimensions. By analyzing product size, weight, and other factors, companies can define standard outer packaging sizes and reduce variability. Similarly, cushioning materials should be selected based on product protection needs, ease of use, cost, and environmental impact. As he noted, e-commerce packaging requirements have evolved from simple integration to more technical and research-driven solutions.
Challenge 2: Standardizing Logistics Operations to Reduce Damage
Logistics remains a major challenge for e-commerce packaging. Chen Xianying, design director at Lafang Jiahua Co., Ltd., pointed out that manual handling and high turnover rates in the logistics industry often lead to damaged goods. “Unpredictable conditions during transportation make us very concerned,†said Liu Hongchun, Director of the Packaging Logistics Expert Subcommittee at Huawei Technologies. To address this, packaging must be designed with handling, loading, unloading, and distribution in mind, ensuring that the outer packaging provides sufficient protection.
Some companies are already taking action. Liu mentioned the importance of collecting logistics data to better match packaging with real-world transport conditions. Huang Langyang, COO of Hangzhou Youke Cosmetics, explained how some large e-commerce firms optimize packaging based on different shipping routes. For example, Amazon uses lightweight packaging for short-distance shipments and stronger options for long-haul deliveries. Some products are repackaged at delivery stations to minimize damage and cost.
Challenge 3: Controlling Costs and Avoiding Over-Packaging
With shrinking profit margins, especially for low-value items like daily chemicals, e-commerce companies are looking for packaging that offers both protection and cost efficiency. Chen Xianying emphasized the need for innovation in carton design, which is widely used in e-commerce. “We need breakthroughs in this area to reduce overall packaging costs,†she said.
Balance is key—packaging must protect the product without being excessive. Huang Changhai explained that by studying the relationship between product vulnerability and cushioning performance, companies can develop more efficient packaging solutions. At Lafang, they tailor protective measures based on product characteristics. For example, products with nozzles receive targeted protection to avoid over-packaging or insufficient protection.
This content is excerpted from the November issue of "Printing Technology · Packaging and Decoration" published by Ink Media. For more articles, please visit the journal channel.
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