More and more people are using social media platforms such as Facebook and Instagram to find and buy products. However, this also requires new sustainable, creative and practical packaging options that meet the needs of social purchasing, says packaging manufacturer Mondi.
Brands must keep pace with the growing eCommerce channels and target groups, as experts expect a Strong growth in the social commerce sector in Europe.
Whether online shopping, influencer browsing or chat commerce, Shopping is shifting from brick-and-mortar stores to the digital sphere and on platforms such as Instagram, TikTok and WeChat. Commerce is thus entering a new phase: the age of social commerce, which gives a name to the "social-first platforms with commerce functions".
By leveraging a person's presence, network, experience and interactions on social media, brands are making it even easier for consumers to participate in live product demonstrations and Trigger purchases with a simple press of a button - Even e-commerce veterans have to adapt to new rules of the game.
Asia is regarded as a pioneer of social commerce, where smartphone apps such as WeChat in China and Meesho in India have long been a favourite among young consumers. Integrated chat, shopping and payment functions offer. This trend is also gaining momentum in Europe and other regions.
Take Germany, for example: eCommerce now accounts for around 20 per cent of total retail sales (around 100 billion euros). Among 30- to 39-year-olds, 54 per cent of these purchases are made on the move, and among 14- to 29-year-olds, it is even two out of three purchases. At the same time, traditional web shops have lost traffic: between 2017 and 2021, around 50 per cent fewer young shoppers will obtain their information via these channels.
In view of this development, it is hardly surprising that e-commerce heavyweight Amazon is following suit, and last year its own version of a social commerce platform has published. Initially in the US and for selected customers, "Amazon Inspire" is now being rolled out more broadly to increase consumer engagement, sales and revenue on the platform.
In combination with social media as a growing online shopping channel packaging has become an even more important element of the consumer's brand experience. For online shoppers, it is often the first tangible point of contact with a brand. The younger generation of online shoppers in particular pay close attention to the sustainability of the packaging and its size. They may even avoid placing repeat orders with brands that send their goods in unsustainable and impractical packaging.
This means that packaging must not only fit seamlessly into a brand's identity and make a positive, long-lasting first impression on consumers, but must also convincingly fulfil consumer expectations in terms of sustainability while delivering the performance expected of e-commerce packaging. Here is a Broadly diversified paper and packaging portfolio of crucial importance in order to be able to offer the right solutions.
In order to meet the changing demands of consumers and at the same time fulfil the functional requirements of the packaging, brand owners and fulfilment centres rightly demand high-performance, highly adaptable packaging solutions. In recent years, product-appropriate materials and packaging portfolios, from kraft paper and paper mailing bags to corrugated cardboard solutions, have proven to be just that. Functional aspects such as stability, easy handling during fulfilment, product protection and cost-efficient use of material and space are still important. Instead of one-size-fits-all packaging, however, flexibility, practicality and sustainability the most important requirements.
With the rise of social commerce, the nature of online shopping and the shopping experience is changing. It's no longer just about spectacular "unboxing moments" - consumers are placing ever higher demands on brands, retailers and their packaging. Packaging is more than just a visual and tactile touchpoint, it is increasingly influences consumer perception of the brand and the question of whether it matches their own ideas of sustainability. The flexibility of packaging is key to meeting these changing consumer expectations and at the same time fulfilling the functional requirements of e-commerce companies.
Source: Mondi
