The Unboxing Effect: How Packaging Shapes Consumer Choices in Ecommerce

When was the last time you opened an online order and felt that spark of excitement - the anticipation of discovering what’s inside? That moment isn’t just about the product. It’s part of something bigger: the unboxing effect.

In ecommerce, the unboxing effect describes the emotional response consumers feel when opening their order. It’s a powerful moment that shapes perceptions, influences loyalty, and even drives social media sharing.

At Lil Packaging, we see this every day. When packaging is designed thoughtfully - balancing sustainability, brand impact and protection, it creates an experience customers remember, talk about, and return for.

Recent studies show that eco-friendly and branded packaging doesn’t just enhance presentation; it drives repeat purchases and customer satisfaction. The unboxing effect is no longer a nice-to-have. It’s a critical part of the customer journey.

Unboxing has become more than a social media trend. It’s a psychological experience. When customers receive their parcel, it represents fulfilment, curiosity, and reward. The sound of the tear strip, the texture of the material, and the reveal of what’s inside all trigger a positive emotional response.

This sensory journey that is the core of the unboxing effect, can significantly influence how customers feel about your brand.

A Dotcom Distribution survey found that 40% of shoppers are more likely to recommend a brand when their order arrives in premium packaging. That first tactile impression - the way it looks, feels, and reflects your brand’s values, can turn a simple purchase into long-term loyalty.

Sustainability is now at the centre of the unboxing effect. Consumers expect brands to package responsibly and with so many of us now working from home, we expect our packaging to be kerbside recyclable, low-impact, and minimal in design.

- In their survey in 2024, Procarton found that 87.1% of consumers would choose cardboard over plastic packaging and that eco-friendly packaging influences their purchase decisions. This in turn suggests that consumers are more likely to share positive unboxing experiences online when packaging aligns with sustainable values.

- According to Shorr’s 2025 Sustainable Packaging Consumer Report, over one in three consumers have opted for competing brands that provide more sustainable packaging options.

- Minimalist, low-ink packaging is increasingly perceived as premium and environmentally conscious.

Eco-friendly design isn’t just better for the planet. It amplifies the unboxing effect. When customers open packaging that feels responsible and well-made, they connect emotionally with your brand’s purpose.

A plain brown box says “function.”
A beautifully branded box says “experience.”

Branded packaging transforms the unboxing effect into a storytelling moment. It communicates your visual identity, reinforces brand recognition, and shows customers that you care about every detail. In ecommerce, where digital interactions dominate, this physical connection is invaluable.

Consumers are more likely to return to brands that offer premium, well-designed packaging. They often share their unboxing experiences online when the packaging feels personal or visually appealing, amplifying your brand organically. Packaging that reflects a company’s sustainability values also helps build stronger loyalty and emotional connection with customers.

At Lil Packaging, our Breezebox® exemplifies this. It combines clever engineering, protection, and sustainability with an elegantly branded finish - all 100% recyclable and plastic-free. The design supports both practicality and emotional impact, making the unboxing effect effortless and memorable.

The unboxing effect has gone viral on TikTok, YouTube, and Instagram. The ZIPDO education report 2025 found YouTube unboxing videos generated over 4.8 billion views annually, proving that packaging design now lives in the spotlight.

Customers love sharing experiences that feel authentic, eco-conscious, and beautifully crafted. A recyclable Breezebox® printed with water-based inks, FSC® branding, and clean design elements provides exactly that.

When people post their unboxing moments, they amplify your brand story for free, turning every parcel into shareable content and every customer into a brand ambassador.

Sustainability makes this even more powerful. Consumers are proud to show that their purchases align with their values. Eco-friendly packaging elevates the unboxing effect by giving customers something to celebrate, not just unwrap.

A truly successful unboxing effect isn’t only about aesthetics. It’s also about function.

Packaging must protect its contents, remain easy to recycle, and reflect a brand’s values. That’s why Lil Packaging engineers every design for strength, efficiency, and minimal environmental impact. Our Breezebox® retention system and patented tear strips make opening effortless while reducing waste and eliminating unnecessary plastics.

Minimalist design naturally supports sustainability. Using fewer inks and coatings improves recyclability, while small, elegant branding details preserve a premium look. The goal is to deliver maximum impact with minimal footprint. The essence of responsible unboxing.

The unboxing effect isn’t just about what’s inside the box. It’s about the feelings your brand creates around it. It’s an opportunity to connect, impress, and inspire loyalty long after the parcel has been opened.

Eco-friendly, branded packaging is no longer optional. It’s an expectation and a chance to turn everyday deliveries into extraordinary experiences.

At Lil Packaging, we believe that great packaging doesn’t just protect your products. It protects your planet, strengthens your story, and enhances the unboxing effect that keeps customers coming back for more.

When packaging is done right, it delivers far more than a product.

It delivers a moment - the unboxing effect at its best.