E-commerce has disrupted our shopping habits and the supply chains behind them. Tim Sykes reports on some of the challenges this has thrown up and the packaging innovations and strategies being devised to meet them.

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Similarly, it could also be difficult to convey the functionality of a pack through a photograph on a website. “One approach is for brands change their packs so that images and logos are larger and less detailed so that the product visually is more appealing on a website,” suggests Mr Mitchell. “Also, with there being different requirements for standing out on a shelf compared with being transported direct to consumers without being damaged, it is likely that rather than using a single pack design to perform across multiple channels, there will be packs designed for different types of journey to the customer. It will be interesting to observe how packaging companies and brand owners respond to these questions.”