The Right Box(es): Packing Efficiency as a Foundational Requirement of eCommerce

The customer experience of ordering something online can’t compare to the carefully-crafted analog kind in Brick and Mortar stores. There’s no perfectly-tuned lighting, music playlist, or helpful employee making eye contact. There’s only one physical part of the post-purchase eCom experience – Opening the box!

In recent history, the prevailing wisdom was that “online shoppers just want their stuff, and they want it fast.” So why are so many consumers posting photos and videos on social media of poorly packed boxes, excoriating extra air, or fill material in the box(es) they received? Are they right to be mad?