When speaking about the relationship between e-commerce and packaging, the discussion usually centers on the physical pack. Often overlooked is the innovation taking place around packaging equipment to meet the specialized needs of this channel. While traditional distribution channels involve large volumes of similar-sized packages, e-commerce requires extreme flexibility, especially in terms of secondary or tertiary packaging. Shipping cases may be constructed of heavier material to help the package withstand the 30+ touches it may undergo during distribution; void fill or insulation may be required; and case or bag sizes may need to be changed on-the-fly, among other considerations.
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