Improve the Unboxing Experience with Custom Packaging

Originally posted August 14, 2024, updated November 18, 2025.

Today’s ecommerce customers seek an engaging and memorable customer experience (CX). According to a McKinsey & Company report, going the extra mile and delivering “delight” is crucial for earning lasting brand loyalty.

But for many retailers, meeting the expectations of different demographics can be challenging: The same McKinsey survey found that 70% of executives think customer expectations are outpacing their organization’s ability to adapt, especially since it requires “anticipating what matters to each customer segment and operationalizing it at scale.”

However, despite the variety of CX desires, one area attracts customers throughout the spectrum. Whether it’s the excitement of premium, branded, and custom packaging or the opportunity to create and share footage with followers, the unboxing experience encourages a positive, exciting brand interaction for many shoppers.

For businesses looking to address and improve the customer experience across segments, custom packaging and creating a superior unboxing experience can be a great place to start.

What is the unboxing experience?

When a customer orders a package, unboxing is the act of removing the product from its packaging. However, when it’s designed to be an experience, it elevates the moment to include visually appealing design and aesthetics, a tactile experience, personalization, freebies, or strategic layering. In essence, details that add to the suspense or excitement, creating an emotional moment. It is also to forge a connection to a brand.

In recent years, unboxing has become a popular trend on social media platforms, with customers and influencers sharing videos of themselves opening and exploring products.

 These videos showcase the packaging, branding, and overall presentation of the product, giving potential customers a glimpse into what they can expect when they receive their own package.

Why is the unboxing experience important?

The unboxing experience is a crucial touchpoint in the ecommerce customer journey, as it sets the tone for how a customer perceives your brand and product when it arrives. Not only does it create the first impression; it’s a differentiator, loyalty driver, and improves customer satisfaction. Moreover, it has the power to increase brand visibility.

Social proof has become an invaluable marketing and conversion tool. An unboxing video is exactly that: user-generated content (UGC) that advocates for your brand. When an unboxing experience is excellent, it creates excitement, enhances perceived value, and strengthens brand image.

Businesses thinking about creating a better unboxing experience should know the statistics:

• MNTN Research found that unboxing videos are the fourth most influential content type social media users consider helpful when making purchase decisions and 62% of people who view unboxing videos do so when researching a particular product.
• 52% of consumers say they’ve purchased a product after watching an unboxing video.
• On YouTube, over 25 billion views of videos with “unboxing” in the title occurred in 2023.

What can a well-designed unboxing experience do?

A well-crafted unboxing experience extends a brand’s story beyond the point of purchase. It transforms a simple delivery into a moment of connection and combines anticipation, design, and emotion, helping meet today’s customer expectations. When executed effectively, it delivers measurable impact across multiple aspects of customer engagement. It can:

• Create a strong first impression: The first physical interaction with a product often defines how the customer perceives the brand. Quality materials, intentional presentation, and cohesive design signal care, reliability, and attention to detail, all reinforcing that the customer made the right choice.
• Deepen brand recognition: Every design element, from color palette to typography, strengthens brand identity. When packaging mirrors other brand touchpoints, it builds recognition and continuity, turning each delivery into a consistent expression of brand values.
• Drive organic visibility: A visually appealing unboxing experience naturally inspires customers to share their excitement. User-generated photos and videos across social platforms amplify brand reach and authenticity, transforming satisfied customers into organic brand advocates.
• Elevate perceived value: Thoughtful packaging elevates how a product is experienced. Even modest items can feel premium when presented with care, increasing perceived value and positively influencing customer satisfaction and repurchase intent.
• Cultivate loyalty and emotional connection: Personal touches such as thank-you cards, samples, or small surprises demonstrate appreciation and reinforce the relationship between brand and customer. These moments of delight help nurture loyalty and encourage long-term advocacy.

In an increasingly competitive ecommerce environment, the unboxing experience represents one of the few brand-controlled moments capable of bridging logistics and emotion, turning routine ecommerce fulfillment into a powerful storytelling opportunity.

Tips for creating a superior unboxing experience

A memorable unboxing experience starts long before a package reaches the customer’s hands. It requires thoughtful design, quality materials, and consistent execution. The following strategies can help brands elevate the moment from routine delivery to lasting impression.

Invest in custom packaging

Custom packaging forms the foundation of an exceptional unboxing experience. By collaborating with a packaging designer or experienced 3PL provider, brands can develop boxes, mailers, or containers that perfectly fit their products and reflect their identity. Custom packaging allows full control over the experience, from size, shape, and color to branding elements and materials. Factors such as durability, ease of opening, and potential for reuse or recycling should also be considered to enhance both functionality and customer satisfaction.

Use high-quality materials

Packaging materials directly influence perceived value. Durable, visually appealing materials elevate the product’s presentation and protect it in transit. Premium elements like textured paper, embossed logos, or soft-touch finishes enhance the tactile experience while signaling quality and care. Ensuring products arrive in excellent condition not only safeguards customer satisfaction but also reduces the likelihood of returns or negative feedback.

Pay attention to presentation

Product arrangement plays a powerful role in shaping the unboxing experience. Thoughtful presentation (using tissue paper, inserts, or branded fillers) creates a sense of anticipation as each layer is revealed. Every detail, from the order in which products appear to how they’re secured, contributes to a polished and professional impression.

Perfect presentation is easier said than done, which is why many ecommerce brands rely on an experienced 3PL to scale their unboxing experience through value-added services such as:

• Custom packaging design and management
• Kitting and assembly
• Bundling and multi-SKU coordination
• Fulfillment marketing, including promotional inserts

Include branded elements

Effective unboxing extends branding beyond the exterior of the box. Incorporating custom tissue paper, stickers, product inserts, and color-coordinated details reinforces brand identity throughout the entire experience. Consistent visual elements help the packaging feel cohesive and intentional making each delivery a recognizable part of the brand journey.

Add a personal touch

Small, unexpected details can create a powerful emotional connection. Handwritten notes, small gifts, or discount codes demonstrate appreciation and make customers feel valued. Personalization not only enhances customer satisfaction but also encourages repeat purchases and organic advocacy.

Consider sustainability

Sustainability is increasingly central to purchase decisions, particularly among younger consumers, who are 27% more likely to buy from brands that demonstrate environmental responsibility.

Choosing eco-friendly packaging materials, minimizing waste, and designing for reuse can reduce environmental impact while maintaining a premium look and feel. Options such as recycled cardboard, biodegradable fillers, and minimalistic designs show customers that sustainability and quality can coexist.

Partner with WSI for a custom unboxing experience that delights

A consistent, high-quality unboxing experience requires the right partner. WSI combines decades of fulfillment expertise with advanced packaging and assembly capabilities to help brands create memorable customer experiences at scale.

As a leading 3PL, WSI manages every aspect of packaging and fulfillment—from design and storage to assembly, kitting, and final delivery. Its experienced teams and modern facilities ensure products are handled with care and precision, arriving in perfect condition and ready to impress.

Contact WSI today to learn how custom packaging, kitting, and fulfillment solutions can help create an unboxing experience that turns every shipment into a lasting brand impression.