Packaging is becoming an operational priority

Ecommerce packaging sits at the intersection of cost, efficiency, sustainability and customer experience.

The session from CMC Packaging Automation focused on a common fulfilment challenge: many parcels still ship with too much empty space. That creates additional cost, increases material use and can affect both transport efficiency and product protection.

As ecommerce volumes grow and packaging regulation tightens, the role of packaging is becoming more strategic. It is no longer only about enclosing the product. It is about designing a more efficient and sustainable fulfilment process.

Right-sized packaging reduces waste

The core principle discussed in the session was right-sized packaging: creating packaging that fits the product or order, rather than selecting from a fixed set of standard box sizes.

This can reduce the need for void fillers, lower unnecessary packaging volume and help protect items more effectively in transit. It can also support a better customer experience, because the parcel is often the first physical touchpoint between the brand and the customer.

For retailers, the value is both operational and reputational. Packaging that feels excessive or poorly fitted can create frustration, while packaging that is efficient and well presented can reinforce trust.

Box-last changes the fulfilment process

The session also introduced the concept of box-last packaging.

Rather than picking directly into a pre-selected box, the product or order is measured first and the package is created afterwards. This allows the packaging to be adapted to the actual dimensions of the order.

This approach can reduce dependency on master data and help fulfilment operations manage greater product variation. It is especially relevant in ecommerce environments where order profiles, product categories and package requirements are increasingly diverse.

Automation can support lower-touch fulfilment

CMC also discussed the role of pick-to-pack automation, including integration with ASRS systems and adjustable tote concepts.

The broader point is that packaging automation is becoming part of the wider warehouse automation conversation. When picking, tote handling, sizing and packaging are connected, fulfilment flows can become more efficient and require fewer manual touchpoints.

For ecommerce and logistics operators, this can support higher consistency, lower material waste and better scalability during peak periods.

What this means for the DELIVER community

The session positioned packaging as a practical lever for improving ecommerce fulfilment.

For retailers and brands, the opportunity is to reduce air, waste and unnecessary material while improving the physical customer experience. For fulfilment and logistics teams, the challenge is to connect packaging decisions with automation, warehouse design and regulatory readiness.

As sustainability expectations and packaging rules evolve, right-sized packaging is likely to become less of a differentiator and more of an operational requirement.