We are all familiar with the situation: a small item arrives in a box so large that it could hold a winter coat. The box is filled with packing material, a second layer of packaging, seemingly endless adhesive tape, and we get the feeling that we are opening more “packaging” than product.

It's easy to laugh it off, but excess packaging is a factor that increases costs for brands and causes daily frustration for consumers. It also puts additional strain on an already overburdened waste management system. In the EU alone, the amount of packaging waste reached 79.7 million tonnes in 2023, equivalent to approximately 177.8 kg per capita. We use packaging for a few minutes, then it becomes waste, and this happens on a huge scale.

What overpackaging actually means

Overpackaging (sometimes also called excessive packaging) means exactly what the name suggests: using more packaging material, volume or layers than necessary to ensure the safe transport of the product. Sometimes this is because the company wants to minimise the risk of damage, other times because standard box sizes are easier to handle operationally, and still other times because packaging is considered a secondary concern.

Shipping gets expensive when you ship air

Many couriers calculate the price of parcels not only by weight, but also by size (or volume). This means that the space taken up by the parcel can be just as important as its actual weight. If the packaging is larger than necessary, brands end up paying for empty space too.

Over time, this excess volume affects more than just shipping bills. It can also impact storage requirements, packaging efficiency, and the number of parcels that can be loaded onto a van or lorry. The lack of efficiency is reflected in all aspects. 

Regulation is also moving toward discouraging excessive empty space. EU’s PPWR (Packaging and Packaging Waste Regulation) summarized that by 2030, grouped, transport, and e-commerce packaging should not exceed 50% empty space. The direction is clear: right-sizing and reducing unnecessary packaging will become more and more expected.

Customer experience and brand trust

Packaging is one of the few physical moments of online shopping. It is your brand's handshake, delivered to someone's doorstep. If this moment feels well thought out, customers will notice. If it feels wasteful or frustrating, they will notice even more.

Consumers don't want to spend a lot of time unpacking, separating fillers and cleaning up. They want a simple experience that feels well thought out and in line with the brand's values. For many shoppers, excessive packaging isn't just annoying. It can actively change their opinion of the company. According to a survey conducted by DS Smith, 26% of online shoppers in the UK said they would stop ordering from a company if they received too much unnecessary packaging. That's a significant reputational cost to pay for something as avoidable as shipping an oversized box.

Customized reusable packaging for smarter shipping

Movopack helps brands move away from single-use packaging with reusable e-commerce packaging that’s designed to be used again and again. And because it’s fully customizable in size and features, brands can choose dimensions that fit their products more precisely, reduce empty space, and avoid paying to ship air through dimensional weight pricing.

The result is a better customer experience, a stronger sustainability story, and eco-friendly packaging that customers actually enjoy receiving. And these messages from customers prove it:

“Knowing that I don't have to throw away yet another box of cardboard that is often intact makes me feel better.”

“I find it very useful for its environmental impact and for the company's integrity.”

“Finally, sustainable and creative packaging! I was pleasantly surprised by the packaging: beautiful, thoughtful, and above all sustainable!”

If you’re exploring sustainable packaging, reusable packaging, or custom packaging that helps you ship smarter and reduce waste, get in touch with our team.