1. A consumer survey conducted by Harris Poll
2014 Sealed Air e-Commerce Survey:
Packaging for
e-Commerce Success
EXECUTIVE SUMMARYHome
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
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2. The Sealed Air 2014 Packaging for e-Commerce Success
survey examines the important role of packaging in
e-Commerce and how the presentation of products impacts
the e-Commerce customer experience and consumers’
image of retailers. The survey also explores consumer
expectations on online order processing speeds, the impacts
on retailers when consumers receive broken or damaged
items, viewpoints on environmentally-friendly packaging
and top consumer packaging pet peeves.
EXECUTIVE SUMMARY
IntroductionHome
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
2

3. Home
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
3
EXECUTIVE SUMMARY
e-Commerce has continued to gain traction over the last decade. Nearly nine in ten (87%) Americans
purchased items online in the past year, and almost half purchased clothing (55%) and electronics
(46%). Women accounted for the majority of clothing purchases (60% vs. 50% men), while men bought
the lion’s share of electronics (54% vs. 38% women). Interestingly, more than two thirds of women who
purchased clothing were between 18 to 44 years (67%), while the next highest segment was between 55
to 64 years (59%) with a dip in women 45 to 54 years (54%).
Men aged 18 to 34 years (67%) accounted for the majority of electronics purchases, and men’s online
purchases of electronics did not decline dramatically as they aged. In fact, 42% of men aged 65 years
and older made an electronics purchase online in the past year.
Any Online Purchases
87%
Total Purchases
Clothing
55%
Electronics
46%
Male Female
e-Commerce Growth
Top e-Commerce Purchases
86%
50%
54%
88%
60%
38%
Food
20%20% 20%
Other
46%44% 48%

4. Home
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
EXECUTIVE SUMMARY
In this on-demand world, nearly four in five (78%) Americans think retailers should ship their online
orders in 24 hours or less, and males expect their orders to be processed faster than females. Only 17%
of American consumers are willing to wait between 25 and 48 hours. Just 4% believe that a timeframe
of more than 48 hours is an acceptable amount of time to process a shipment for an online order.
Order Processing: How Fast?
Order Processing Expectations
4
Male Female
24 hours
or less 24 hours or less
25-48
hours
More than
48 hours
78%
81%
76%
17%
4%

5. Home
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
EXECUTIVE SUMMARY
The packaging of products plays a significant role in consumer perceptions of retailers, including indicating
how much consumers believe a retailer cares about them, the perceived value of the item they received
and whether the retailer believes in taking care of the environment. Two thirds of Americans (66%) believe
the packaging of their shipment shows them how much the retailer cares about them and their order. Just
under half (48%) think the packaging reflects the value of the shipment – the better the packaging, the
better the product inside. This viewpoint is more prevalent in younger purchasers – nearly three in five
(59%) aged 18 to 34 years share this belief. A third (34%) say the packaging tells them about the retailer’s
environmental policy and commitment, based on the type and amount of packaging materials used.
Role of Packaging
Packaging Reflects on Retailer Packaging Conveys Value of Shipment
5
18-34 35-44 45-54 55-64 65+
66%
48%
34%
Retailer Cares
Value of Shipment
Environmental Commitment
59%
48%
40%
44% 45%
Age Range

6. Home
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
EXECUTIVE SUMMARY
More than a quarter (26%) of Americans have received a broken or damaged product from an online
order. When asked who is to blame for the damage – the retailer or the package carrier - the majority of
Americans (59%) believe both the retailer and the package carrier are equally responsible for damage to
a product that they order online. Regardless of who is to blame, retailers are heavily impacted by damaged
products. Nearly three in five (58%) Americans say that their relationship with the retailer would be
impacted in some way if they received a broken or damaged online order. Almost two in five (38%) admit
they would consider purchasing from a competitor before purchasing from the retailer again and one in
five (20%) would never use that retailer again.
Product Damage: What’s the Impact?
Who is to Blame? Damage Affects Retailer Relationship
6
Male
Avoid retailer
Female
Consider purchasing
from competitor
Age Range
9%11%
Retailer
28%34%
Package Carrier
63%55%
Both
18-34 35-44 45-54 55-64 65+
81%
18-34 35-44 45-54 55-64 65+
63%
54%
43% 41%
30%
51%
18%
18%
15% 15%
45%
36%
28% 26%
Total
59%
31%
10%

7. Home
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
EXECUTIVE SUMMARY
While half of Americans (51%) feel extra packaging is worth it if it provides adequate protection, just under
half (47%) also feel that it is wasteful and one in five (21%) believe they paid too much for their order. Men are
more likely than women to view extra packaging as a benefit (54% vs. 49%). And, women are more likely than
men to say that too much packaging is wasteful (51% vs. 43%).
Over Packaging – Good or Bad?
Views on Extra Packaging
7
Male Female
51%43%
Wasteful
22%
25%
20%
26%
Paid Too Much
Inconvenient
49%54%
Beneficial
18-34 35-44 45-54 55-64 65+
51% 46%
53% 55% 53%
48% 46% 48%
25% 23% 23%
23%
17% 19%
51%
25%
17%
45%
29%
27%
Paid Too Much
Wasteful
Inconvenient
Beneficial
Age Range
Total
51%
47%
25%
21%

8. Home
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
EXECUTIVE SUMMARY
Nearly seven in 10 (68%) Americans say they are more conscious of packaging materials and design today
than they were five years ago. More than three quarters of Americans (77%) feel that the packaging a
company uses for online shipments should reflect their environmental values. At the same time, consumers
are not willing to sacrifice quality. Only 26% say they are willing to risk potential damage to their online
purchases by retailers using more environmentally-friendly packaging materials.
Packaging Design and the Environment
Packaging Design and the Environment
8
The packaging a
company uses for
online shipments
should reflect their
environmental
values.
I am willing to risk
potential damage to
my online purchases
by retailers using
more environmentally
friendly packaging
materials.
I would expect a
company selling
high-end, luxury or
high-value goods
to use packaging
that is more visually
appealing and
consumer friendly.
If I were returning
an online order,
I would prefer to
re-use the original
packaging.
I am more
conscious of
packaging materials
and design today
than I was five
years ago.
Strongly/
Somewhat
Agree
Strongly/
Somewhat
Disagree
77%
26%
71%
94%
68%
23%
74%
29%
6%
32%

9. Home
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
EXECUTIVE SUMMARY
Ninety-four percent of Americans believe there are environmentally friendly packaging solutions, but
they tend to define “environmentally friendly packaging” in different ways. More than three quarters
of Americans (78%) say it can be easily recycled; three quarters (75%) think it is made from recycled
materials; 63% believe it can be re-used for other shipments – either personal or return shipping;
roughly half (55%) say it biodegrades or composts, with half (50%) saying it biodegrades, and 29%
saying it composts; while 31% believe it prevents them from having to return a damaged product.
Packaging Design and the Environment
What is Environmentally Friendly Packaging?
9
Easily Recycled
80%75%
76%74%
Made from Recycled Materials
68%58%
Reusable
54%56%
Biodegradable/Compostable
31%30%
Prevents Return due to Damage
6% 5%
No Environmentally Friendly Options
Male Female
Total
78%
75%
63%
55%
31%
6%

10. Home
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
EXECUTIVE SUMMARY
More than half of Americans (56%) say they have packaging pet peeves, with the top two concerning
recycling and disposal of packaging. About one third (32%) say their pet peeve is packaging that is difficult
to dispose of (e.g., takes up too much space in garbage, requires breakdown), which frustrates women (35%)
more than men (29%). More than a quarter (27%) indicate their pet peeve is packaging that is difficult to
recycle or unrecyclable (e.g., not curbside recyclable or unclear if it is recyclable). A pet peeve of roughly
three in ten (31%) Americans is packaging that creates a mess in their home. And, 17% of Americans say
their pet peeve is packaging that makes it difficult to access the product. This tends to frustrate men (19%)
more than women (15%) and those aged 18 to 34 years (25%) more than those 35 years and older (13%).
Packaging Pet Peeves
Top Packaging Pet Peeves
10
19% 15%
Challenging to Access
No Yes
25% 28%
Difficult to Recycle
30% 32%
Creates Mess
29% 35%
Bothersome Disposal
Any Pet Peeves
Male Female
Total
17%
27%
32%
31%
55% 56%

11. The Sealed Air 2014 Packaging for e-Commerce
Success survey was conducted online within the United
States in August 2014 among 2,010 adults 18 years
and older by Harris Poll. Figures for age, sex, race/
ethnicity, education, region and household income were
weighted where necessary to bring them into line with
their actual proportions in the population. Propensity
score weighting was used to adjust for respondents’
propensity to be online. The data have been weighted
to reflect the composition of the adult population.
Survey MethodologyHome
Introduction
e-Commerce Growth
Order Processing
Role of Packaging
Product Damage
Over Packaging
Packaging Design and
the Environment
Packaging Pet Peeves
Survey Methodology
EXECUTIVE SUMMARY
11