Small and mid-sized e-commerce businesses are powering growth across the UK and Europe—but their packaging needs are being overlooked.

Today’s fulfillment models are shifting with micro-fulfillment, urban hubs, and local delivery being the easier and sometimes more sustainable choice. That means packaging must evolve too—toward smaller formats, faster turnarounds, and fewer constraints.

Yet many suppliers still focus on high volumes and standardized sizes. That model doesn’t serve SMEs—who see packaging as a means to an end, not the end itself.

After speaking directly with SMEs, six clear priorities emerged:

• Fit-for-purpose packaging that works across short- and long-distance delivery
• Smaller pack sizes that reflect typical order values
• On-demand availability to ease warehousing and cash flow strain
• Efficient formats that speed up packing and reduce filler
• Simple, intuitive solutions for time-strapped teams
• Better access to the right mix of value, quality, and supply

 

To stay relevant in a changing market, packaging providers must look beyond volume—and start delivering flexibility, speed, and real-world value.

Packaging doesn’t need to be the hero. It just needs to work harder in the background. Are your solutions ready?