Product packaging is a key way to differentiate your ecommerce brand—but sometimes the goal isn’t to stand out. It’s to blend in.
Consider a jewelry brand: Bold, branded packaging might indicate valuable contents and draw unwanted attention. Instead, many companies opt for discreet packaging to protect customer privacy and reduce theft risk.
What is discreet packaging?
Discreet packaging refers to when a company ships products in plain or generic packaging to conceal contents. Traditional discreet shipping methods include:
- Plain brown boxes
- Plain white envelopes
- Generic USPS boxes or bubble mailers
- Boxes or mailers designed to mimic popular retailers
Discreet shipping typically comes in one of two forms: nondescript and generic packaging. Some companies use nondescript packaging, like a plain brown box purchased from a shipping supply store. Other companies that sell a wide variety of products—like Amazon or Walmart—use generic packaging with company branding.
Reasons to use discreet packaging for ecommerce
You may opt for discreet packaging due to the items you sell, customers’ preferences, or to avoid theft. Here are a few potential reasons:
-
Sensitive items. Sensitive items could include adult products, personal hygiene products, medical supplies, and medical devices. Would your customer want their neighbor to know what’s in this box? If not, discreet packaging materials offer a major benefit to consumers trying to avoid unwanted attention.
-
Gifts. With so many orders taking place online these days, it can be tricky to surprise others in your household. With discreet packaging, you can order a gift for your spouse without them having a clue what it could be.
-
Theft prevention. When your packaging strongly suggests it contains high-value items, it can result in tampering or theft.
Best practices for discreet packaging
- Communicate with customers
- Hide contents in plain sight
- Use discreet shipping labels
- Consider plain vs. generic packaging
Discreet packaging comes down to honoring your customers’ preferences for privacy. Here are a few best practices to keep in mind when implementing discreet packaging into your ecommerce business:
Communicate with customers
Make sure your customers are aware of the packaging they should expect. If you’re selling products that customers might want to keep private, signal that you offer discreet shipping at checkout so they’re not discouraged from purchasing. Communicate clearly about additional hurdles like delivery signatures.
Hide contents in plain sight
Plain packaging means making your boxes look like every other box on the delivery truck and a customer’s porch. Consider placing your branded box inside a plain brown box for discreet shipping.
If your ecommerce brand partners with a third-party logistics (3PL) company, they may be able to help you find packaging that effectively blends in.
Use discreet shipping labels
One aspect of packaging that often goes overlooked is the label. Even if the rest of the packaging is discreet, the shipping label might include identifying information. Instead of the name of the company, use a generic name like “Fulfillment Center” to obscure the sender.;
Consider plain vs. generic packaging
For most companies, plain packaging will make the most sense. A discreet box with minimal branding is the easiest way to ensure your customers’ privacy is protected.
If your product offerings are particularly diverse, opting for generic packaging allows the company to include some measure of branding, like a company logo, which can help brand resonance.
How to create an unboxing experience with discreet packaging
Discreet packaging doesn’t mean you have to give up on an unboxing experience for your customers. Here are a few ways to make the unboxing experience special while protecting privacy:
-
Brand the inside of the box. Some companies ship products in a box that’s unassuming on the outside but displays clear branding elements as soon as it’s open—whether that’s the interior of the box, card inserts, or custom stickers.
-
Personalize the package interior. Personalization can go a long way toward creating a positive unboxing experience. The eco-conscious phone case maker Pela includes handwritten notes addressed to its customers, along with a card insert that explains the company’s mission, allowing the brand to further connect with customers.
-
Offer discounts. Discount codes can create goodwill—especially when they’re presented creatively. Stationery Pal uses discount codes to incentivize customers to share purchases on social media and join their loyalty program.
-
Include helpful videos. Keep the packaging minimal but offer digital tools that help consumers get the most out of their experience. Photography accessory company Peak Design includes an unboxing video and a quick-start demo.
Discreet packaging FAQ
Is discreet packaging legal?
Discreet packaging is perfectly legal. You still need to comply with basic shipping and postal regulations, like providing a return address label, but there’s nothing illegal about discreet packaging.
Does USPS have discreet shipping?
USPS offers discreet shipping by using standardized boxes and envelopes.
How much does it cost to ship a discreet package?
Discreet packaging typically costs less than identifiable branding packaging. Major carriers like USPS, UPS, and FedEx all offer discreet packaging at no additional cost.
