In recent years, the e-commerce market has grown significantly, as has the growing and selling flower industry. Recently, demand and consumer trends have changed. Companies that operate in the floristry and houseplant market stand a good chance of capitalizing on these trends and turning them into new business opportunities using e-commerce stores as new distribution channels.
Smurfit Kappa brings to the table all of its extensive experience helping e-commerce companies grow their business and deliver their products in a safe, efficient and sustainable manner. Our e-commerce packaging solutions deliver an unforgettable customer experience by enhancing your brand experience and satisfaction. Check out our complete guide to ecommerce flower packaging solutions.
Growing market for flowers sold in e-commerce stores
The European market for fresh cut flowers and potted plants is estimated to be around 27 million euros. The largest sales channels are the markets of Germany, Great Britain, France and the Netherlands. The COVID-19 pandemic has negatively affected the market as a whole, but e-commerce stores have only benefited from it. The size of the European e-commerce market in all sectors of the economy in 2021 grew by 17% compared to 2020, and this trend is expected to continue in the coming years. Online sales in the flower and houseplant market have not been around for very long, but are becoming increasingly important for businesses in this sector of the economy.
E-commerce as a retail sales channel in this sector accounts for less than 10% of sales. And in Europe, the figures vary significantly. However, this figure is expected to increase by 30% by 2027. There are two main motives for buying fresh cut flowers and potted plants, and these will only be strengthened by the exceptional convenience of online shopping and the ability of e-commerce stores to reach out directly to the buyer.
- The gift goods market is of key importance for companies selling fresh cut flowers. It accounts for 40 to 70% of sales, depending on the specific country. Basically, the purchase of flowers is associated with various important occasions and memorable events, such as birthdays, anniversaries, Valentine’s Day, Mother’s Day, etc.
- Buying flowers for personal use is another main motive for buying in this industry. And recently, there has been an increase in the number of companies offering a subscription-based delivery model to meet this demand. Subscription flower purchasing models provide convenience to customers as fresh flowers are delivered directly to their homes on a regular basis.
The main retail channels for fresh cut flowers and potted plants are street markets, flower shops, online retailers and online retailers. Some of the reasons why shoppers prefer colors from e-commerce stores include:
- Convenience. Online shopping for any product provides more convenience than traditional stores. Consumers can instantly access a huge range of products, compare prices and shop at their convenience, at the time and place that suits them.
- Audience. We are seeing a change in the type of buyers who buy flowers, and today’s audience prefers online shopping. The main audience is the generation of two thousandths, there is activity on the part of older people who have mastered digital technologies. It also boosts online sales.
- COVID-19 pandemic. The COVID-19 pandemic has forced consumers to spend more time at home and actively use online shopping. The business was forced to adjust its sales model and start offering solutions directly to buyers of products such as flowers and houseplants.
Key recommendations for flower packaging solutions for e-commerce stores
Packaging plays an incredibly important role in the online market for cut flowers and potted plants. It must provide maximum protection to keep the flowers in their original condition during transport, as well as create an unforgettable unpacking experience. The right flower packaging solutions designed for e-commerce stores add value and open up new business opportunities. Key features of flower packaging solutions designed for e-commerce stores include the following:
- Prompt delivery. Flowers quickly lose their marketability, so fast delivery is a must for this industry. Customers want to receive their orders quickly, and if fast delivery is not ensured, flowers will arrive stale. Companies that can offer same-day delivery can use this advantage as a major selling point, and in some cases consumers are willing to pay extra for this kind of convenience. Recently, there has been an increase in popularity of packaging in the form of an envelope with the ability to transfer to the client through the mailbox, which guarantees successful delivery the first time, even if the recipient of the order is not at home. Such packaging solutions will be especially useful for companies during peak periods of demand, such as Valentine’s Day and Mother’s Day. The right packaging can improve efficiency on busy days. For this, companies can use boxes that are assembled manually or automatically.
- Reliable protection, high quality and freshness of delivered flowers. The Smurfit Kappa Consumer Preference Survey found that over 80% of consumers expect their orders to be delivered to their door in perfect condition. Using packaging that provides 100% protection for flowers and potted plants is critical, especially given the fragility of these products. Many online flower shops offer to add additional gifts to the flowers, such as wine and chocolate, so the packaging must ensure the safety of all these goods during transportation. Smurfit Kappa offers a wide range of packaging solutions to securely transport flowers, potted plants and related products. We can carry out extensive testing to ensure that the packaging is fit for purpose.
- Environmental friendliness. Sustainability is key to all packaging today, and this also applies to flower packaging solutions for e-commerce stores. Our research shows that 89% of consumers are dissatisfied with the amount of waste associated with shopping, and 71% of consumers said that packaging in which goods are delivered should be easily recycled. We can provide packaging exactly to the specific dimensions of your products. In addition, our packaging solutions are made from 100% recyclable materials.
- Customer experience and ample opportunities for personalization. Packaging is the most important point of interaction with customers, and if done right, it can help build brand loyalty. Since flower sales are often associated with gifts and special occasions, the unboxing experience is very important and should be memorable. A Smurfit Kappa study found that 85% of consumers value easy opening of packaging, so doing so can help create a positive brand experience. Consider using personalized boxes for different occasions to make an even bigger impact. You can create captions and designs that suit each occasion, or add special messages to the packaging for important holidays like Mother’s Day, Valentine’s Day, etc. Think of additional opportunities to increase sales, such as organizing cross-selling using QR codes. These options can be used to offer additional items at a special price or provide a discount on your next order.
- Subscription based model. Subscription flower services are becoming more and more popular, and the right packaging for such a model is critical. Delivery of such orders should be quick and easy, so packaging in the form of an envelope with the possibility of transfer to the client through the mailbox is perfect here. It is also important to choose packaging that your packaging team can easily and easily assemble. This will help optimize the performance of your company. Properly selected packaging will help create an unforgettable experience for customers, which means increasing customer loyalty. If you deliver quality products efficiently and deliver a great unboxing experience, customers will keep coming back to you.
Smurfit Kappa is an e-commerce packaging professional with a range of packaging solutions for the fresh cut flower and houseplant market. Explore our wide range of e-commerce flower packaging solutions. You can get all additional information from our specialists.
