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In 2024, there are over 800 Content Management System (CMS) platforms available in the market to choose from! 

Creating and managing e-commerce websites can be a big challenge. Between seeking cost-effective solutions to building lead-generating sites without frustration or compromises, selecting the right CMS is crucial for the success of any online business. 

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We analysed and listed the top 9 e-commerce CMS platforms that can help you establish a robust online presence. This selection is designed to cater to a range of e-commerce needs and preferences, ensuring that your online store thrives in a competitive digital marketplace.

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1. What is an e-commerce CMS?

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A CMS, or Content Management System, is like a digital toolbox that simplifies creating and managing a website's content, from engaging text to eye-catching images, without needing deep technical know-how. 

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Tailored for various needs, from small shops to large e-commerce sites, it offers a user-friendly platform that eliminates the complexities of coding languages like HTML, CSS, or JavaScript. 

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An e-commerce CMS comes equipped with tools for inventory management, shopping cart integration, and secure payment processing. 

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Bigblue works seamlessly with major platforms like Shopify, WooCommerce, BigCommerce, PrestaShop, Magento and Wix to support your business growth.

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2. How to select the best CMS? The checklist! 

• Needs assessment: Clearly determine your specific e-commerce requirements.
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• User-friendly: Choose an intuitive interface, especially beneficial for those with limited tech expertise.
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• Customisation: Ensure options to align with your brand and operational needs.
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• Scalability: Pick a solution that can handle your business growth and increased traffic.
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• Security: Prioritise robust measures to protect your site and customer data.
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• SEO enhancement: Look for features that boost search engine visibility.
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• Support and community: Assess integrations with customer support tools and resources for troubleshooting.
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• Integration: Verify seamless integration with other tools and services.
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• Cost: Evaluate overall expenses, including subscriptions and hosting.
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• Performance and speed: Ensure fast and efficient site operation, crucial for user experience.
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• Mobile responsiveness: Confirm support for mobile devices with responsive designs.

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Let’s look at the pros and cons of 9 platforms to create your new e-commerce website! 
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3. The 9 best e-commerce CMS platforms 

3.1 Shopify

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Shopify is the second-most popular platform in the CMS category, with a market share of 5.5% after WordPress. 

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It is definitely one of the best website builders with tons of integrations. So if you plan on selling your products on your website or on other channels such as social media (ex: Facebook, and Instagram) or marketplaces (ex: Amazon or eBay), Shopify is what you need. 

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It enables you to connect to a wide range of services that can enhance your customers’ experience (and benefits from native integration with Bigblue to streamline your logistics with Shopify). It is used by Gymshark, Budweiser, and Tesla Motors.‍

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Pros:

• Over 8500 apps for integrations and features.
• Easy setup and user-friendly interface.
• Efficient inventory management.
• 24/7 phone and live chat support.

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Cons:

• Lack of category features in blogging, mandatory tags and rigid layouts.
• Subscription fee plus sales commission (0.5% to 2%).

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Pricing:

Basic Shopify: £25 per month - 2% transaction fees

Shopify: £65 per month - 1% transaction fees

Advanced Shopify: £344 per month - 0.5% transaction fees

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3.2 PrestaShop

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PrestaShop is open source and completely free to download and use, but (yes there’s always a but) you’ll end up paying for hosting, domain names and other modules to integrate into your website. It is used by Huygens, Surf Inc, and Bleu de Chauffe.

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Pros:

• Many apps and integration: more than 3300 modules and more than 1400 themes.
• Strong SEO capabilities. 
• A very strong community of experts.
• Unlimited product listings. 
  
  

Cons:

• Poor free version which pushes you to buy many modules and integrations. 
• Need for technical knowledge or a developer’s intervention at some point.
• Long setup process.
• Limited customer support

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Pricing:

PrestaShop is open source and thus free. Costs depend on your needs for modules, features, and integration.

3.3 WooCommerce

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WooCommerce is the e-commerce plugin for WordPress, so if you already have a website with WordPress and you want to step into e-commerce, WooCommerce is the perfect solution. It is the best platform to run both e-commerce and affiliate websites under one roof. It is used by Sodashi, Amundsen Sports, and Heymat.

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Pros:

• Easy implementation, user-friendly WordPress plugin. 
• Strong SEO.
• Plenty of integration and marketing features.
• Highly customisable.
• A large community of WordPress experts to help you.

Cons:

• Limited use, exclusively for WordPress websites.
• Lack of support.
• Uphill learning curve due to various plugins and integration required.
  
  

Pricing:

The WooCommerce plugin is free, so the costs depend on the integration, modules, and features you require for your business.

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3.4 BigCommerce

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BigCommerce provides a solid product search engine which is perfect for large stores or small businesses that are looking for high scalability. Many big brands use BigCommerce to manage their website: Toyota, Ben & Jerry’s or Gibson Guitars.

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Pros:

• Flexibility and high scalability (you can add as many product variables as you want). 
• No transaction fees.
• Multichannel selling.

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Cons:

• Automatic upgrade if your sales exceed your annual plan’s limit.
• Canonical URL issues, customisation limitations potentially requiring a third-party SEO tools.
• No 1 click-selling upsells.
• No multilingual feature, which means that you’ll need to do it with code.

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Pricing:

Standard: $39 per month

Plus: $105 per month
Pro package: €399 per month

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3.5 Adobe Commerce - (previously Magento)

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Magento offers a powerful e-commerce builder for people with a coding background or with the necessary budget to hire a developer. Magento is robust, customizable and highly powerful. Many large brands such as Nike or Procter & Gamble use Magento.

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Pros:

• Tons of features (multiple stores, locations, languages, pricing, and currencies).
• Strong SEO.
• 1 click selling.
• Multi-channel commerce support.
• Advanced security. 

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Cons:

• Difficult setup with coding skills needed.
• Variable costs not known in advance.
• Poor customer support.

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Pricing:

Magento is open source, so it is free. There is no pricing information on their website for the advanced packages. The invoice is sent after Magento’s team analyses your needs.

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3.6 Wix Ecommerce

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Wix Ecommerce is the e-commerce plug-in of Wix. Its simple drag-and-drop interface makes it the best solution for beginners who want to design a stylish e-commerce website without having the necessary skills. There are 72 beautiful free themes to choose from. Due to its lack of marketing tool integrations, I would not recommend it for owners who expect huge growth.

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Pros:

• Great value, most affordable online store option. 
• Beautiful templates and designs.
• Easy to use (simple drag-and-drop interface).
• Great customer support.
• No sales fees.

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Cons:

• Very poor SEO due to their previous website architecture, which was designed in Flash.
• Marketing integrations.
• Poor customisation option, like for confirmation emails. 

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Pricing:

Light: €12 per month
Core: €24 per month
Business: €34.80 per month
Business Elite: €178.80 per month 

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3.7 Volusion

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Volusion was founded in 1999 and is one of the oldest e-commerce solution providers. It is a good solution if you don’t know where to start at all, as the platform offers a perfect onboarding and beginner support. 

Volusion has hundreds of learning materials on how to build your e-commerce website step by step. It also offers the opportunity to sell on Google, eBay, Amazon and social media.

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Pros:

• Great onboarding. 
• Good range of templates.
• Marketing automation. 
• Great for SEO. 
• Tons of features like Figma integration.

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Cons:

• No blog integration.
• Limited customer support. 
• Technical limitations, maximum 150 static pages per site per users. 

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Pricing:

Personal: $35 per month - 1.25% transaction fees

Professional: $79 per month - 0.65% transaction fees 

Business: $299 per month - 0.35% transaction fees

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3.8 Webflow Ecommerce

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Webflow Ecommerce is the e-commerce solution of Webflow (that’s what we use at Bigblue for our commercial website, it's great). It is a solution that merges code-free design and ease of use. It offers a lot of flexibility and freedom in the customization process of your website. 

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The platform also provides the possibility to create your own blog with e-commerce functionalities (you can include product pages in your blogs). Webflow Ecommerce integrates all of Webflow’s features.‍

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Pros:

• ‍Flexible drag-and-drop interface.
• Ease of use.
• Many guidelines on all the e-commerce functionalities.
• SEO-friendly and many features.

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Cons:

• Lack of code customisation, visual CMS.
• Desktop edits only. 

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Pricing:

Standard: $29 per month billed annually ($42 month to month) - 2% transaction fees

Plus: $74 per month billed annually ($84 month to month) - 0% transaction fees

Advanced: $212 per month billed annually ($235 month to month) - 0% transaction fees

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3.5 Squarespace

Squarespace offers the opportunity to sell physical products, digital ones or services. Which makes it perfect for bloggers and freelancers.

Being used extensively by photographers and artists looking for minimalistic design, many people debate whether it is suitable for a proper e-commerce website. Well, it is; Squarespace does not only offer great templates but also a fully integrated set of tools.

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Pros:

• Integrated SEO and analytics tools.
• Easy to use with a drag-and-drop editor.
• Great design templates.
• Customer support 24/7.
• Free SSL certificate.
• No transaction fees.

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Cons:

• ‍No dropshipping features. 
• Poor support for custom code. 
• Lack of multilingual capabilities, only sell in one currency. 

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Pricing:

Personal: £12 per month 

Business: £17 per month 

Commerce (Basic): £23 per month 

Commerce (Advanced) £35 per month

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<sup>Best platforms for small businesses willing for fast growth: Bigcommerce, Magento.

Best platforms for multichannel selling: Shopify, Bigcommerce.

Best platforms for SEO attraction: Webflow, Bigcommerce.

Best platforms for artists and freelancers: Squarespace, Wix Ecommerce.</sup>

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Based on this comparison, which platform do you think is best for your e-commerce website? Which one are using, and how do you like it so far?

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You are navigating a landscape where TikTok trends and AI recommendations are reshaping customer habits. 

Choosing the right CMS isn't just a technical decision; it's about staying in tune with the evolving pulse of digital shopping. You're not just selecting a platform; you're setting the stage for your brand's story in a world where shopping experiences are as influential as the products themselves.

Whether your focus is on a robust e-commerce system or a content-rich platform, remember, that today's shoppers are looking for more.

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Are you tired of watching customers abandon their shopping carts? It's time to have a closer look at your logistics.

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In a 2022 Statista survey, nearly 75% of French online shoppers cited high delivery costs as the main reason for cart abandonment, while about 49% mentioned long estimated delivery times as a deterrent in completing e-commerce purchases.

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In this article, we'll uncover the unique features of various carriers to help you find the perfect fit for your business.

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1. How to select the right parcel delivery service for your e-commerce business? 

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Choosing a delivery service for e-commerce in France involves several factors:
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• Parcel volume and package details: Assess the frequency and size of your shipments.
• Consumer preferences: Home delivery and local pick-up points are popular among shoppers.
• Cost efficiency: Balance affordable rates with reliable service, as high delivery fees are a common concern.
• Geographic reach: Ensure comprehensive national coverage and consider international shipping.
• Added services: Value package tracking, insurance, and flexible delivery options.
• Eco-friendly practices: Prioritise sustainable delivery methods.
• Customer support quality: Effective customer service is key to satisfaction.
• Platform integration: Seamless integration with e-commerce CMS platforms is advantageous.
• Customer feedback: Use reviews to assess carrier performance.
• Business scalability: Opt for carriers that can grow with your business.

<sub>‍
Bigblue Tips
At Bigblue, we provide our merchants with a smart solution to optimise shipping costs. 

Our carrier agnostic offers enable you to enhance your customers' delivery experience while reducing expenses. Our system chooses for you the most cost-effective carrier service that meets the estimated time of arrival (ETA) requirements.

👉 Collaborate with Bigblue for effortless entry into the French market. Learn more about our offerings and the advantages we bring to your brand here.</sub>

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2. Carriers at the best price

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Once your orders are ready to hit the road, the next step is choosing the right carrier to deliver them to your customers' doors. As an e-commerce business, you want to keep your margins healthy without breaking the bank on shipping.

The solution? Carefully select a carrier with competitive rates. 

This way, you can offer affordable delivery without sacrificing the quality of your service. Happy customers and a healthy profit? It's a win-win!

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2.1 For standard packages

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2.1.1 Metropolitan France

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In metropolitan France, when it comes to delivering your e-commerce products, you've got some fantastic options. 

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Colis Privé shines with its swift service and wide coverage (85% coverage of French postal codes), while Mondial Relay is your go-to for cost-effective deliveries with convenient pick-up points. While Chronopost has got your back with its speedy express services. And for a reliable all-rounder, you can't go wrong with Colissimo, balancing affordability with consistent performance. Each offers a unique blend of benefits, making your shipping as smooth as your customers' shopping experience!

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2.1.2 Shipping to Europe

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For affordable and reliable shipping to Europe, B2C Europe is the way to go. This aggregator uses local postal networks and carriers like DPD to deliver packages to your customers within 5 to 10 days. Also, GLS is an option as its strength lies in its extensive network across Europe, making it a solid choice for European shipments.

Please note that B2C Europe does not serve all European countries, such as Belgium. In these cases, you may need to use a complementary solution like Colissimo.

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2.1.3 Shipping to the rest of the world

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When it comes to delivering orders to the rest of the world, you have two main options: Colissimo and express companies like UPS and DHL.

These carriers offer reliable and affordable shipping solutions for businesses of all sizes. With a variety of options to choose from, you can find the right solution for your customers' needs.

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2.2 The solution for small packages

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As an e-commerce business, you may need to ship smaller, lighter products such as a pair of socks. Are there specialised solutions for sending this type of product?

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2.2.1 Metropolitan France and DOM/TOM

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The best way to send small parcels at an affordable price is to use La Poste tracked letter service. In addition to offering unbeatable shipping rates, this service uses postal services for added convenience and security.

However, please note that packages cannot exceed 3 cm in thickness, so be sure to pick a carrier that can accommodate the size of your products.

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2.2.2 Shipping to Europe and the rest of the world

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If you need to send small packages to Europe and the rest of the world, La Poste has a solution for you: Delivengo. This service offers delivery within 4 to 12 days, depending on the destination.

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There are still some constraints:

• The total size of the package (Length + Width + Height) must be less than 90 cm
• The length must not exceed 60 cm
• The weight must not exceed 2 kg

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3. The fastest carriers

Express delivery is becoming increasingly popular in e-commerce in France, and many customers appreciate the convenience and speed of this option. If you want to offer express shipping on your e-commerce site, which carriers offer the best solutions?

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3.1 Metropolitan France

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For fast and reliable express delivery in metropolitan France, we recommend Chronopost 18. With this service, your customers:

• can choose the delivery location,
• select a delivery time slot,
• and even reschedule their delivery.
  
  

At Bigblue, we offer this option to our customers with preferential rates, and all orders placed before 1 pm can benefit from next day delivery.

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3.2 Transport to the rest of the world

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For express delivery from France to the rest of the world (including overseas departments, Europe, and the rest of the world), DHL Express is the most efficient carrier. Your package will arrive within 2 to 4 days, depending on the destination. DHL delivers to over 220 countries, giving you the flexibility to expand your business. It gives you the choice to expand your business!

Please note: Express shipping to other parts of the world is often done by air, which can have a greater environmental impact. It is, therefore, a solution that should be used sparingly.‍

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4. Environmentally friendly carriers

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With the growing consumer awareness about environmental impact, opting for eco-friendly carriers is a step towards sustainable e-commerce. Fevad reports that over half of online shoppers (53%) consider environmental factors before making a purchase.

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4.1 Do not offer express shipping

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If your customer wants to receive his parcel as soon as possible, for example, the next day. The carrier in charge of his parcel may make an empty trip. He will surely not have had time to accumulate other orders during the night.

A traditional delivery option will give your carrier time to consolidate deliveries and reduce the carbon footprint of each package.

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4.2 Carriers who make the environment their priority

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In addition to avoiding express shipping, you can also select carriers that prioritise the environment, such as Colissimo and Chronopost. La Poste, the parent company of Colissimo and Chronopost, works to offset the environmental impact of deliveries through various initiatives.

For example, Colissimo finances environmental projects that offset nearly 1.5 million tons of CO2 each year and has the largest fleet of electric vehicles globally.

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4.3 Favour relay points

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Delivering to relay points can help reduce the impact of the “last mile” by consolidating deliveries to a single location. 

For example, 2 customers who are geographically close order online and have their goods delivered on the same day:

• if both choose a relay point near their homes, the carrier will make one trip for both packages.
• If they decide to be delivered at home, the carrier will travel to both homes. The impact of the last mile makes sense in this case.

This option is most effective in urban areas, where customers can easily access the relay point by public transport or on foot. In rural areas, the benefits may be negated if customers have to drive to the relay point to pick up their packages.

With thousands of pickup points, Mondial Relay offers convenient parcel collection and drop-off.

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<sub>Bigblue Tips

Boost your checkout conversions with Bigblue's Relay Point Selector! You can offer convenient pick-up options and enhance customer satisfaction directly at the checkout.
Bigblue provides seamless map selection, supports multiple carriers, integrates with Shopify effortlessly, and offers full control and branding customisation.</sub>

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To sum up...

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Choosing the right carrier for your needs is key, with each offering unique strengths like speed, accessibility, or eco-friendliness. Pick one that fits what's important for your business.

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In 1732, Benjamin Franklin, under his alias Richard Saunders, kicked off something huge with Poor Richard's Almanac.

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More than just a yearly mix of weather forecasts, proverbs, and poems, it was a clever move to promote his new printing business. Yep, this was the 18th century's version of content marketing!

Fast-forward to now, content marketing is all the rage, raking in a whopping 63 billion dollars in 2022.

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Franklin, the print-savvy entrepreneur and future President of the United States of America, had no idea he was setting the stage for today's marketing game-changer. Who knew an old-school almanac would pave the way for a billion-dollar industry?

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1. Content Marketing definition

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According to the Content Marketing Institute:

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Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

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The keyword here is “valuable.” It’s what differentiates content marketing and typical advertising. In other words, it is a long-term strategy that aims to build a strong relationship between a brand and its customers. To successfully do it, brands (e-commerce in our case) need to create quality content that brings value to their customers consistently. 

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Quality content comes through the sharing of educational, entertaining, and insightful information that will ultimately help readers improve their lives and solve daily problems.

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^{On average, companies allocate around 41% of their marketing budget to content marketing initiatives}

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Now that we have clearly defined what content marketing is, let’s explore its importance and its impact on your e-commerce business. 

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2. 10 reasons why you should implement a content marketing campaign for your e-commerce business

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2.1 Get better rankings on search engines

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Have you ever asked yourself how Google ranks websites on the 1st page?

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They determine the rankings by using a complicated algorithm that takes into account hundreds of factors such as keywords, website structure, page loading speed, number of backlinks, etc. 

To put it simply, Google ranks the ones that are considered the most useful and relevant to the search request. So using quality content can help you rank in the top pages of Google and that can drastically boost your traffic.

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2.2 Generate more traffic to your site

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90% of web traffic comes from being on the first page on Google. 

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Producing high-quality content while targeting specific markets by using specific keywords can help you rank on the first page of Google and thus drive more traffic to your website. 

The higher you’ll rank, the more traffic you’ll have.

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According to HubSpot, companies that publish consistent blog articles are driving 55% more traffic than other companies. So make sure to provide your readers with quality content and work on your SEO (search engine optimization) to drive more traffic to your e-commerce.

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2.3 Provide more content on your site

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It may seem like a simple thing, but the more content you produce, the more content you’ll have on your site. Having an extremely rich website, full of content, will help you showcase your expertise and establish yourself as an authority on the subjects related to your products and services.

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Customers want content that helps them make better and smarter decisions, so providing that for them can help you gain the trust of your customers, leads, and the industry as a whole.

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Knowing that there are trillions of content materials out there, it can be really hard to separate the goods from the rubbish. 

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Since people usually seek out information from sources they trust, establishing yourself as a respectable and trustworthy brand will make people return more frequently. It also gives more reasons for your visitors to stick around, navigate through your website, spend more time on it and thus maximise the chances of them purchasing in your e-commerce.

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After all, you want to learn from and do business with people you trust, don’t you?

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2.4 Generate more leads

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Driving more traffic to your website is already top-notch, but what’s the purpose if you don’t turn this traffic into leads? 

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Creating quality content for each stage of your customer’s journey can help you easily convert these visitors into leads and leads into customers. The most important is to provide content that engages customers during each phase of their journey and to guide them to make a better and faster purchasing decision. Content marketing helps to create a faster sales funnel.

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2.5 Increase conversion

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According to the Aberdeen Group, content significantly drives conversions. On average, conversion rates are six times higher (2.9% vs. 0.5%) for companies and brands using content marketing than those that aren’t. 

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So creating content that resonates in your targets’ minds can help you not only to generate more traffic and leads but also boost your conversion rates and convert those leads into customers. 

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This will lead to an increase in your sales and thus your revenues. So despite results not showing up directly, in the long run, content marketing can be a real lever for boosting sales and revenues.

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2.6 Get more engagement

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Another important benefit of content marketing is the increased engagement that you get from your customers. 

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Providing helpful and relevant information on questions and topics that are interesting to your target audience is the best way to start a conversation and get them to interact with your brand or around your brand. A good way to drive engagement can be by sharing your content on social media such as Facebook, TikTok, Instagram, or LinkedIn. 

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This will also help you to drive social media traffic, which is one of the most powerful ways to reach and engage with new leads while at the same time nurturing a long-lasting relationship with your current customers.

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2.7 Increase brand recognition

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The more content you create, the more visibility your brand gets.

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It allows you to be more consistent in the delivery of the message behind your brand. A highly visible brand sticks in the minds of customers, and through quality content, can create an emotional connection with its followers. 

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^{Ensuring consistent and positive experiences with your customers and followers will turn them into brand advocates who will talk about your products and your brands, and thus attract many more customers.}

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2.8 Provide better customer service

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As Pat Ahern brilliantly quoted it in his article on Junto: Content marketing makes life way easier for your customer service team.

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Providing quality content where you explain how your services or your product work can help you decrease the number of tickets your customers raise.

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Content marketing has a proactive approach to customer service, as you’ll be able to produce content such as detailed product pages, videos, articles, etc. that will help answer your customers' questions. You can also, as an example, write posts that answer the most frequent questions asked by your customers. 

This proactive approach (among many others) will help you reduce response time and answer your customers’ needs immediately. It will also help you save your teams' effort, who instead of answering thousands of emails, can redirect customers directly to relevant blog posts, videos, or FAQs.

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2.9 It’s more enjoyable than typical advertising

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Did you know that 42.7% of global internet users aged between 16 and 64 utilise ad-blocking software at least once monthly?

In contrast to typical advertising, which pushes information and is intrusive, content marketing takes a pull approach. 

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You attract customers by sharing high-quality and valuable information with a targeted audience, and this is much more enjoyable to everyone. 

According to Demandmetric, 70% of people would rather learn about a company through articles rather than an advert.

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2.10 Save money

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Content marketing isn’t just more enjoyable than traditional marketing, it is also much cheaper. According to demandmetric, content marketing costs 62% less and generates 3 times as many leads as traditional marketing. So not only does it cost less, but it also continues to generate traffic long after it is published, whereas paid ads stop generating traffic as soon as your budget runs out.

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Good content also gets shared on social media and reposted on blogs, and thus can go insanely viral and easily reach millions of users (just think about your favourite meme or UGC). Trying to reach a similar number of people through traditional marketing channels would cost millions more.

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As Gary Vaynerchuk famously quoted: If you are not producing 100 pieces of content … every single day, you are leaving the greatest opportunity in the world on the table.

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And Gary is right, with so many powerful benefits, it’s easy to understand why more and more companies are investing so much time, money, and effort to create high-quality and extremely valuable content. 

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^{This explains why, according to the Content Marketing Institute, 56% of businesses reported that they want to increase their content creation spending.}

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No matter what industry you are in or what size your e-commerce is, the sooner you start investing and implementing content marketing in your strategies, the sooner you’ll improve your brand recognition and sales.

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3. How to get started with content marketing 

To get started with content marketing more engaging and effective for your e-commerce business, here are some easy and actionable tips: 

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• Define your goals: Determine what you want to achieve with content marketing (e.g., brand awareness, lead generation, sales).
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• Understand your audience: Research and create buyer personas. For instance, if you sell eco-friendly products, your target audience might be environmentally conscious consumers who value sustainability.
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• Audit your current content: Evaluate existing content (if any) to see what works and what doesn’t.
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• Develop a content strategy: Plan topics, formats, and channels. Ensure it aligns with your audience's interests and your business goals. For example, if you’re in the fashion industry, you could create seasonal style guides, how-to-wear videos, and trend reports.
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• Create a content calendar: Organize when and where you'll publish your content.
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• Start creating content: Produce high-quality, relevant content. Mix formats like blogs, videos, infographics, and social media posts.
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• Engaging product descriptions: Instead of just listing features, tell a story. For example, for a vintage watch, talk about its history and craftsmanship.
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• Use customer reviews: Showcase reviews in your marketing materials. Social proof and UGC are king! 

• Optimise for SEO: Use relevant keywords and meta descriptions to improve your content's search engine visibility.
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• Promote your content: Share your content across chosen platforms. Utilise email marketing, social media, and paid ads if necessary.
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• Engage with your audience: Respond to comments, messages, and emails. Engagement builds community and trust.
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• Measure and adjust: Use analytics tools to track performance. Learn what resonates with your audience and refine your strategy accordingly.
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• Be consistent: Regular updates keep your audience engaged. If you run a pet supply store, post weekly on social media about pet care, customer stories, or new products.
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• Stay updated and evolve: Keep up with industry trends and adapt your content strategy as needed.
  

The Ordinary, celebrated for becoming TikTok's most popular skincare brand and backed by stars like Kim Kardashian and Holly Willoughby, has revolutionised beauty standards. 

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This article delves into the brand's commitment to simplicity, transparency, and affordability, combined with its viral success on TikTok with user-generated content (UGC). Let’s uncover how the Ordinary has captivated audiences globally and redefined consumer expectations!

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1. What's The Ordinary all about?

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^{Located in Toronto, Ontario, Canada, The Ordinary, a part of the Deciem family, has grown rapidly. The Ordinary has become a dominant player in skincare, valued at USD $2.2 billion.} 

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Founded in 2016 by Brandon Truaxe and Nicola Kilner, Estée Lauder, a leader in prestige beauty, increased its stake in Deciem Beauty Group to over 70% in 2021.

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In 2021, Deciem's net sales soared to about $460 million, with The Ordinary driving the majority of these sales. In comparison, for 2023, the skincare market's revenue stands at approximately $181.20 billion.

Skincare Hero's research, spanning from May 2020 to May 2021, revealed that The Ordinary emerged as the world's most sought-after skincare brand, leading in search popularity across 41 distinct countries.

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Its product line ranges from serums to moisturizers, each with a focus on potent ingredients like hyaluronic acid and retinol, all wrapped up in minimalist packaging that lets the results speak for themselves.

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But what sets The Ordinary apart, particularly on platforms like TikTok?

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2. The rise of The Ordinary: A Lesson in marketing and authenticity

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The Ordinary's journey from a disruptive start-up to a global phenomenon offers valuable insights into effective marketing and business strategy.

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By prioritising authenticity and simplicity, the brand has managed to resonate with consumers seeking straightforward skincare solutions.

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2.1 5 Key marketing strategies of The Ordinary

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2.1.1 Straightforward product naming

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The brand's transparent approach to product naming and formulation has been a game-changer. The Ordinary's product names, like Niacinamide 10% + Zinc 1%, mirroring entries in a chemistry book, have demystified skincare for consumers.

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This clarity in naming and packaging has made the brand accessible and appealing.

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2.1.2 Affordable and effective products

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^{Emphasising value for money, The Ordinary offers high-quality skincare products at prices that defy industry standards.
Their products are priced between £4.40 and $28.90, with the majority costing less than £10.}

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The pricing strategy is centred on transparency and affordability, which has been a key factor in its success. By disclosing the concentration of active ingredients and focusing on the cost of raw materials, the brand has offered unmatched value to its customers.

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This strategy has attracted a broad consumer base, challenging the notion that effective skincare must be expensive. 

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Nicola Kilner, co-founder and CEO of Deciem noted, “I think one of our biggest principles has always been that the price point doesn't define luxury. Actually, in my opinion luxury is about authenticity. For us, it was always around actually talking about the efficacy of the products and ingredients used.”

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2.1.3 Gender-neutral and inclusivity

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^{The Ordinary’s gender-neutral packaging and marketing strategy have widened its appeal, tapping into the growing demand for inclusive beauty products.} 

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Based on the Mintel report titled 'The Next Genderation', it is reported that 56% of consumers in the UK believe that embracing diversity is now a requirement for beauty brands.

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Nicola Kilner stated in an email that The Ordinary was never designed to target any specific gender identity. She explained that both the packaging and the formulations of the products are focused on being direct and educational. 

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Kilner also mentioned that instead of featuring models in their campaigns or on social media, The Ordinary uses its own employees. She believes this approach reflects their diverse and passionate fan base who are united by their love for skincare and being, fundamentally, just human beings.

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2.1.4 Empowering consumers with knowledge

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The brand’s educational approach, focusing on the science behind skincare, has empowered consumers to make informed choices, fostering trust and loyalty.

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The brand offers comprehensive product descriptions, lists of ingredients, and explanations of their functions. This informative approach empowers customers to make well-informed decisions and better understand their skincare needs.

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2.1.5 Tailored skincare regimens

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The brand offers personalised skincare regimens through its website, where customers can specify their skin concerns and goals to receive customized product recommendations. This tailored service not only aids in product selection but also enhances customer engagement and satisfaction.

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2.2 Impact on the beauty Industry

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The Ordinary's transparent and simplified approach to skincare has prompted a shift in the industry. By demystifying skincare formulations and prioritising consumer education, The Ordinary has set new standards, encouraging other brands to follow suit.

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3. The Ordinary's digital presence and viral marketing campaign

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3.1 Omnichannel strategy

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The brand's robust social media presence across Instagram, Facebook, YouTube, and TikTok, combined with engaging newsletters, showcases its commitment to connecting with its audience. 

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^{As of November 2023, The Ordinary is one of the most popular skincare brands on TikTok, with over 1.3 million followers and 16.3 million likes.}

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The official #theordinary hashtag on TikTok has also amassed over 4 billion views​​. 

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This popularity on TikTok, especially among beauty brands, reflects a broader trend where prestige beauty brands are adopting TikTok's raw and unfiltered aesthetic to connect with shoppers in a more personal and conversational tone. Brands like CeraVe, The Ordinary, and Too Faced have reported viral views and soaring sales as a direct impact of their presence on the platform​​.

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3.2 The TikTok virality

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3.2.1 “Vampire blood” 

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A TikTok video by user @kaelynwhitee, showcasing the remarkable effects of The Ordinary’s AHA 30% + BHA 2% Peeling Solution on her acne, unexpectedly generated over $1 million in sales for the beauty brand. Kaelyn's video, which has been viewed 3.5M times, led to a surge in demand for the serum, with over 100,000 bottles sold in just a few weeks. 

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Despite some online calling the product 'scary' and 'terrifying', its popularity soared, especially among Gen Z consumers. The “vampire blood” beauty trick, as it's been dubbed, has since sparked a trend on TikTok, with numerous users trying out the product.

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3.2.2 The “Notox” 

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TikTok's latest skincare trend highlights a potent combination of two The Ordinary serums, Argireline Solution 10% and Matrixyl 10%, which users claim mimics the effects of anti-wrinkle injections. When used together daily, they reportedly deliver a “botox” effect. 

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This discovery, popularised under the hashtag #botoxinabottle with over 16 million views, has garnered significant attention on TikTok. Users like @sarahpalmyra, with over 810k followers, have shared impressive results, particularly in reducing frown lines, smile lines, and forehead wrinkles. Some have even reconsidered the need for anti-wrinkle injections after using these budget-friendly beauty products.

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3.3 “Quality Equality” - Their biggest marketing campaign ever

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The Ordinary embarked on one of its biggest campaigns ever in the summer of 2023. This out-of-home campaign, titled “Quality Equality,” included digital takeovers in New York City subway trains and stations, digital signage, and wild postings in the SoHo and Herald Square neighbourhoods. 

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The campaign was aimed at reinforcing The Ordinary’s product quality, science-backed ingredients, and affordable cost, with product prices typically ranging from $10 to $22. 

This campaign marked a significant step for the brand in terms of scale and visibility​​.

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3.4 Leveraging community engagement and User-Generated Content (UGC)

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The brand has effectively used UGC campaign to build credibility and reach a wider audience. The Ordinary's ads and social media strategy revolve around educating customers about skincare. They focus on providing informative content that explains skincare ingredients, benefits, and usage.

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This strategy has reduced marketing costs and increased consumer trust in the brand.

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“The early adopters become our evangelists and many future customers then come into the brand via product recommendations,” said Brandon Truaxe, CEO & Founder. 

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The brand's informative content, user-generated posts, and collaborations with influencers have nurtured an active online community.

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3.4.1 Deciem chatroom for community interaction

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Fan-operated the Deciem Chatroom provide a space for skincare enthusiasts to exchange ideas, experiences, and seek advice. This online forum is a hub for community members to support each other and deepen their skincare knowledge.

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3.4.2 Encouraging customer reviews and ratings

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The Ordinary actively encourages customers to leave reviews and ratings on their website. This open forum for feedback builds a sense of trust and community, allowing users to share their experiences and guide others in their purchasing decisions with real-life insights.

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4. The Ordinary: Pioneering Sustainability and Vegan Practices

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The Ordinary, certified vegan by PETA, ensures all its products are animal-friendly, reflecting its commitment to sustainable growth. 

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<sup>Key initiatives:
- Emission reduction
- Renewable energy
- The 100% Good Program: repurposes products with minor defects.</sup>

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Parent company Deciem's dedication to environmental and social impact is evident through initiatives like The Good Fund and The Community Fund. 

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Although not yet fully sustainable, The Ordinary is progressing towards this goal with recyclable packaging materials and an in-store recycling program for beauty products, including those in glass containers.

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The Ordinary's story is a testament to the power of simplicity and transparency in marketing.

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In an industry often clouded by complexity, The Ordinary brand has shown that a straightforward and honest approach can not only resonate with consumers but also drive significant change in the market. 

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As The Ordinary continues to grow, it serves as a reminder that authenticity, coupled with a consumer-centric approach, is a sure-proof strategy in today's competitive digital world. 

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Our guide is your secret weapon to master the e-commerce trends of 2024 ensuring you reach potential customers and dominate search engine results.

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This isn't just about keeping pace. It's about outshining your rivals and staying ahead of the game, mastering the rapidly evolving trends of the digital marketplace. 

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Dive into these top 6 trends that are shaping the future of online retail and discover how to make your brand a standout player.

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1. Shopify Collective: Revolutionising e-commerce collaboration 👥

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Shopify introduced a groundbreaking feature in summer 2023: Shopify Collective. By enabling different Shopify stores to mutually sell each other's products, it simplifies inventory management and shipping, while also significantly boosting cross-selling opportunities and order values. 

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Retailers can expect a substantial profit increase, with margins ranging between 20% and 40%. This feature not only paves the way for novel e-commerce partnerships and product bundling strategies but also marks a revolution in the use of cross-selling within Shopify's ecosystem. 

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Currently available in the United States, the anticipation for its expansion into Europe is high. The Shopify Collective's introduction to European markets promises to empower brands with enhanced sales strategies and broader market reach.

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1.1 3 amazing results of brands using Shopify Collective

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1.1.1  Drake Related uses Shopify Collective 🌟 

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Drake Related, the official merch website was revamped in July 2023 using Shopify Collective.

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It allows fans to navigate through a digital version of Drake's Toronto mansion to shop for exclusive products, from a $3,000 robe to a $69 Hotline Bling pool float.

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1.1.2 Ten Thousand's remarkable 46% increase in AOV 🌟

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In just one week, Ten Thousand and GORUCK were able to share products, manage stock, and process orders and payments together. Impressively, 16% of their sales were attributed to entirely new customers, a testament to the effectiveness of Shopify Collective.

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This collaboration was driven by the need for a seamless co-branding solution.

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James Schweitzer, an e-commerce specialist at Ten Thousand, highlighted: “We needed a way to sell co-branded products that was easy and user friendly, didn’t require loads of dev hours and synced in real-time.”

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1.1.3 Lalo's impressive 16% sales increase 🌟

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Lalo, an American brand known for its modern baby and toddler products, embraced Shopify Collective to form a partnership with PlanToys, a sustainable wooden toy brand.

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This collaboration was strategically simple yet impactful: Lalo chose the products and set their prices to begin selling PlanToys items directly on their website.

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The results were significant: Lalo's sales increased by 16% when customers added Shopify Collective products to their purchases. 

Notably, this growth was achieved without incurring extra customer acquisition costs.

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Michael Wieder, co-founder of Lalo praised Shopify Collective, noting how it “offers an easy, low-risk way to generate additional revenue while adding more value to your customers, and removing operational risk. It’s the ultimate win-win!”

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2. Immersive marketing experiences: Engaging customers like never before  

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Immersive marketing experiences are becoming increasingly popular among e-commerce brands. 

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These experiences use technology to create a more engaging and memorable shopping experience. 

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2.1 Santa Maria Novella and the digital revolution in historic branding

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What do a magical house-elf like Dobby and the latest marketing campaign from the historic Italian brand Santa Maria Novella have in common? Surprisingly, they both owe their recent appearances to the wonders of the digital world – they're both computer-generated creations!
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Santa Maria Novella, a luxury brand steeped in history, is renowned for its exquisite fragrances and apothecary products. Founded by Dominican monks in Florence back in 1221, this brand has been a witness to centuries of change, from the Renaissance era to the digital age of TikTok. 

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2022 marked a milestone for the brand with the debut of L’Iris, its first eau de parfum in 800 years, followed by a bold venture in April 2023 with the new Acqua Di Rose cosmetic line. 

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Embracing a fresh marketing direction, the brand used computer-generated imagery (CGI) to give a digital update to its classic products, captivating both loyal and new-generation customers.

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2.2 The CGI video marketing rise

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Across the globe, more brands are adopting CGI to create virtual worlds and products. 

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These computer-generated visuals are gaining popularity on social networks, blending digital artistry with marketing.

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2.2.1 Spotlight on Notable CGI Campaigns:

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L’Oréal Paris

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They launched a CGI campaign for its new liquid lipstick in September 2023, featuring an oversized lipstick product transported on a Citroën 2CV.‍

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Penhaligon’s‍

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They released its “Go Big or Go Home” campaign to promote its “Potions and Remedies” collection, using larger-than-life CGI perfume bottles.

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Lounge Underwear‍

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They celebrated their new London store opening with the eye-catching 'The Boob' campaign.

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2.3 Navigating the CGI era

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As the line between reality and virtual becomes blurred, brands face new challenges. 

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Jared Watson from NYU highlights the depth of emotion that real-life experiences bring, something digital campaigns often struggle to replicate. In an era of misinformation, the use of CGI demands careful balance and clarity to maintain consumer trust.

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Keep in mind that while CGI offers a new world of creativity for brands, maintaining transparency is key to preserving authenticity and consumer trust.

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3. Emotion User Generated Content (UGC): A new approach to brand storytelling

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Emotion-driven UGC is another trend gaining traction. Brands are increasingly recognising the value of authentic customer experiences and are using these stories to enhance their brand narrative.

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3.1 McDonald’s “Second of Happiness” marketing campaign

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McDonald's innovative “Second of Happiness” campaign took a unique, authentic approach by capturing real customer reactions to home deliveries, recorded discreetly by the McDelivery Crew. 

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This strategy highlighted the spontaneous joy of McDonald's delivery experience, embodying the brand's essence of 'happy chaos' – the excitement at the arrival of a meal. 

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This focus on genuine human emotion over polished content resonated strongly with consumers, resulting in a 20% increase in home delivery orders. 

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The campaign's success underscored the effectiveness of marketing that prioritises real, emotional experiences over staged ones, creating a deeper connection with customers.

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4. The evolution of the “Add to Cart'' button: The perfect doesn’t exis… 

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The conventional “Add to Cart” button is undergoing a transformation, becoming a key element of the customer’s online shopping journey.

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4.1 Innovating the shopping experience

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Innovative approaches to this feature, like Dr. Ali Abdaal's “Feel-Good Productivity” landing page, exemplify how small changes can significantly enhance the user experience. This particular landing page, created on Webflow, introduces a playful, intuitive twist by allowing users to press a keyboard shortcut to add products to their cart, enhancing engagement and memorability.

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4.2 Why user experience matters

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Such innovations underline the importance of the user experience in e-commerce. A unique and engaging user interface can significantly improve customer satisfaction and conversion rates.

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5. The key to winning Gen Z: Double-duty products

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The Gen-Z generation is reshaping the beauty industry with their affinity for minimalist, multipurpose products. Embracing a “less is more” philosophy, this demographic is drawn to items that streamline and declutter their lives, aligning with their values of sustainability, versatility, and efficiency.

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Leading the Way: ILIA Beauty and Glossier, Inc.

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Brands like ILIA Beauty and Glossier, Inc. are at the forefront of this trend. Products such as ILIA Beauty's multipurpose stick and Glossier's Cloud Paint embody this shift, offering benefits like skin hydration and natural finishes in a single, efficient product.

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6. Sustainable packaging: Going mono-material, the future of beauty

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The beauty industry is responding to long-standing criticisms about its packaging practices by moving towards more sustainable solutions. Mono-material packaging is at the heart of this transformation.

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Its simplicity in composition makes recycling more straightforward, reducing the energy, time, and costs associated with processing various materials.

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• Consumer Demand: 60% of consumers now prefer environmentally friendly products.
• Reduced Environmental Impact: Sustainable practices can slash a product's environmental footprint by 75-85%.
• Economic Benefits: These practices can also cut business costs by up to 15%.
• Market Growth: The global packaging market is projected to reach around USD 1.35 trillion by 2032.

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6.1 Byoma: A pioneer in sustainable packaging

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A standout example is the sustainable cosmetics brand Byoma. As stated on their website, Byoma's products are made from 100% recyclable, mono-material plastic. This commitment to sustainability extends to eliminating unnecessary packaging elements like shrink wrap and cardboard boxes.

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6.2 Why mono-material matters

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Opting for mono-material packaging is more than just a nod to environmental consciousness; it presents significant cost benefits for brands. This approach aligns with the values of a growing consumer base that prioritises sustainability in their purchasing decisions.

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As we are nearing the end of 2023, these six e-commerce trends – from the innovative features of Shopify to the focus on sustainable practices and immersive customer experiences – will be shaping 2024 e-commerce sites and marketing strategies. 

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The intersection of advancing technology and shifting consumer behaviours means that e-commerce is perpetually on the cusp of the next big thing. This dynamic digital market assures us that it’s always the right time to dive in, explore new possibilities, and assess their suitability for ecommerce businesses.

As the festive season and Christmas shopping begins, Bigblue is thrilled to bring you an exclusive Christmas gift idea guide. 🎅🏼🎁🤶

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If you are looking for some inspiration to find the perfect presents for your family members (or yourself), we got you covered!

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Find the ideal gifts for Christmas from our selection, featuring our valued clients and their amazing products. At Bigblue, we dedicate ourselves to delivering on time and with reliability.

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Rest assured, with Bigblue handling the logistics, your gifts will arrive just in time to light up the holiday season.

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5 tips for Christmas e-commerce optimisation to “sleigh” this season! 🎄

Festive website design

Create Christmas-themed landing pages with personalisation and high-quality product photography.

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Enhanced search and navigation

Improve search functionality with predictive autocomplete and relevant filters.

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Conversion motivators

Use urgency tactics like countdown timers and display customer reviews for social proof.

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Streamlined shopping experience

Ensure clear delivery information, free delivery, a flexible return policy, effective calls to action, and a simplified checkout process.

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Mobile optimisation & testing

Focus on mobile-friendly design.

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According to experts' estimates, a significant proportion of 56% of all online sales are generated by mobile devices.

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Also, regularly conduct A/B testing to refine the user experience.

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For Fashionistas 🕶️

Topologie

The brand infuses the authentic climber spirit into sleek, functional urban and trendy accessories. Elevate your loved one's style with Topologie's phone straps, phone cases, or bags.

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What we love:

• Free delivery on orders over €35.
• Free return 30 days from the shipping date of the order.

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Kymas

Gift the essence of style with Kymas' urban collection.

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What we love:

• Different delivery options: Pick-up point, standard and express!
• Payment options like Shop Pay, PayPal, and card.

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Eleven Paris

Urban and edgy, Eleven Paris outfits are the talk of the town.

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What we love:

• Clear Estimated Time of Arrival (ETA) of the product page depending on your location!
• Free returns within 14 working days after reception.

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Xnowmate

Keep your loved ones cosy with Xnowmate’s innovative winter footwear.

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What we love:

• Free shipping in the EU, UK, Switzerland, USA, and Canada.
• Free exchange and new order shipping free of charge in the EU.

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Cabaïa

Customisable and eco-friendly, Cabaïa offers backpacks and hats that are as unique as your gift recipient.

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What we love:

• Christmas Gift Ideas section of the website and gift wrapping options for €3.20 — Holiday spirit right on!
• Free shipping from €40 of purchase and free returns within 14 days.
• Lifetime warranty.

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Extra: Clothes Doctors  🫧

So your new clothes will smell extra nice!

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Clothes Doctors have everything you need to take care of all different types of fabrics. All products are cruelty-free, use natural and plant-based ingredients and with fully recyclable packaging!

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For Beauty Gurus ✨

Novexpert

For those who adore clinically proven skincare, Novexpert is a dream come true.

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What we love:

• Free delivery for orders over €49 and a free product at €90 showed directly on the cart page!
• Different delivery options and payment options.

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The Smilist

Make someone's holiday special with eco-friendly dental care that combines prebiotics and natural ingredients for a beautiful smile.

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What we love:

• Subscription plan with a 15% discount.
• The Smilist Club, their loyalty program, is a great way to earn gifts through a point system.

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Unbottled

Zero-waste beauty has never been so chic.

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What we love:

• Free shipping with a minimum order of €40 and a free product for orders over €60
• Transparent shipping costs on the product page.
• Packaging ready to hang on your Christmas tree!
• Different delivery options: home address, pick-up point, CO2-neutral delivery and express!

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For Music Enthusiasts 🎶

Diggers Factory

For vinyl lovers, Diggers Factory offers limited edition vinyl produced on demand.

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What we love:

• Possibility to add insurance for the delivery of your precious records.
• The Vinyl Box, from €21/month, you can get exclusive records delivered.

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For Fitness Gurus 💪

Smartworkout

Empower a fitness journey with Smartworkout's innovative gear.

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What we love:

• 5-year warranty!
• Display of clear ETA and delivery price on the product page based on your location.
• Free delivery for orders over €50.

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For Plant Lovers 🪴

Pepin

Bring nature indoors with Pepin's range of plant care and kits.

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What we love:

• Free delivery from €50.
• Display of clear ETA on the product page based on your location.
• Express checkout option!

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For Pet Parents 🐶🐱

Franklin Petfood

Spoil your pets with gourmet treats from Franklin Petfood.

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What we love:

• Subscription plan with a 10% discount.
• La Meute, their loyalty program, is a great way to earn gifts and special discounts through a point system.
• Advantages on the cart page: Free pick-up point delivery from €49, free home delivery from €89 and a free product from €99.

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Did you enjoy our Christmas presents guide?

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I hope we gave you plenty of great gift ideas for your upcoming shopping.

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Will it be for a stocking filler, the company's Secret Santa, or your homemade advent calendar?

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All these brands are ones we trust to deliver the perfect gift to open on Christmas day.

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Write a love note, pick the wrapping, and let these extra special gifts bring joy to loved ones this Christmas, arriving on time.

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Introduction

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Packaging is more than just a means to safeguard products; it's your brand's initial physical interaction with the customer, often setting the tone for the consumer experience.

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The packaging industry has seen substantial innovation and growth, with the market demands evolving and a significant push towards sustainability.

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Let's explore the 10 top packaging suppliers who are redefining the industry with their pioneering solutions.

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1. A strategic approach to selecting packaging suppliers

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When running an e-commerce brand, one pivotal decision you'll face is deciding the right packaging supplier.

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Finding a partner who can align with your brand's quality, values, and ambitions is not just about who can provide a box to ship your products.

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Let's take a step-by-step approach to what you should consider making an informed choice.

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1.1 Assessing product range and customisation capabilities

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The variety and customisation a supplier offers are essential. Imagine you're presenting your product to the world; your packaging is the first impression customers will have.

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So, you must ensure that the supplier offers different types of packaging that you can tailor to represent your brand effectively. And that adapts to every type of product, especially your brand's unique characteristics.

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A supplier should be flexible enough to provide bespoke solutions, whether it's for protective packaging for delicate items or custom-branded boxes that make a statement.

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1.2 Prioritising sustainability

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A brand's commitment to being environmentally friendly can be a key differentiator in today's market.

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Online retailers adhering to sustainable packaging solutions have observed a 15% increase in average conversion rates, attracting environmentally aware consumers.

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Evaluate their use of recyclable materials, the efficiency of their manufacturing processes, and how they minimise waste.

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Opting for a supplier who prioritises eco-friendly practices can reflect well on your brand and resonate with a growing eco-conscious customer base.

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1.3 Ensuring quality and reliability

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Your brand's reputation hinges on the quality and reliability of every partner you choose.

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Before settling on a supplier, research their track record. Look for consistent positive feedback from their current clientele, evidence of their delivery punctuality, and the overall quality of their offerings.

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Ipsos research suggests that product packaging design (72%) and the raw materials used (67%) significantly sway consumer purchasing choices.

This influence escalates when choosing gifts, with 81% acknowledging that packaging design impacts their decision.

Additionally, 67% find paper and cardboard packaging enhances a product's appeal, with 63% associating it with a premium quality.

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Sample their products first-hand, ensuring they meet your standards, before committing to a larger order.

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1.4 Looking for innovation and flexibility

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In the ever-changing e-commerce landscape, a supplier must be forward-thinking and adaptable.

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They should be capable of evolving with market trends and customer demands.

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From providing the latest in packaging technology to accommodating last-minute order changes, a supplier's ability to innovate and pivot as needed is a critical factor in your decision-making process.

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1.5 Weighing cost against value

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Cost is always a consideration, but it should be weighed against the value you receive.

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The lowest price might save you money upfront, but consider the long-term implications on your brand image and product safety.

Instead, aim for a balance where the cost aligns with the quality and service you require.

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According to Packaging of the World, 30% of companies have seen a rise in profits following enhancements to their product packaging.

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A supplier that can offer competitive prices without compromising on service or quality is what you should be aiming for.

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Making the right choice in a packaging supplier is more than a transaction—it's about forming a partnership that supports your brand's growth.

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Take the time to consider these key aspects, and select a supplier that not only fulfils your current needs but is also equipped to grow with your brand in the future.

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2. Bigblue’s top 10 recommended packaging suppliers

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Now, let us explore in detail the top 10 packaging suppliers of 2024, as identified by Bigblue, understanding what sets them apart and how they can contribute to the success of your brand.

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2.1 Hipli - The sustainability edge

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Hipli has set itself apart with a commitment to reducing waste. Their reusable packaging solutions are innovative, durable, and designed for multiple uses. A major advantage is their commitment to circular economy principles.

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^{Bigblue has partnered with Hipli, Lizee, PickMe, and Coursier.Fr to create the Collective for Responsible Logistics—a group of logistics experts dedicated to fostering a sustainable industry.}

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2.2 Filigram - Innovation in packaging

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Filigram is at the forefront of packaging design, combining aesthetics with practicality. Their unique approach to packaging has seen them create some of the most visually stunning yet functional packaging solutions on the market.

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2.3 Packhelp - Customisation & Branding

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Packhelp has made a name for itself by offering customised packaging solutions to businesses of all sizes. They may have started as a startup and grown rapidly, capitalising on the trend for personalisation in packaging. Their services cater primarily to small and medium-sized enterprises looking for brand differentiation.

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2.4 Raja - Expansive catalogue

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Raja, with a long-standing history, could be one of the oldest and most established packaging companies in Europe. They offer a comprehensive range of packaging materials like cardboard boxes and corrugated cardboard and are known for their reliability and extensive catalogue.

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2.5 Pixartprinting - Speed and efficiency

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Pixartprinting serves the printing needs of both individuals and businesses with their online services. They provide an easy-to-use platform. Their competitive pricing and user-friendly interface stand out in the market.

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2.6 Eco-craft - Commitment to recyclability

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Eco-craft's dedication to recyclable materials showcases its commitment to reducing its environmental impact. They offer a wide range of packaging supplies that are not just recyclable, but also biodegradable.

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2.7 Swiftpak - Industrial expertise

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Swiftpak has established itself as an expert in industrial packaging. They provide comprehensive solutions that cater to the specific needs of industrial products, ensuring they are protected and preserved during transit.

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2.8 Lilpackaging - E-commerce & mailing focus

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Lil Packaging's strength is its innovative and eco-friendly packaging solutions for the e-commerce industry. They offer a diverse range of packaging options for product boxes, from books to beauty items, ensuring that there's a packaging solution for every need.

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2.9 Tinyboxcompany - Dragon Den’s success story

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Featured on Dragon's Den, the Tiny Box Company has made a name for itself with its eco-friendly packaging solutions. They provide a variety of gift boxes and luxury packaging options and offer personalisation services.

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2.10 Kitepackaging - Comprehensive solution

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Kite Packaging, one of the leading UK packaging companies, provides comprehensive solutions covering all packaging aspects. Their approach to packaging is holistic, ensuring that their clients receive the best possible products and services.

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Conclusion

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Picking the right packaging company is crucial for business success in 2024.

Use this article's advice and look at Bigblue’s top 10 suppliers to find a partner who can improve your product with great packaging.

Focus on quality, eco-friendliness, and a supplier that matches your brand's needs to make your packaging pop in a crowded market.

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Looking for a reliable e-commerce fulfilment partner?

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Bigblue has you covered!

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Our services include inventory storage, order fulfilment, and eco-friendly shipping options.

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Request a quote to learn more and streamline your operations. Focus on growing your business while we handle the rest.

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Intro

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You've already mastered the basics of holiday advertising and know that a successful Christmas advertising campaign can be a game-changer for sales and brand recognition.

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Statista predicts a 3.3% growth in UK Christmas sales for 2023, potentially reaching £84.9 billion.

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Let’s focus on honing your strategy with expert tips to ensure your e-commerce brand shines this festive season.

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1. Why UK Christmas adverts are so popular?

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UK Christmas adverts have become a cultural phenomenon, eagerly anticipated yearly for their heartwarming narratives and lavish production values.

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It is often attributed to the “John Lewis effect”, which stems from the retailer's tradition of creating emotionally charged stories that capture the public's imagination.

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Top brands compete with each other, spending big on ads to be the most memorable. They regularly use celebrities to make their Christmas messages stand out, which helps them become a part of the UK's festive traditions.

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Interest in UK Christmas adverts is picking up again after a dip in 2021, according to Bynder's analysis. Top British retailers have launched their 2023 Christmas ads, continuing the yearly battle for viral success.

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Despite concerns about ad fatigue, Bynder's look into Google search trends suggests a resurgence of interest, with a 6% increase in searches this year and an expected 68,000 searches for 'Christmas advert' in November.

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John Lewis Christmas 2023 Advert: Snapper - The Perfect Tree

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It tells the touching story of a young boy named Alfie and his extraordinary bond with his Venus flytrap companion, Snapper.

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This enchanting tale explores the beauty of unexpected friendships and reminds us to embrace new traditions, even if they may seem peculiar at first.

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The advert beautifully captures the essence of Christmas, assuring us that no matter how different our celebrations may be, the spirit of Christmas will always remain unchanged.

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Amazon's 2023 Christmas advert: “Joy Ride”, a heartwarming story

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Three elderly friends rekindle their youthful spirit by sledging down a snowy hill, an experience amplified by a nostalgic instrumental of The Beatles' “In My Life.”

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Orchestrated as part of their broader “Joy is Shared” campaign, the film exemplifies how joyous moments are enhanced when shared, set against a musical collaboration recorded with a 40-piece orchestra.

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The campaign, celebrating the delight of creating new memories while honouring past ones, is delivered across various media and highlights Amazon's role in facilitating shared happiness during the festive season.

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Lidl's 2023 Christmas advert: A raccoon & family's festive celebrations

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As other adverts like Asda's and Waitrose's opt for cheer to distract from financial woes, Lidl's approach mirrors the emotional appeal of traditional John Lewis adverts.

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Despite Lidl's recent business struggles in the US, the ad focuses on the raccoon's journey to return a lost toy to a child, overcoming challenges along the way without seeking any reward.

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The ad is set to resonate with viewers, making the raccoon a popular symbol of the season with its charm and emotional storyline.

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2. Navigating the Christmas market amidst economic restraint

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The cost of living crisis in the UK is leading to more restrained celebrations, with a report by eBay Ads revealing that nearly half of the shoppers intend to have modest festivities, focusing on value for money in gift purchasing.

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A shift towards giving meaningful gifts over expensive ones is happening, with younger generations starting their shopping around Black Friday and Gen Z showing a keen interest in second-hand and sustainable gifts.

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Advertisements, especially search ads and promoted listings, are influential, and eBay Ads' Upasana Gupta advises retailers to cater to budget-conscious consumers by offering value and thoughtful inventory.

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Retailers are encouraged to time their ads to appeal to early and last-minute shoppers and to use promotions to attract undecided ones.

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3. How to create the best Christmas ad ever?

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3.1 Deep dive into audience understanding

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Knowing your audience is advertising 101. Use your customer data to fine-tune your target demographics.

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According to Accenture's research, tailored and relevant offers significantly increase consumer engagement with brands.

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Take the time to analyse your customer data to create personalised messages that resonate.

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3.2 Create an emotional connection

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Weaving a captivating story into your Christmas campaigns can resonate deeply with your audience.

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Remember, you're not just selling a product, you're offering a festive experience.

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As digital marketing expert Seth Godin aptly notes, storytelling is the essence of brand engagement.

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By integrating themes of joy, family, and togetherness, we tap into the emotional core of the season, fostering a memorable connection with your brand.

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In today’s diverse society, inclusive marketing strategies speaks volumes.

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We recommend creating campaigns that celebrate various traditions and inclusivity, making every consumer feel represented and valued.

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3.3 Be wise with your ad budget allocation

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Your advertising budget needs to work harder for you.

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Spread your spending across the most effective channels to reach your audience, and remember, it's not always about having the biggest budget but the smartest.

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3.4 Gather feedback

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Utilise feedback to refine your ad.

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This is crucial for aligning with your audience's expectations and enhancing the ad’s effectiveness.

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3.5 Right channel, right time

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Knowing where and when to place your ad can amplify its impact.

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Leverage social media platforms where your audience is most active, and consider launching your campaign early to maximise exposure.

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The landscape for Christmas adverts has significantly changed; it has become tougher for e-commerce brands to compete in the saturated market.

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In 2023, a customer has more chance to see an advert first on Instagram or TikTok than on the TV.

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Marketers need to create ad optimisation for different platforms and consider their audience.

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Having a better consistency across all platforms is crucial in brand discovery and recognition.

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3.6 Measuring Christmas campaign success

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Evaluate your campaign’s success with clear KPIs.

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Beyond views and likes, focus on engagement and conversion rates to truly measure the impact of your ad.

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Conclusion

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In crafting your Christmas advertising campaign, focus on creating a meaningful connection with your existing customers and potential customers.

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Use high-quality visuals, thoughtful storytelling, and strategic placements to make your message heard. Remember, your ad is more than a sales pitch; it represents your brand personality during the most wonderful time of the year.

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Follow these tips to build a holiday campaign that not only stands out from the crowd but builds trust with your customer base, increases brand loyalty and drives both immediate and long-term success.

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