On March 3 in Bologna, we took part in the Ecommerce Food Conference, the leading Italian event dedicated to e‑commerce in the food sector.
The message that clearly emerged is this: food e‑commerce has entered a phase of maturity, in which technology, logistics, and customer experience must work in an integrated way.
In this scenario, packaging for food e‑commerce – and in particular corrugated cardboard packaging – becomes a strategic element to ensure product quality, sustainability, and efficiency throughout the entire supply chain.
Food e‑commerce today: from experimental channel to mature ecosystem
Food e‑commerce is no longer a secondary channel. It is a complex ecosystem, shaped by new consumer habits and increasingly advanced platforms:
• social media are becoming sales channels (social and discovery commerce)
• marketplaces are evolving into true global infrastructures
• traditional retailers are investing in technology, apps, and automation
• artificial intelligence drives product visibility and purchasing decisions
In this context, logistics and e‑commerce packaging are key to ensuring reliability and competitiveness.
Italian consumers: strong openness to online, but significant room for growth
Data on Italian consumer behavior is clear:
• over 12 million Italians buy food online
• purchase frequency is increasing, but market share remains below the European average
• the online shopper profile is often over 65, with high average spending and strong attention to service
• fresh products and “variable weight” items remain barriers to overcome
This means that trust, perceived quality, and delivery reliability are decisive factors.
And the first physical element the customer touches is the packaging itself.
Logistics and last mile: why packaging matters more than ever
Food e‑commerce logistics is facing new challenges:
• rising last‑mile costs
• failed deliveries and returns management
• growing environmental impact
Alternative solutions such as lockers and pick‑up points are expanding, but they require e‑commerce boxes that are robust, standardized, and sustainable.
For this reason, corrugated cardboard packaging confirms itself as a strategic choice for food e‑commerce:
• mechanical strength
• product protection
• light weight
• recyclability
Packaging: from simple container to value‑creating tool
One of the most interesting moments of the conference focused on innovative and eco‑sustainable packaging, confirming a now‑clear trend:
👉 The box is the first physical touchpoint between brand and customer.
In food and fresh produce, packaging today must meet several needs at the same time:
• product protection, especially for fresh items
• logistical efficiency, for both national and international shipments
• communication of brand value
• consistency with sustainability principles
Corrugated cardboard proves to be a strategic solution because it:
• is recyclable and sustainable
• ensures strength and breathability (essential for fresh produce)
• is customizable and suitable for different market positioning
• integrates perfectly with B2C and D2C e‑commerce models
It is therefore no surprise that several real‑world cases show how redesigned packaging has led to increased sales and improved margins.
Sustainability: not only environmental, but also economic
The conference dispelled an important myth:
e‑commerce can be sustainable and profitable, but only if it is designed consciously.
This also applies to packaging:
• sustainable materials, yes, but also efficient
• carefully designed, yet functional
• costs kept under control throughout the entire supply chain
In the food sector, the future is not about compromises, but about smart solutions.
Conclusion
The Ecommerce Food Conference confirmed that the sector is entering a new phase: more mature, more selective, and more demanding.
In this context, corrugated cardboard packaging for fresh produce and food is no longer a detail, but a strategic lever that impacts:
• customer experience
• logistics efficiency
• brand positioning
• environmental and economic sustainability
Those who invest today in advanced, sustainable packaging solutions designed for e‑commerce will be ready to face the challenges – and seize the opportunities – of tomorrow’s digital food market.
