Buying online is easy, fast, and convenient. But there's a part we don’t see until the package arrives: boxes within boxes, unnecessary plastics, fillers that take up more space than the product itself… Sound familiar? After years working in e-commerce, I can tell you this is just the tip of the iceberg.
The Many Stops Before Reaching the Customer
Let’s take a simple T-shirt as an example.
- It’s manufactured outside the EU and arrives wrapped in packs of 10 per size.
- These packs are placed inside a box, which is then stacked onto a pallet wrapped in plastic to prevent the boxes from falling apart.
- The shipment arrives at the European distributor, where it is unpacked and repacked before being sent to the retailer’s warehouse.
- Once there, it is unpacked again and repacked for distribution to stores or other warehouses in different countries.
- Sometimes, the product stops at another facility, where it is relabelled, ironed, placed on hangers, or whatever else is required.
At this point, the product has already gone through several rounds of packaging and repackaging, often without reusing the original materials.
Now, imagine that part of the stock is sent to an e-commerce warehouse, which, in many companies, functions just like another store.
- When it arrives at the e-commerce warehouse, all original packaging is removed. Once a customer places an order, it is repackaged into the "nice" packaging that we receive as consumers.
- But there’s more: some units are sent to marketplaces, which require their own type of packaging. Before reaching them, the products may go through another repackaging facility where they are prepared according to each platform's specifications.
- When they finally arrive at the marketplace, they are repackaged once again before being shipped to the customer.
Feeling dizzy yet? I certainly am! Now imagine how much plastic and cardboard gets left behind along the way.
You might wonder: Why not ship the product directly from the manufacturer to the final destination (warehouse, store, or marketplace)?
My guess is these companies have grown too fast. With so many changes and intermediaries, reshaping processes isn’t easy. But most importantly, adapting means investing, and cutting profits is never the favourite option.
Adapting Is a Huge Challenge
Many companies are making efforts to reduce packaging waste and are slowly adapting. But when you operate on such a large scale, the investment required is enormous.
And in the meantime, everything keeps changing. What works today might not work tomorrow, shopping habits evolve, and the market constantly pushes for everything to be faster, cheaper, more efficient, which, in most cases, is at odds with sustainability.
And this is only what I’ve seen working in e-commerce, imagine what happens before that T-shirt is even produced.
(And all that without even considering other sources of pollution, like transport emissions.)
Every Order Leaves a Footprint
Every order leaves a footprint, not just from its manufacturing and shipping but also in what happens afterwards.
What happens to the cardboard box, which was used only for shipping and served its purpose for just a few hours? With the plastic wrap and paper fillers that protected the package for a brief moment? In most cases, they end up in the bin.
When you see this happening daily, across thousands of shipments, it’s hard to ignore.
That’s why, when I started Molli & Moai, even though my business is small and my shipments are still occasional (but that needs to change!), I knew I wanted to do things differently. Even if that meant not sending my little creatures in fancy, “premium” packaging.
🌱 Reducing and Recycling in My Packaging
From the very beginning, I decided to avoid excessive packaging and reuse materials whenever possible. Here are some of the solutions I apply to my shipments:
♻️ Shredded Paper Filling
I got a second-hand paper shredder for just €5 (an absolute bargain!), and ever since, I’ve been shredding paper and cardboard to reuse as protective filler.
Most of the time, I use supermarket leaflets and mini magazines. Even though I have a 'No Junk Mail' sticker on my postbox, they still show up… (perhaps a cheeky neighbour?).
📦 Reused Packaging
Instead of buying new packaging, I reuse as much as possible from orders I receive. I also have a habit of asking people around me to save their materials so I can give them a second life.
🧶 Repurposed Fabrics for Packaging Bags
Instead of boxes, I use fabric pouches made from repurposed textiles. I try to recycle fabrics whenever possible, mainly using factory leftovers. Some of these materials come from Mesclamalva, a factory located just across from my workshop.
There, wool is transformed into threads, technical fabrics, and burel (a traditional Portuguese wool fabric known for its durability and excellent thermal properties).
They work exclusively with locally sourced materials from Serra da Estrela, Beira Baixa, and Alentejo, ensuring high-quality and responsible production. If you ever have the chance to visit, it’s worth it! Their fabrics and blankets are outstanding, the prices are very reasonable, and seeing the factory in action is an experience in itself. And if you’re lucky enough to see the steam-powered looms running, it’s even more impressive.
A fabric pouch is always useful, you can reuse it to store things, as a toiletry bag, for pencils, for travelling, or even to keep those beautiful stones you pick up on a walk. Instead of being disposable packaging, it’s something practical that stays with you.
📩 Whenever Possible, I Ship in an Envelope
Many times, when I send dolls, I use an envelope instead of a box. I’m not worried about them breaking because, after all the tests I conduct for CE certification, I know for sure they can handle shipping. (Read more about how I certify my dolls here).
Whenever possible, I choose this option: less volume, less waste, less impact.
🚚 The Impact of E-Commerce and the Responsibility of Every Brand
E-commerce is now part of every industry and isn’t going anywhere (and I hope not, because I’m a big fan myself!). But that doesn’t mean it should continue operating without awareness.
Packaging isn’t just a wrapper, it’s part of the footprint we leave on the world.
💬 Let’s rethink packaging together – small changes make a big difference! ♻️