According to a 2011 study of online shoppers, the ability to see a product’s packaging online increases shoppers’ comfort levels with buying online. Click through to find out why.
Jean-Pierre Lacroix, president and founder of the Toronto-based branding and design firm Shikatani Lacroix, has conducted extensive research about the though processes of online shoppers. He found that they need to review many products in a short amount of time. The ability to view packaging ties the online shopping experience to the traditional in-store shopping experience, increasing comfort levels.
Two major concerns of online shoppers were: will the product be protected during shipping (64.9% of people polled) and will the product actually arrive as promised (60.0% of people polled). Including images of the product in its packaging helps to address both of these concerns.
Interestingly, the appearance of the packaging once the item arrives was not a huge concern. Less than 40% of those surveyed thought that appearance of received packaging was very important.[source]