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Do e-commerce brands under-leverage their packaging real estate? Share Via: Of late, there has been a smattering of innovative packaging - from Amazon, Flipkart - but the space is largely bland. Are e-commerce brands missing a trick? Itâs a familiar tale for many of us. Sometimes, a solitary lipstick comes wrapped in five layers of bubble wrap in a big cardboard box. The box is plain, brown and non-descriptive, apart from carrying the name of the website you ordered it from. Packaging from beauty and personal care e-tailer Nykaa All too often, people eagerly tear away the layers to get to the product. It isnât exactly the best experience because the e-commerce platform itself does not get a lot of recall in this process. ....