HOW IT WORKS
Before an order is even packed, we assess whether a product can be shipped without an additional box. If a product qualifies, it receives a separate status and this becomes the default shipping method for that item.

Visibility and contents
This assessment consists of several steps. First, we determine whether a product is suitable for visible shipping at all. Gift sets, for example, are often excluded, as are other typical gifts such as toys. In these cases, visible shipping may not fit how the product is usually used or given, and we take that into account during the assessment.The same applies to privacy-sensitive products, where customers may prefer that the contents are not visible during delivery.

Logistical suitability
Next comes a logistical assessment: can the packaging withstand the entire delivery process? That is more important than it may sound. During transport, a parcel passes through sorting machines, warehouses, roll containers and delivery vans. So even if a product already comes in a box, that does not automatically mean the packaging is strong enough to function as shipping packaging.

We assess whether packaging is easily damaged, can dent, or may open during transport. Fragile products, unusual shapes, or items that can roll around or stick out are also often excluded. The value of a product also plays a role. More expensive products are usually not shipped without an additional box, to reduce the risk of damage or theft during transport. And for orders containing multiple items, we generally try to bundle them together in one box so they arrive at the same time.

So the decision is not a simple yes-or-no choice, but a combination of commercial, logistical and practical considerations. A product is only shipped without an extra box if it is suitable in both areas: visibility and contents, as well as logistical handling. At the moment, customers cannot yet choose whether they want shipping with or without an extra box, but we are exploring how we can offer more choice in the future.

HOW WE APPROACH THIS
For products that are suitable, we try to avoid unnecessary extra packaging wherever possible. Currently, around 8% of orders are shipped without an additional shipping box - and that share is gradually increasing. We do this to reduce packaging material and limit environmental impact.

At the same time, it requires careful consideration. Less packaging may sound inherently more sustainable, but if a product gets damaged during transport and has to be returned because the packaging turned out not to be sturdy enough, this ultimately creates extra transport, extra packaging and extra waste. That is why we continuously evaluate whether the balance is right.

With tens of millions of products on the platform, this is not a one-time assessment either. The assortment changes constantly, and insights evolve along with it. That is why we increasingly rely on data and automation to determine more quickly and intelligently which products are suitable for shipping without an extra box. For example, we look at dimensions, weight and the appearance of the packaging. We are also exploring how technology and AI can help support these assessments at scale.

Where an extra box is necessary, we of course try to make it fit as efficiently as possible: no larger than needed and using as little - and as sustainable - material as possible.

IN SHORT
An extra box may sometimes seem unnecessary, but it is usually the result of balancing protection, privacy, delivery quality and sustainability. Where possible, we leave the extra box out. Where necessary, we consciously choose additional protection - and we continuously look for smarter and more efficient ways to do so.