In todays digital-first world, shelf appeal along isn’t enough. With the rise of e-commerce giants like Amazon and the growing popularity of online drinks retailers such as Master of Malt, and The Whiskey Exchange, consumers can now discover, compare, and purchase bottles with just a few taps. That means your packaging has to work harder than ever to stand out—and sell.

For independent brand owners, the challenge is clear: how do you make your product stand out in a crowded online space, drive conversions, and build brand loyalty – without the benefit of the sensory experience of in-store purchasing.

If you want your packaging design to be ready for the world of e-commerce shopping, here are five areas to consider:

1.Design for the digital billboard

Your product imagery is your first impression. Whether it’s a thumbnail on a retailer’s site or a hero shot in a social ad, your label and embellishments need to pop. Think high-contrast layouts, metallic foils that catch the light, and finishes that add depth to photography.

Example: Brands like Quest End and King’s Hill use distinctive shapes and textures to stand out online. Could your bottle silhouette or label layout be more scroll-stopping?

2. Create a Shareable Experience

Social media is the new word-of-mouth. Packaging that photographs well and tells a story can drive organic reach. Think about how your bottle appears in Instagram Stories or TikTok unboxings. Are you giving people something worth sharing?

Tip: Use hang tags to highlight your heritage, sustainability credentials, or the meaning behind your logo. These details add depth and encourage engagement whilst keeping your brand story front of mind.

3. Gifting incentives

Online shoppers love that little bit extra. Including a branded keychain, pin badge or fridge magnet or perhaps a cocktail recipe card or even a mini sample bottle can elevate the experience for the consumer and encourage repeat purchases.

Example: A thoughtful gift with purchase not only surprises and delights—it also reinforces your brand values and creates a memorable moment.

4. Elevate the First Physical Touchpoint

Even without elaborate boxes, the first moment a customer handles your bottle matters. Focus on tactile elements that make the bottle itself feel special—like textured labels, soft-touch varnishes, or embossed glass. These details create a sense of craftsmanship and quality without adding unnecessary packaging.

Consider: Could your label stock, closure design, or bottle shape deliver that premium feel? Think about how these elements reinforce your brand story the moment the bottle is in hand.

5. Cross-platform consistency

Your bottle needs to look great everywhere—on your own site, third-party retailers, and across social media. That means consistent branding, high-quality imagery, and packaging that performs in pixels.

Tip: Audit your digital presence. Are your product shots consistent? Is your label legible at thumbnail size? Are you telling the same story across platforms?

So, in a world where first impressions are made in pixels, it’s worth asking: is your packaging helping your product stand out – or blend into the background?