If you’ve ordered something online lately, you’ve probably had this experience: a relatively small product arrives in a box that seems twice as big as it needs to be. Inside, there may be extra paper, air pillows, or other material simply filling space.
For years, that kind of packaging was accepted as part of e-commerce. But today, businesses are taking a closer look at how much packaging they use, what materials they choose, and whether there might be a simpler way to get products from the warehouse to the customer. That is putting paper mailers in the spotlight.
Across the packaging industry, companies are showing growing interest in mailers as an alternative to corrugated boxes for products that do not necessarily need the structure of a box. Sustainability goals, material reduction, shipping efficiency, and right-sizing are all helping drive that conversation. Industry analysts have specifically noted accelerating adoption of paper mailers as e-commerce businesses look for fiber-based packaging options.
For distributors, that creates an opportunity. Instead of simply asking customers how many boxes or bags they need, it may be worth asking a different question:
Are you using more package than the product actually requires?
Why Mailers Are Getting More Attention
Retail and e-commerce continues to put enormous quantities of packaging into the supply chain. With that volume comes greater attention to material use.
E-commerce customers are increasingly requesting mailers rather than boxes, with packaging manufacturers responding through innovations in paper substrates, gusseted formats, right-sizing systems, and return-friendly designs. There is also growing interest in what happens to a package after it reaches the consumer.
A 2026 Ryder consumer survey found sustainability becoming a more important part of the e-commerce packaging conversation. While consumers still expressed preferences for boxes in some applications, sustainability increased as a factor influencing packaging perceptions and brand loyalty compared with the previous year.
That distinction matters. Sustainability does not mean abandoning packaging performance. Customers still expect the product inside the package to arrive in good condition. Instead, the challenge for businesses is finding the right balance between protection, material use, convenience, and environmental considerations. Paper mailers can be part of that balance.
Less Empty Space Can Mean Less Waste
One of the most visible problems with oversized packaging is empty space. When a small product ships inside a large box, the shipper may need additional material to keep the product from moving around. That can mean more paper, cushioning, or other void-fill material. The result is a shipment containing more packaging than the product itself may require. A mailer works differently.
Because it conforms more closely to many products, a properly selected mailer can help reduce unnecessary empty space. For suitable applications, that can simplify the package and reduce the amount of secondary material needed.
Right-sizing is becoming important enough that it is also appearing in packaging regulations. The European Union’s Packaging and Packaging Waste Regulation, for example, includes future restrictions on excessive empty space in grouped, transport, and e-commerce packaging. Even for companies that are not directly affected by those requirements, the trend is worth watching.
The basic idea is straightforward: ship the product, not empty space.
Paper Fits the Sustainability Conversation
Another reason paper mailers are attracting attention is familiarity. Consumers already interact with paper packaging every day. Paper bags, corrugated boxes, envelopes, cartons, and other fiber-based packages are well established throughout retail and e-commerce. At the same time, manufacturers are continuing to develop paper mailers for a wider range of shipping applications.
Recent industry investments and product introductions show that packaging companies are expanding paper-mailer production and developing new fiber-based formats designed around e-commerce fulfillment. The broader market reflects the same direction. Industry research identifies paper mailers as a fast-growing portion of the e-commerce mailer category as businesses pursue recyclability, material reduction, and alternatives to traditional plastic formats.
For WCI and our distributor partners, that growing interest feels familiar. We have been making practical paper packaging right here in Wisconsin for years.
A Better Packaging Conversation With Customers
When talking with customers about e-commerce packaging, distributors can go beyond price and case quantity. Start by looking at what the customer actually ships.
- Are they regularly putting flexible products into corrugated boxes?
- Are small items shipping with large amounts of void fill?
- Are warehouse employees spending unnecessary time assembling boxes and adding cushioning?
- Is the company actively looking for ways to reduce plastic packaging?
- Has the customer’s sustainability team asked purchasing or operations to evaluate paper-based alternatives?
Those questions can uncover applications where a paper mailer deserves consideration. The goal should not be to replace every box. It should be to find the shipments where a box may be doing more work than necessary.
Storage and Fulfillment Matter, Too
Packaging affects more than the customer opening the shipment at their front door. It affects the warehouse long before that.
Boxes need storage space. Depending on the operation, they also need to be erected, filled, closed, and prepared for shipment. Additional void-fill materials may need their own storage and handling areas. Mailers offer a different format.
For certain fulfillment operations, having a range of right-sized mailers available can provide a simple packaging option for products that do not require a box. That can be particularly valuable for businesses managing a wide variety of SKUs. A customer does not necessarily need one universal package. They may benefit from having several sizes available so employees can select a mailer that more closely matches each order.
Again, it comes back to right-sizing.
Sustainability Works Best When It Is Practical
There is plenty of big language surrounding sustainable packaging. At WCI, we prefer to keep the conversation practical. Sustainable packaging choices still need to work on the production floor, in the warehouse, on the delivery truck, and at the customer’s doorstep.
A package that uses less material but does not adequately protect the product is not a good solution. Neither is a package that creates unnecessary complexity for fulfillment employees. The best packaging decisions balance several needs.
- Protection matters.
- Efficiency matters.
- Cost matters.
- Material use matters.
- And increasingly, customers care about what happens to their packaging after they are finished with it.
Paper mailers can help meet those priorities in the right applications.
An Opportunity for Distributors
For distributors, the growing interest in paper mailers is more than a product trend. It is an opportunity to become a better packaging partner.
Your customers may already be hearing questions about sustainability from consumers, retailers, leadership teams, or corporate sustainability departments. They may also be dealing with rising fulfillment complexity and trying to find ways to eliminate unnecessary packaging. You can help connect those challenges.
Walk through their current packaging process. Look at the products being shipped. Identify applications where oversized boxes or excess void fill are common. Then ask whether a properly sized paper mailer could do the job instead.
Sometimes the best packaging improvement is not adding something new. It is removing what was never needed in the first place.
Built in Wisconsin. Made for the Work Ahead.
Here in Green Bay, we believe good manufacturing starts with doing the basics well: dependable products, consistent quality, hard work, and taking care of the people you do business with. Those values do not change just because the packaging industry does. What changes are the problems our customers need help solving.
Today, more businesses are thinking about right-sizing, reducing unnecessary material, moving toward paper-based packaging, and making sustainability a practical part of everyday operations. Paper mailers give distributors another tool to help customers move in that direction.
Whether your customer is shipping apparel, soft goods, accessories, parts, or another product that may not require a full corrugated box, it could be time to take another look at the package. Less box. Less empty space. A package better matched to the product. Sometimes, making packaging more sustainable really can be that straightforward.
If you have a customer looking for paper-based e-commerce packaging options, talk with the Wisconsin Converting team about our Eco-Shipper®, Eco-Natural®, and Eco-Natural Lite® mailer options. We’ll help you find a size and format that makes sense for the job.
Ready for More Information?
Help your customers get ahead of the rush with WCI eco-friendly and sustainable packaging.
Contact our team today to talk through sizes, custom printing, seasonal needs, and distributor opportunities.
Commitment to Sustainability and Quality
At Wisconsin Converting, Inc., we are committed to providing high-quality, sustainable packaging solutions. Whether you’re looking for eco-friendly options or need robust packaging that holds up under pressure, our diverse product range offers something for everyone.
From Cases to Truckloads – Your Paper Packaging Partner
In the dynamic world of business, where sustainability, efficiency, and user experience intersect, Wisconsin Converting Inc. is your reliable packaging solutions partner. The journey to choosing the perfect paper bag for your business might seem complex, but it’s all about understanding your specific needs and the options available. At WCI, we believe in the power of the right paper bag to not just carry products, but also carry forward your brand’s commitment to quality and the environment. Choose wisely and let your paper packaging speak volumes about your brand! Whether you’re a small eBay seller or a retail giant, WCI has a solution – From Cases To Truckloads – We’ve Got You Covered! Elevate your packaging game and Contact Us today for a free quote!
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