Binnenkort online
Binnenkort online

Custom ecommerce packaging for online retailers of home textiles

Ready-to-ship packaging for home textiles and bedding: your pillow, duvet or rolled mattress reaches your customer protected, well-fitted and in your brand style.

  • Custom-made from 500 pieces, stock items from 100
  • Storage in Rijssen, call-off as needed
  • With your logo, in 1 to 98 colours
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Retail & E-commerce packaging

What is ecommerce packaging?

Ecommerce packaging is the packaging in which a product ordered online is sent to the customer. It has to do more than packaging on a shop shelf: it protects the product on its way through parcel hubs and delivery vans, keeps volume and weight low in shipping, shows your brand when the customer unpacks it, and is often also the product packaging your customer keeps.

If you sell to consumers in the EU, two rules also apply. The EU Packaging and Packaging Waste Regulation (PPWR) limits empty space in ecommerce packaging to a maximum of 50 per cent from 2030. And since 27 September 2026, Directive (EU) 2024/825 has prohibited generic environmental claims such as ‘eco-friendly’ towards consumers without proof.

Willems Packaging develops ecommerce packaging for soft and bulky products: pillows, duvets, mattresses and home textiles. For clothing, see our textile packaging.

All about ecommerce packaging
How can we help with your packaging question?

Ecommerce packaging by product group

Each product group has its own shipping requirements. Choose your product to see formats, materials and examples.

Retail & E-commerce packaging | Willems Packaging Rijssen
Pillow packaging
Retail & E-commerce packaging | Willems Packaging Rijssen
Duvet packaging
Retail & E-commerce packaging | Willems Packaging Rijssen
Mattress packaging & covers
Retail & E-commerce packaging | Willems Packaging Rijssen
Textile packaging
Retail & E-commerce packaging | Willems Packaging Rijssen
Carpet & rug packaging
Retail & E-commerce packaging | Willems Packaging Rijssen
Garment cover
View all ecommerce products

Shipping packaging for your online shop: six points

Dimensions
A precise fit instead of void fill: less empty space, less volume in shipping.
Learn more

Materials

Cardboard, paper, LDPE, PP non-woven or cotton – depending on product and shipping method.
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Colours

1 to 98 colours: your brand on the doorstep.
Learn more

Purpose

Shipping, presentation and storage in one pack.
Learn more

Printing

Logo, unboxing message and care instructions printed directly on the packaging.
Learn more

Certifications

FSC, GRS, GOTS and Blue Angel – with the PPWR in mind.
Learn more

Dimensions

A standard box with void fill takes up space in the warehouse, in the van and at the parcel hub. Custom ecommerce packaging follows the product: we develop it around the dimensions, volume and weight of your pillow, duvet or rolled mattress. From 2030, this is also a legal requirement in the EU: under the PPWR, ecommerce packaging may contain no more than 50 per cent empty space, and filling material such as air cushions or paper padding counts as empty space.

Send us a sample or the dimensions of your product. We check which format leaves as little empty space as possible and how the product keeps its shape on the way to your customer.

Materials

We choose the material according to the product, the shipping method and the impression you want to make: cardboard against impact, film against moisture, textile for packaging your customer keeps.

Materials for ecommerce packaging

Material

Properties and use in shipping

Cardboard and corrugated board

impact-resistant and stackable, FSC-certifiable, recyclable with paper waste. For shipping boxes, cardboard mailers and printed boxes.

Paper

FSC-certifiable, recyclable. For bags with handles or a window, also as mono-material.

LDPE

light, water-repellent, transparent and recyclable; also available with recycled content. As an inner cover or mailing bag.

PP non-woven

breathable and water-repellent. As product packaging your customer reuses as a storage bag.

Cotton and canvas

washable and durable, GOTS-certifiable. For a premium unboxing experience.

RPET (recycled non-woven)

made from recycled PET bottles, GRS-certifiable. For bags and covers.

Colours

Ecommerce packaging is available in 1 to 98 colours. We define your brand colours as Pantone references (PMS): the same reference gives the same shade in every production run, in Europe and in Asia. So your packaging looks the same on the tenth order as on the first.

Purpose

Many online retailers combine two layers: product packaging that the customer keeps, and slim shipping packaging. For bulky products, a sturdy printed box can do both. We also make these solutions from our range in your format:

Product and ready-to-ship solution

Product

Ready-to-ship solution

Several pillows

Shipping packaging for multiple pillows

Pillow or duvet

White cardboard box for pillows or duvets

Duvet in your brand style

Recyclable cardboard box for duvet, full-colour print

Rolled mattress

Cardboard trolley for rolled mattress

Flat textiles and accessories

Cardboard shipping bag for online sales/web shops

Any other shape

Custom-made cardboard box

Would you like to include care instructions or a brochure? We add an insert pocket for this.

Printing

Your packaging is often the first physical contact with your brand. We print it with your logo, brand colour, an unboxing message or product information. Before production, you receive a proof for approval.

Certifications

Willems Packaging supplies packaging that meets the requirements of FSC, GRS, GOTS and Blue Angel (Blauer Engel). For your customers and for marketplaces, a verified label counts for more than a promise.

Sustainability labels

Label

Requirement and use

FSC

paper and cardboard from responsibly managed forests. For shipping boxes, boxes and inserts.

GRS

at least 20% recycled material, 50% for the logo on the product. For RPET and recycled fibres.

GOTS

at least 70% organic fibres, 95% for the ‘organic’ label. For cotton and canvas.

Blue Angel (Blauer Engel)

German ecolabel with criteria per product group.

Rules for ecommerce packaging in the EU

Rule

What it means if you sell in the EU

PPWR · Regulation (EU) 2025/40 (since 12 August 2026)

applies to all packaging placed on the EU market, including ecommerce packaging.

PPWR · empty space (from 2030)

a maximum of 50% empty space in ecommerce packaging; filling material counts as empty space.

PPWR · recyclability (from 2030)

packaging must be designed for recycling.

Directive (EU) 2024/825 (since 27 September 2026)

no generic environmental claims such as ‘eco-friendly’ towards consumers without proof.

Recycled, recyclable and reusable solutions are in our sustainable packaging range.

Your packaging supplier since 1987

Since 1987

From Rijssen in the Netherlands, on the German border, we have been developing packaging for home textiles and bedding for more than 35 years. One fixed contact person supports you from the first sketch to delivery.

700 clients

More than 700 companies have chosen Willems Packaging as their packaging supplier, often for many years.

More than 25 countries

Our packaging goes to more than 25 countries. You choose production in Europe or Southeast Asia, depending on lead time and budget.
Retail & E-commerce packaging | Willems Packaging Rijssen
Retail & E-commerce packaging | Willems Packaging Rijssen
Retail & E-commerce packaging | Willems Packaging Rijssen
Retail & E-commerce packaging | Willems Packaging Rijssen
Retail & E-commerce packaging | Willems Packaging Rijssen
Retail & E-commerce packaging | Willems Packaging Rijssen

Your ecommerce packaging in 4 steps

Retail & E-commerce packaging | Willems Packaging Rijssen

1. First contact

First contact

Send us your product or its dimensions, the number of shipments per month, your carrier, and whether you ship yourself or through a fulfilment provider. This tells us what the packaging needs to do.
Retail & E-commerce packaging | Willems Packaging Rijssen

2. Design

Design

We design the format, material, closure and printing, and calculate the unit price. With a sample, you test the fit and the unboxing experience; we recommend a test shipment with your own carrier. Allow from one month for design and sample.
Retail & E-commerce packaging | Willems Packaging Rijssen

3. Production

Production

After your approval, we produce in Europe (4 to 6 weeks, including delivery by lorry) or in Southeast Asia (10 to 14 weeks, including sea freight to Europe). Minimum order quantity: 500 pieces.
Retail & E-commerce packaging | Willems Packaging Rijssen

4. Delivery: store now, call off later

Delivery: store now, call off later

Your sales vary with seasons and promotions. We store your packaging in Rijssen and deliver in partial quantities to your warehouse or fulfilment provider. This way you order a larger run at a better price, without needing your own storage space.

Quick answers to common questions

For pillows and duvets, a cardboard box works well, or a product bag made of PP non-woven, cotton or LDPE inside a slim shipping box. Rolled mattresses ship in a cardboard trolley that fits the roll. What matters is a precise fit, little empty space and a material that keeps out moisture and absorbs impact.

Product packaging wraps and presents the product; the customer often keeps it, for example a pillow bag with a zip. Shipping packaging protects the parcel in transit. For bulky products, a sturdy printed box can do both jobs.

Only with proof. If you sell to consumers in the EU, Directive (EU) 2024/825 has prohibited generic environmental claims such as ‘eco-friendly’ without proof since 27 September 2026. A verified label such as FSC, GRS or GOTS lets you make a specific claim about the material instead.

The EU Packaging and Packaging Waste Regulation (PPWR) has applied since 12 August 2026. If you sell in the EU, two deadlines matter for online retail: from 2030, ecommerce packaging may contain no more than 50 per cent empty space, and packaging must be designed for recycling. Custom-made packaging meets the empty-space rule without filling material.

Yes. We print cardboard boxes and mailers in 1 to 98 colours, and cardboard also in full colour. Before production, you receive a proof.

Custom-made packaging from 500 pieces per order, including printed packaging. Stock packaging from 100 pieces.

  • from stock, delivery within Europe: 1 to 3 working days
  • design and sample: from 1 month
  • production in Europe after approval: 4 to 6 weeks
  • production in Southeast Asia after approval, including sea freight: 10 to 14 weeks

Yes, by arrangement, in our warehouse in Rijssen (the Netherlands). You call off the quantities you need, and we deliver to your warehouse or fulfilment provider.

Shipping boxes and paper with FSC certification, covers made of recycled material with GRS certification, recyclable mono-material packaging and bags your customer reuses. Find out more on our sustainable packaging and mono-material packaging pages.

Yes. Packaging for clothing and textiles is on our textile packaging and garment cover pages.

Yes. From Rijssen (the Netherlands), Willems Packaging supplies customers in more than 25 countries. We deliver by courier, lorry, air or sea freight; for courier shipments, you receive a tracking number.