How Do Packaging Strategies Differ for Toss, Kurly, and 29CM Store Entry?

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Do you know why entry screening and consumer response can differ depending on the platform, even for the same product? Packaging is more than simple wrapping—it is an important tool for conveying brand experience and product value.

Without a packaging strategy that reflects each platform’s characteristics, your product may fail the entry review or may not fully improve customer satisfaction.

Today, let’s take a look at the packaging strategies to consider when entering Toss, Kurly, and 29CM.

🛒Toss Shopping entry packaging strategy - practical and true to the basics

Source @Toss Shopping

Toss Shopping is a platform that values reasonable pricing and practicality. Because of this, brands entering the platform need an approach that maintains essential functionality while minimizing unnecessary finishing or decoration.

The strategy should keep the basic structure and materials reliable so customers can receive products safely, while reducing cost burden and applying a clean design. ✅In other words, “affordable but trustworthy packaging” should be the packaging strategy for brands entering Toss Shopping.

Source @Toss Shopping

🛒Kurly entry packaging strategy - focused on eco-friendliness and hygiene

Source @Kurly

Because Kurly handles fresh foods and premium products, one of the brand values it pursues is eco-friendly packaging that reduces waste generated during logistics. In fact, since 2019, through the All Parper Challenge project, it has switched all delivery packaging materials to paper, expecting to reduce annual plastic bag usage by about 831 tons and Styrofoam usage by about 4,000 tons. Then, starting in 2021, it went one step further from paper packaging and independently developed the Kurly Purple Box, a packaging material designed for repeated use.

If you want to enter Kurly, reflect these values by using paper, recyclable containers, and hygienic materials for product-level packaging, and apply a simple yet clean design so consumers can feel freshness and trust through the package. ✅In other words, Kurly brands need to design packaging that is both eco-friendly and hygienic, naturally connecting the platform’s values with the brand experience.

🛒29CM entry packaging strategy - turning the unboxing experience into brand value

Source @29CM

29CM maintains high entry standards, focusing on brands with sensory, trendy design and strong storytelling, so brands accepted on 29CM benefit from the perception that they are trendy brands as well.

To enter 29CM, packaging also needs to use reusable materials and a sensorial, trendy design, with a story built in so that customers can intuitively feel the brand’s identity and value from the moment they open the product. ✅In other words, the strategy should go beyond simply shipping the product safely and turn the unboxing experience itself into part of the brand experience.

Source @29CM

✔️ Summary of key packaging strategies by platform

Toss Shopping: Focus on the basic structure and materials with price and practicality in mind; reduce cost burden
Kurly: Align product-level packaging with the brand’s values by emphasizing eco-friendliness and hygiene
29CM: Deliver brand identity and storytelling together, centered on trendiness and the unboxing experience

Packaging designed to reflect each platform’s demands and consumer expectations can have a positive impact on both entry screening and customer experience. If you’re considering packaging for marketplace entry, check out Packative’s website to see our diverse production experience.🛒

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