RETHINK OUTSIDE THE BOX WITH THE EFI X5 NOZOMI

The shipping box has long been treated as a purely operational element. It was designed to protect products in transit and move efficiently through warehouses and fulfilment networks. These non-descript brown boxes are a familiar sight on porches and doorsteps the world over. But in today’s booming and increasingly competitive e-commerce landscape, that perception is changing.

Shipping boxes now sit at the intersection of logistics, sustainability and brand experience. Fulfilment operations are becoming more complex and consumer expectations continue to rise. As a result, packaging must work harder than ever before to drive connection and loyalty between customer and product.

This shift is driving growing interest in digital-packaging solutions that can help brands achieve this higher level of engagement. The Packsize EFI X5 Nozomi system brings together on-demand box manufacturing and full-colour digital printing in a single workflow. By printing, cutting, creasing, folding, gluing and erecting boxes inline, the system enables businesses to produce customised corrugated boxes in as little as six seconds. Demand for – and adoption of – this technology signals a broader change in how packaging is produced and used within modern fulfilment operations.

One major e-commerce retailer participated as the beta customer for the X5 Nozomi system. The retailer provided a clear example of how this technology is already reshaping operations. The customer’s operation represents a high-volume e-commerce environment where speed, efficiency and customer experience are all critical. In this facility, the X5 Nozomi produces shipping cartons that are dynamically created to match the exact contents of each order. 
This concept of ‘right-sized’ packaging is often misunderstood. It does not simply mean selecting from a range of standard box sizes. Instead, the carton itself is manufactured to the precise dimensions required for the items inside.

The result is a highly automated packaging workflow that significantly reduces manual intervention. Previously, workers needed to locate appropriate box sizes, assemble cartons and apply labels or branded messaging as separate steps. The X5 Nozomi produces, prints and forms boxes inline. This meant that the retailer was able to remove more than half of the manual touches required for each order. At the same time, 
the system allowed the retailer to print personalised messages and branded graphics directly onto the shipping box. In this way, what was once a generic brown carton was transformed into a more engaging brand experience for the customer. It also added revenue stream with on-box advertisements.

“Sustainability remains a key driver of innovation in packaging production”

One of the most noticeable changes happening in e-commerce fulfilment today is the rise of reduced case packs and mixed stock-keeping unit (SKU) orders. Brands increasingly want to ship smaller quantities of products or combinations of different items to retailers and consumers. This allows them to respond more quickly to demand, reduce inventory risk and adapt to fast-moving consumer trends.

Reduced case packs can benefit brands and retailers, and make sense from a consumer value perspective. However, they can also create operational challenges within warehouses and fulfilment centres. In many facilities today, accommodating mixed SKUs or variable order sizes requires significant manual intervention. Workers are tasked with selecting and assembling appropriate box sizes, as well as applying labels and branded elements by hand. Across thousands of orders per day, these labour-intensive jobs add up, resulting in inefficiencies and bottlenecks. 

Automated, on-demand packaging systems are designed to address this challenge. By integrating box creation, printing and assembly into one continuous process, they enable fulfilment centres to produce the right box size for each order automatically. Concurrently, simultaneous automation of the application of graphics, branding or other variable information. This approach removes manual steps from the packaging workflow while maintaining the flexibility required to support modern e-commerce order profiles.

“Digital printing offers an ideal solution”

It is not just reduced case packs reshaping packaging strategy, it is the growing adoption of shipping programmes, such as Ships in Product Packaging (SIPP). These programmes encourage brands to ship products in their own packaging without placing them inside an additional shipping box. The goal is to reduce materials and eliminate unnecessary packaging. This aim also serves as an opportunity to streamline logistics.

While this offers clear sustainability and operational benefits, it also presents a dilemma. On the one hand, companies want to participate in programmes such as SIPP to reduce waste and meet retailer requirements. On the other, they still want to maintain a strong brand presence and ensure their packaging delivers a positive consumer experience.

Digital printing offers an ideal solution. Instead of relying on pre-printed corrugated boxes produced in large volumes, brands can print high-quality graphics directly onto shipping boxes on demand. This allows them to include branding, promotional messages, QR codes or campaign-specific designs. In the meantime, operational requirement of programmes such as SIPP can still be met. 

In effect, the shipping box becomes both a protective container and a communication channel. For brands competing in crowded e-commerce markets, this added layer of engagement can play a meaningful role in customer experience that surprises and delights.

“The X5 Nozomi produces, prints and forms boxes inline”

The need for flexible packaging is especially evident in the cosmetics, personal care and wellness spaces. Many of these brands are navigating fast-moving, trend-driven markets heavily influenced by social media. Product launches happen fast, packaging designs change frequently and SKU counts grow quickly as brands expand their product offerings.

For fulfilment providers and third-party logistics companies (3PLs) serving these brands, maintaining large inventories of pre-printed boxes for every SKU is often impractical. Again, digital is the solution. 

Artwork can be updated instantly without the need for plates or long set-up times. Consequently, boxes can be produced with the appropriate branding and graphics exactly when they are needed. This allows fulfilment partners to support rapidly evolving product lines without the need to carry excess packaging inventory. Additionally, it reduces the risk of obsolete packaging when product designs or marketing campaigns change.

Sustainability remains a key driver of innovation in packaging production. Traditional corrugated packaging processes often require businesses to produce and store large quantities of pre-printed boxes. This can lead to waste when packaging becomes outdated or unused.

On-demand packaging models take a different approach – producing boxes only when orders are received. This allows companies to eliminate excess inventory, while reducing the environmental impact associated with overproduction. Right-sized packaging also helps to minimise the use of filler materials and reduce shipping volume.

According to data from EFI and Packsize, customers using the X5 Nozomi system have reported measurable improvements in operational efficiency and resource use. These include reductions in corrugated material usage, filler costs and energy consumption. These benefits are very closely aligned with the sustainability goals many brands and retailers are now prioritising across their supply chains.

The growing recognition that packaging can do more than simply protect products during shipping is a significant change in itself. With digital-production technologies, the shipping boxes of today are able to support personalisation and provide on-box advertising opportunities. For brands looking to stand out in competitive e-commerce markets, this capability transforms packaging from a cost centre into a revenue driver.

As fulfilment operations continue to evolve, technologies that combine automation, digital printing and right-sized packaging are helping to redefine the role of the shipping box. Instead of being an afterthought, packaging is becoming a strategic part of the supply chain and one that connects operational efficiency with an enhanced brand experience.