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For many companies (packaging material suppliers, packaging manufacturers, finished product manufacturers, logistics service providers, e-retailers, and so on) whose activity is directly or indirectly related to the packaging sector, e-commerce appears to be a powerful vector for growth, innovation, and competitiveness. The online share of purchased consumer goods is constantly increasing, and the number of packages to be shipped has been growing exponentially over the last few years. Facing this unprecedented phenomenon, what about the traditional levels of packaging (primary, secondary, and tertiary) and their logistical and marketing functions? Shouldn’t we develop a new approach for designing shipping packaging in order to enrich the customer experience? With the help of a specific theoretical framework and an exploratory empirical study, this article presents the first answers to these topical questions.