Packaging That Sells, Ships, and Sustains: Betsy Mellow on E-Commerce Innovation and Smarter Design

The Power of Packaging

In this episode of The Power of Packaging, we chat with Betsy Mellow, a retail and e-commerce veteran who has led growth for top brands like Levi’s, Old Navy, and Doll Home. From managing 3,000+ SKUs on Amazon to navigating complex supply chains for large home goods, Betsy brings unmatched insights into the critical role of packaging in today’s retail landscape.

She shares how the shift from in-store to online sales has transformed packaging from a passive necessity into an active part of the customer experience—balancing cost, protection, and storytelling all in one box.

Key Lessons Covered in This Episode:

🔹 From Shelf to Shipment:

This is how Betsy transitioned from traditional retail to e-commerce and what she learned about packaging high-value, heavy, and fragile items along the way.

🔹 Design Starts with the Product:

Why good packaging begins at the product design stage and how brands can ship smarter by thinking about break-down, assembly, and materials early.

🔹 Returns, Damage, and Trust:

What really drives e-commerce returns—and how proactive packaging can reduce breakage, protect margins, and enhance trust.

🔹 Sustainability with Purpose:

How brands are cutting waste and rethinking materials—like molded inserts and recycled paper—to deliver on sustainability without sacrificing performance.

🔹 The Packaging Story:

Why packaging is more than a box—it’s a brand touchpoint that can build emotional connections, deliver key messages, and even win over boardrooms.

🔹 Tariffs & Strategy:

Betsy shares how tariffs are affecting packaging costs and what smart brands can do now to prepare, pivot, and protect their margins.

Key Takeaways:

✅ Packaging is a strategic lever—not just a cost center.

✅ Thoughtful design reduces returns, enhances unboxing, and strengthens brand loyalty.

✅ The best packaging starts at the product design phase, not the warehouse.

✅ Consumers care deeply about sustainability—and are willing to pay for it.

✅ Tariffs are real, but the winners will be those who plan, partner, and adapt.

Listen Now:

Whether you’re a packaging professional, a brand strategist, or a consumer curious about what goes into product packaging, this episode offers eye-opening insights into the future of the industry.

Spotify | Apple Podcasts

Connect with Betsy Mello at linkedin.com/in/betsymello

Share this episode with friends and colleagues who are passionate about innovation in packaging!