With demand for product delivery #sameday in less than 24 hours, among other consumer trends, logistics is an essential pillar of the user experience in e-commerce.

The main brands have the challenge of offering an agile, efficient and sustainable delivery service. For this reason, today logistics is not an operational link in the chain but rather a crucial and strategic component as a marketing differential.

The good user experience is not limited to delivery times and receiving the package in condition, but to the possibility of having multiple shipping and pickup options, real-time tracking as well as the wow effect in the personalization de packaging.

Globally, studies indicate that the average user expects a reasonable delivery of a product within a 3-day period. Depending on the case and the market, the demand becomes more acute.

In the case of Argentina, where the market has advanced maturity, the user already sees receiving products within a period of 24 to 48 hours as a normal trend.

In the latest CACE report regarding Logistics: home delivery remains the main logistics option 53%, at the point of sale 35%, 6% branch or logistics operator.

In that sense, the marketing strategies of marketplaces and online stores focus deeply on satisfying the needs of users, offering diverse delivery options.

Other main axes where logistics influences are the Flexible returns and shipping costs. In these cases is where brands strengthen their relationship with users so that the purchasing experience does not become a sensitive situation and the customer obtains the best response from their services.

El hit del unboxing

According to different analysts, “unboxing” will be one of the prominent resources within influencer marketing strategies that, also on the rise and with notable growth since the times of the pandemic, will explode in the next period.

Los unboxings triumph on practically all video platforms: the hashtag #unboxing no longer accumulates millions, but billion views on TikTok, and some of the youtubers Those dedicated to this genre are already the most popular on the platform.

For its part, in Argentina, according to a Kantar survey, YouTube is the number one video platform in the country: more than 17 million people.

He 87% of viewers in Argentina affirm that YouTube has content that allows them to delve deeper into what they love. Additionally, 60% of YouTube users in Argentina agree that video advertising on YouTube makes them more likely to consider a brand or product and for him 52% helps them decide what to buy.

In much of the video only his hands are seen. They move decisively, accompanied by a voice that glosses each movement, hurried but without letting anyone miss a single detail of what they are doing. Thus, first you open a box, inside which other, smaller ones appear, until you display the complete product and each of its components and accessories, or the manuals if there are any; commenting on each step of unpacking, celebrating, showing signs of astonishment or criticizing what they don't like.

This type of videos, of different lengths, sometimes long, are played by millions on YouTube and have been, for years, a growing trend that, known as “unboxing”, promises to take another leap in 2025.

The most popular are the “unboxings” of toys, but smartphones are very close, all kinds of gadgets as well as fashion and beauty. In the latter cases, it often includes a sample of how they work.

Unboxing, a story

Unboxing began about a decade ago, when children turned away from television and turned to mobile devices for entertainment. That threatened an industry that had depended on television to fuel its growth since Mattel, a global toy icon, pioneered marketing to children in the 1950s with ads during the Mickey Mouse Club.

With tablets replacing televisions in the early years, early unboxing videos gained traction and in 2013 videos of children opening Lego and Furby dolls flourished on the platform.

For Tom Cheesewright, one of the UK's leading technology commentators and consultants, the success of unboxing is related to the strange pleasure people get from seeing new products being opened. "It's as if you were there. You see the object unwrapped before anyone else," he told the BBC.

But also in a large number of cases it is used by users as a way to better approach a possible purchase.

According to Google data, 62% of people who watch these videos are looking for a specific product.

shipnow y el unboxing

"Unboxing became more sophisticated over time and became more challenging and comprehensive. It is no longer just about praising or criticizing the product itself, but influencers place the entire experience with the product and the brand under their scrutiny in each unboxing."“, they warn from shipnow, an ecosystem of logistics solutions with a technological base and projection throughout the region.

"They check, among other things, if the delivery deadlines have been met and if the box is in good condition; in fact, sometimes they incorporate, as the background of the video, a short film of how they were able to follow, in real time, the trajectory of the product until its arrival in the hands of the buyer.r”, they add.

Brands must take care of several elements, several of which are the result of having logistics that work properly.

At shipnow they also remember that unboxing is “unpacking”, therefore the package is the heart of unboxing, for which they propose solutions where the package is practical, but without killing the emotion of the “revelation moment”.

“We start from the basis that the package is the first thing you see, it is a moment related to the joy caused by its arrival, we can accompany those sensations by using the box, for example, to leave a nice message; It can be a handwritten letter from a brand representative, at the same time we add a URL so that, if you wish, you can leave us a message or tell us about your experience.“, emphasize the shipnow specialists.

It also tells us about the need for the package to be sustainable and ecologically responsible, an element that has increasingly become key when it comes to having a successful unboxing experience.

“Using recyclable packaging materials, or whose use helps a community or environmental or social cause, is something highly appreciated in this type of strategy.s”, precisen.

Shipnow solutions for logistics are characterized, in particular, by keeping the recipient informed at all times about the progress of the shipment, as if it were a kind of countdown to the long-awaited moment of interacting with the product so that when opening it results in an experience that cannot be compared with any other brand and especially with your competition," they reinforce.

The emotional factor when receiving shipments

Specialists say that there is a whole psychology behind the unboxing phenomenon, which is based on the fact that our brain loves surprises.

When unpacking a product, the region called “Accumbens”, linked to the pleasure center of the brain, is activated when we experience an unexpected situation. Furthermore, numerous studies confirm that what happens around a surprise event remains in memory longer.

Empathy consists of embracing the emotion of another as if it were our own, so if the person we are seeing feels joy, our brain activates the so-called “mirror neurons” so that we receive positive reinforcement.

A survey conducted by The Influencer Marketing Hub (in partnership with Viral Nation and NeoReach) emphasizes how influencer marketing can be hugely lucrative for brands that engage with it. Most businesses see positive results from influencer marketing, with only the bottom 25% generating no revenue at all.

From a marketing point of view, it serves as a source of information to see what customers think about our product or brand.

The opinions of YouTubers, especially those with a large number of followers, can become a very powerful tool. They can recommend the product and talk about its benefits, which will spark interest among their most loyal followers.

“We have to offer a memorable experience, that is practical and that is supported by a logistics strategy that, in addition to being consistent and robust, adds value to the experience to the point that it attracts the attention of the influencer and, through him, the customer,” concluded Daniela Verduci -Head of Sales & Marketing at shipnow.