What’s Wrong with Today’s Packaging Reseller Companies—and How They Can Improve in 2025?

What’s Wrong with Today’s Packaging Reseller Companies—and How They Can Improve in 2025?

Industry Specific
January 08, 2025•3 min read

What’s Wrong with Today’s Packaging Reseller Companies—and How They Can Improve in 2025?

The packaging industry is evolving quickly, but many packaging reseller companies struggle to keep up. Stagnant sales, razor-thin margins, and a growing reliance on commodity products have left countless resellers wondering why they can’t seem to grow or compete effectively. The truth? The packaging reseller model is broken—and it’s time to change.

What’s Wrong with Today’s Packaging Reseller Companies?

1. Over-reliance on Commodity Packaging

Most packaging resellers focus heavily on selling commodities like corrugated boxes, tape, and bubble wrap. While these products are essential, they are also highly commoditized, leading to relentless price wars. Customers shop around for the cheapest supplier, eroding margins and leaving resellers stuck in a never-ending race to the bottom.

2. Lack of Differentiation

Many resellers fail to stand out in a crowded market. They offer the same products, the same service levels, and the same approach as everyone else. This lack of uniqueness makes building long-term customer loyalty or command premium pricing nearly impossible.

3. No Investment in Specialized Packaging

Specialized, high-margin packaging solutions like custom designs, temperature-controlled packaging, and sustainable options are in high demand. Yet, many resellers lack the expertise, supplier relationships, or courage to venture into this space. As a result, they miss out on lucrative opportunities.

4. Failure to Solve Customer Problems

Resellers often operate as order-takers rather than solution-providers. They react to customer needs instead of proactively identifying pain points and offering innovative solutions. This mindset limits growth and keeps them stuck in transactional relationships.

5. Poor Training and Support for Sales Teams

Many sales teams are ill-equipped to sell anything beyond essential products. They struggle to differentiate themselves and close high-margin deals without proper training in consultative selling or specialized packaging.

Why Are Packaging Resellers Struggling?

  • Market Saturation: The packaging industry is flooded with resellers offering the same products at increasingly lower prices.

  • Customer Expectations: Buyers now demand customized, sustainable, and innovative solutions that many resellers are unprepared to deliver.

  • Technology Gaps: Resellers relying on outdated processes and technologies are falling behind competitors who invest in digital tools and automation.

What Aren’t They Doing That They Should Be?

1. Embracing Specialized Packaging

Resellers need to shift focus to high-margin, value-added packaging solutions that solve specific customer problems. This includes custom designs, eco-friendly options, and niche products tailored to unique industries.

2. Investing in Sales Training (Packaging Industry Specific Sales Training)

Equip sales teams with the tools and knowledge to identify opportunities, position themselves as problem-solvers, and confidently sell specialized solutions.

3. Building Supplier Relationships

Partner with top-tier, specialized packaging manufacturers to offer superior quality and innovative products that competitors can’t match.

4. Proactively Identifying Customer Pain Points

Engage customers in meaningful conversations to uncover hidden challenges and offer tailored solutions—not just products.

5. Leveraging Technology

Adopt modern CRM systems, analytics tools, and digital platforms to streamline operations, enhance customer experience, and gain a competitive edge.

How Can Packaging Resellers Improve in 2025?

The path to success requires a fundamental shift in mindset:

  • Focus on Value, Not Price: Stop competing solely on cost and offer solutions that justify premium pricing.

  • Create a Specialized Packaging Department. This will allow resellers to diversify, attract new customers, and generate higher margins.

  • Commit to Sustainability: Customers increasingly demand eco-friendly packaging. Make it a priority to offer sustainable options that align with market trends.

  • Train, Train, Train: Invest in your team to ensure they can sell consultatively and understand the complexities of specialized packaging.

  • Innovate Continuously: Stay ahead by exploring emerging packaging technologies and solutions that set your business apart.

The Time to Change Is Now

2025 is the year for packaging resellers to step up. By embracing specialized packaging, investing in their teams, and prioritizing value over price, they can break free from the commodity trap and build a thriving, sustainable business.

The question is: Are you ready to adapt and grow, or will you keep struggling to survive?

Packaging Resellers Specialized Packaging Sales Growth Packaging Industry Leadership Sustainability Business Innovation
Over the last 35 years I’ve become the number one trusted liaison for resellers and major brands when it comes to speciality packaging. While I’ll be the first to tell you packaging isn’t “sexy”, it is critically important on every level from manufacturing, distribution, retail, and even the consumer. I’ve spent my career cultivating and personally staffing a global manufacturing network that allows the biggest brands in their respective industries and other resellers improve package quality, reduce lead times, become more efficient and sustainable, and most importantly… Dramatically increase profit margins. Our white glove “Factory to company” approach effectively optimizes your supply chain and delivers the packaging you need whenever and wherever you need it so you can concentrate on more important things that perpetuate your growth. Our fully integrated process has led to us becoming a trusted partner and ally for brands like McCormick, Mars, Kraft, Heinz, Quaker Oats, Roland Mills, Kinder Chocolate, GNC, Redmond Mineral, Old World Spices and Seasonings, and countless others.

David Marinac

Over the last 35 years I’ve become the number one trusted liaison for resellers and major brands when it comes to speciality packaging. While I’ll be the first to tell you packaging isn’t “sexy”, it is critically important on every level from manufacturing, distribution, retail, and even the consumer. I’ve spent my career cultivating and personally staffing a global manufacturing network that allows the biggest brands in their respective industries and other resellers improve package quality, reduce lead times, become more efficient and sustainable, and most importantly… Dramatically increase profit margins. Our white glove “Factory to company” approach effectively optimizes your supply chain and delivers the packaging you need whenever and wherever you need it so you can concentrate on more important things that perpetuate your growth. Our fully integrated process has led to us becoming a trusted partner and ally for brands like McCormick, Mars, Kraft, Heinz, Quaker Oats, Roland Mills, Kinder Chocolate, GNC, Redmond Mineral, Old World Spices and Seasonings, and countless others.

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HRH Princess Francisca Harakawa (Amasu Omawa III)

"In today’s society, there are few scholars whose wisdom transcends age, gender, ethnicity, occupation and status. Sir Jonathan is one such scholar. He has guided me through many challenges over the years and has done the same for many others around the world. He is one of only a handful of people whom I trust and can turn to for guidance, and I am truly grateful to know him as a friend and teacher."

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HIRH Prince Basilio Cali

"As Grand Master of the Sovereign Order of St. John of Jerusalem Knights of Malta, it has been my mission to uphold our knightly tradition of promoting excellence, decency and altruism throughout the world. Sir Jonathan Amaret is one such individual who exemplifies this tradition with his tireless efforts to improve the lives of others through the school of Thought Mechanics and we are pleased with his induction into our order."