Custom Inserts for Ecommerce That Build Loyalty and Lower Costs

Why Ecommerce Inserts Matter More Than Most Brands Realize

Most ecommerce founders think about inserts as a finishing touch, the kind of add-on you handle once the real work is done. Yet inserts often shape the first impression a customer has when they open your package. They can reinforce your brand, explain product usage, prevent damage, and encourage repeat purchases. When used well, inserts become a quiet engine for loyalty and retention. When used poorly, they slow down fulfillment, raise costs, and frustrate customers.

As brands grow, inserts move from clever ideas to operational decisions. This shift often catches founders by surprise, because inserts are not just pieces of paper or molded materials. They are part of a workflow that has to scale. Holly Woods highlighted the importance of operational consistency when she described how packaging affects speed across the warehouse. She said, "Sometimes thousands of units come in late. When their products come in, we need to turn them around same day or next day." Inserts that slow down scanning, sorting, or packing will not survive that pressure.

What Customers Expect When They See an Insert

Customers do not always read inserts word for word, but they notice whether an insert makes the experience clearer, easier, or more enjoyable. Many brands rely on inserts to teach customers how to use a product, offer discounts on their next purchase, or create a sense of personality and care. These small touches can dramatically affect customer satisfaction. A thoughtful insert can make your brand feel human in a way automated emails never can.

Founders often treat inserts like flair, but they perform real work. Inserts can limit returns by reducing user confusion. They can increase lifetime value by encouraging customers to register products or join loyalty programs. They can prevent damage by stabilizing items inside the box. Connor Perkins underscored the financial side of accuracy and presentation when he said, "You can lose a lot of money in this industry by having people ship stuff wrong or store it wrong." Inserts designed poorly often create those exact problems.

How Inserts Affect Fulfillment Speed and Accuracy

Inserts live at the intersection of branding and operations. A growing ecommerce brand must balance creativity with workflow discipline. Inserts that require hand sorting, special handling, or fragile placement can slow down pick and pack performance. Inserts designed without regard for scanning surfaces or packaging consistency can increase error rates.

This is why a tech enabled 3PL matters. G10 uses 100 percent scan based processing across the warehouse, which means every insert, every component, and every step is tracked. Bryan Wright described how this system was built. "We have better visibility to transactions; we are constantly upgrading technology and making it faster. We have an ability to configure our system to the customer very quickly," he said. Inserts must fit into this environment without adding unnecessary complications.

Custom Inserts for Omnichannel Selling

Ecommerce brands rarely stay in one channel. Once they begin to scale, they move from direct-to-consumer into marketplaces like Amazon and eventually into big box retail. Each channel has different requirements for packaging and labeling. Inserts must be compatible across those flows or risk causing delays, rework, or chargebacks.

Joel Malmquist explained just how strict retailers can be. "Walmart's pretty intense with their labeling rules. Dick's Sporting Goods is the same; if you don't do it right, you get those massive chargebacks." Inserts that block barcodes, shift weight distribution, or interfere with carton integrity can trigger these penalties. Good inserts - predictable, scannable, structurally stable - keep your products compliant no matter where they go.

The Hidden Cost Benefits of a Well Designed Insert

Many founders view inserts as an added cost. Yet smart inserts often lower total fulfillment costs. A stable insert that prevents internal movement reduces damage rates and return volume. A QR-coded insert that answers common questions cuts customer service tickets. A retailer compliant insert prevents chargebacks and routing errors. Over time, these savings compound.

Matt Bradbury noted that brands at scale look closely at operational efficiency. He said, "They want to know that you're scrappy... the health of our business. They really look for that mirrored relationship and how we communicate." Inserts that reduce friction for customers and warehouse teams build exactly that confidence.

Inserts as a Tool for Long Term Customer Growth

The most effective inserts do more than protect and inform. They help tell the story of the brand. This is true for early-stage companies and even more true for private label brands that rely on unboxing to create emotional connection. Inserts allow founders to speak directly to buyers at the moment when attention is highest: the moment the product is in their hands.

G10's leadership understands how pivotal those moments can be. Mark Becker spoke to the long-term mindset behind building operational systems that support brand experiences. "If I really narrowed it down, it's the building," he said. Inserts are one of the easiest ways for brands to reinforce that sense of building something meaningful with their customers.

How G10 Supports Custom Inserts Without Slowing You Down

Many 3PLs struggle to integrate inserts into their workflows because their warehouse systems were built for simple pick-and-pack. G10 takes a different approach. The warehouse management system, originally developed by COO Bryan Wright, allows rapid configuration of insert rules. That means inserts can be added to certain SKUs, certain order types, or certain customer segments without creating manual exceptions.

Maureen Milligan described this flexibility. "From the inception of our warehouse management system, we've always had to deal with these vendor customer requirements... we built the WMS system with that flexibility." This ability to handle complexity without slowing down ensures inserts become an asset, not an operational burden.

Turning Inserts Into Advantage

Custom inserts are one of the most overlooked growth levers in ecommerce. They can build loyalty, reduce operational risk, improve compliance, and strengthen your customer relationship with a single sheet of paper or molded component. When inserts work well, they create value in multiple directions at once. When they do not, they drain time and money.

Joel summarized G10's philosophy in a way that applies perfectly to inserts. "We're going to help you through some challenging situations when your supply chain didn't work the way you thought it would." If inserts feel like a hassle today, it may be because your 3PL is not equipped to support them at scale. With the right partner, inserts become one of the most effective tools in your ecommerce strategy.