Full video: Lumi’s Jesse Genet shares the importance of product packaging at Code Commerce

To you, a cardboard box might look like, well, a cardboard box.

To Jesse Genet, a cardboard box looks like a business opportunity — both for her and for other online retailers.

Genet is the CEO of Lumi, a company that makes and delivers packaging materials for e-commerce companies. She’s a big believer that in the age of online shopping, packaging and the materials used to deliver goods to consumers are more important than they’ve ever been.

“Boxes are taking on a whole new life,” Genet said last week at Recode’s Code Commerce conference in New York City. “Packaging and boxes ... actually become the only physical touch point that most e-commerce brands have with their customer aside from the product itself.”

You can watch Genet’s entire presentation here.

This article originally appeared on Recode.net.

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