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.