For many small businesses, packaging starts as a practical choice. You need something that protects your product, looks presentable and allows for timely delivery.

But as your business grows, packaging becomes less of an afterthought and more of a supply chain decision that affects customer experience, margins, compliance and operations.

That’s why choosing the right packaging supplier matters more than many business owners expect. A good supplier won’t just sell you containers; they’ll help you avoid stock issues, product damage and costly re-orders, and they’ll support the sort of consistency customers notice when you’re trying to build trust at scale.

If you’re reviewing suppliers for the first time, or moving on from a provider that no longer fits your needs, here’s what to look for.

Start with the job your packaging needs to do

Before comparing suppliers, it helps to be clear about what the packaging has to achieve in real-world conditions.

For product-based businesses, packaging isn’t only about appearance. It needs to hold up through storage, handling, transport and everyday use. Depending on what you sell, your packaging may need to:

• Prevent leaks and spills.
• Protect against crushing in transit.
• Maintain freshness and shelf life.
• Work with tamper-evident closures.
• Survive cold storage or warm delivery environments.
• Suit ecommerce fulfilment and courier handling.
• Look consistent across every unit shipped.

If you’re in food and drink, for example, the wrong bottle or lid can lead to complaints, breakages and refunds. In cosmetics and personal care, product presentation and clean dispensing are just as much considerations as durability.

Look for reliable stock, not just a good range

It’s easy to be impressed by a supplier’s product catalogue, but availability is what keeps your business moving.

If stock levels are inconsistent, you can end up with delayed deliveries, disrupted production schedules, or mismatched packaging across batches. Even small changes can create operational problems, from having to redesign labels to reworking packing processes.

When assessing suppliers, ask:

• Do they keep core lines in stock consistently?
• Can they support repeat orders without long lead times?
• Do they offer clear delivery expectations upfront?
• Do they have alternatives if your usual item is unavailable?
• Is stock kept in UK warehousing?

If you’re moving from small orders to commercial volumes, this becomes even more relevant. What worked at 200 units a month might not work at 20,000.

Check packaging quality properly (not just from a product photo)

For bottles, jars, tubs, caps, and dispensers, quality issues rarely show up on day one. They show up after products have been filled, shipped, stored and handled by customers.

Some of the most common problems small businesses run into include:

• Inconsistent sizing that affects labels and sleeves.
• Weak seals that increase leakage risk.
• Closures that don’t fit properly across batches.
• Bottles that dent or distort during transport.
• Material that looks fine in isolation but bring down the overall look of the product when combined with other packaging elements.

A good supplier will offer samples, so you can test packaging in realistic conditions. That means filling, sealing, storing and shipping to check performance once the product has been moved around.

If you’re using PET packaging, for example, it’s worth looking closely at clarity, strength and consistency, particularly if your product will be displayed or handled frequently. Suppliers such as iBottles offer a broad range of bottles and packaging formats (with free samples available), including options like quality PET bottles that suit everyday commercial use across multiple sectors.

Make sure the supplier supports your labelling and branding needs

Many packaging problems are really branding problems in disguise.

A bottle can be perfectly functional but still work against your product if it doesn’t suit your label size, if it’s awkward to apply consistently, or if the finish clashes with your brand’s positioning.

If you’re planning printed labels, check:

• The label panel area and how flat it is.
• How labels behave around curves and seams.
• If the packaging material affects adhesion.
• How much variation there is from batch to batch.
• If your chosen closure affects presentation.

This is especially relevant for subscription businesses and direct-to-consumer brands, where packaging is part of the perceived value. Customers often judge quality before they’ve used the product.

Think about supply chain fit

Packaging choices that look fine on a product shelf can cause issues in a warehouse.

If you’re scaling, you need packaging that works with fulfilment operations, including:

• Pallet stacking and storage.
• Picking and packing speed.
• Weight and shipping costs.
• Protection against damage in courier networks.
• Secondary packaging requirements such as void fill or outer cartons.

For example, the best-looking bottle isn’t always the best option if it is subject to breakages, makes packing slower or forces you into larger shipping boxes.

Businesses in food and drink often need to think about this even earlier. Bottles need to be robust, easy to handle and suitable for repeated ordering without design changes. If that’s your sector, suppliers carrying items such as plastic drink bottles can offer formats designed with those practical requirements in mind.

Check lead times, delivery reliability and customer service

When packaging goes wrong, it tends to go wrong quickly. You might discover an issue mid-production, a delivery might arrive late, or a product line may suddenly be out of stock.

This is where supplier responsiveness becomes part of your risk management.

Look for suppliers that provide:

• Clear lead times and delivery schedules.
• Accessible customer support (not just an automated email system).
• Fast resolution if items are damaged or incorrect.
• Accurate product information and specifications.

A supplier who communicates well can save you hours of operational disruption.

Ask about compliance and intended use (especially in regulated sectors)

If you operate in food, cosmetics, supplements, health or any sector where product safety and consumer standards apply, you’ll already know the compliance matters relevant to your industry. What changes as you grow is how much scrutiny you may face from retail partners, logistics providers, or professional buyers.

Packaging suppliers should be able to support intended use with clear product details, and you should feel confident that packaging choices won’t create avoidable compliance issues later.

Even for businesses outside regulated sectors, it’s still worth confirming packaging suitability for your product type, especially where liquids, oils, alcohol-based products, or temperature changes are involved.

How to choose a packaging supplier with confidence

When comparing suppliers, there are fundamental requirements you should look for:

• Consistent quality across repeat orders.
• Reliable stock and delivery lead times.
• Packaging suited to real fulfilment and shipping conditions.
• Formats that work with your branding and labelling plans.
• Commercial flexibility as you scale.
• Clear product information and responsive support.

Choosing a supplier that can scale order volumes to keep pace with your growth, or changing demands, makes day-to-day operations smoother, reduces waste and gives you one less moving part to worry about as you build momentum.

Read more:
The small business guide to choosing packaging suppliers