Eco-smart
Anna-Karin Karlsson, PostNord‘s Nordic Product Manager, speaks to Post & Parcel about the packaging pilot they are running in Sweden with Vinted.
Could you tell me a little bit about your role at PostNord?
Sure! I’m the Nordic Product Manager at PostNord, specifically focused on our parcel offerings for the C2C and B2C segments in Sweden, Norway, Denmark and Finland. My role involves managing the full product lifecycle, from strategy and innovation to overseeing development and ensuring smooth communication across various stakeholders. I essentially act as the spider in the web, connecting all the different parties affected by our products within the parcel portfolio in the Nordic region.
Can you tell me about PostNord’s partnership with Vinted? How did it start?
It started off when Vinted reached out to us when they planned to launch in Sweden. On our end we were seeing increased volumes, and at the same time we were facing challenges with packaging issues, and lost, unlabelled or damaged parcels, especially from people selling second-hand goods, often using material such as plastic bin bags which are not suitable to send items.
Vinted’s success trialling reusable packaging in other regions encouraged us to test this concept in Sweden, where second-hand sales have exploded.
Who funds the packaging initiative with Vinted?
The pilot is jointly funded, with both PostNord and Vinted contributing. The cost of the packaging is included in the price of delivery for the Vinted customer during the pilot. The idea is to create a sustainable, scalable model that could be expanded to other partners.
Where do customers pick up the packaging for sending items with Vinted?
When someone sells an item on Vinted, they can opt for both a label and packaging. The user then brings a QR code to a PostNord service point, where the staff scans it and provides the necessary materials.
We have a broad network of service points, including partnerships with large grocery stores, where customers can collect their packaging.
How sustainable is the packaging being used for this initiative?
The packaging is made from 50% virgin fibre, and 50% recycled fibre which presents its own challenges. Recycled materials can’t always offer the same quality as new materials, but we’re committed to using as much recycled content as possible. The pilot project allows us to experiment with different packaging options to see which works best, and going forward a new bag will be the tested that has a higher degree of virgin fibre, in favour for the better quality and to even more enable reuse of the bag.
What challenges have you faced in making the packaging both durable and sustainable?
The main challenge is ensuring the packaging is durable enough to withstand the shipping process while using recycled materials. We’ve seen some issues with some of these smaller parcels that Vinted parcels are compared to other parcels, breaking, and we’re continuing to refine the design to improve its strength. Additionally, we’re looking to see if there are ways to track the reuse of the packaging possibly with QR codes to ensure it’s being reused as intended.
How long is the pilot project running, and has there been any feedback so far?
The pilot started in November 2024 and was originally supposed to end in February, but we’ve extended it until June.
Can you provide any information on how successful the pilot has been so far?
The response has been positive, with 23% of Vinted sellers already using the new packaging. While we don’t have precise statistics yet early indicators show it is improving customer experience, reducing claims, and increasing the efficiency of our sorting processes.
It’s easier for our sorting machines to handle the parcels such as readability, which helps streamline operations and improve overall efficiency
We’ve also seen a significant reduction in claims and lost parcels due to the improved packaging. And currently the pilot indicates a decrease of the workload for handling of parcels for which the label has fallen off or parcels that has broken due to bad packaging which in turns gives more satisfied customers and a better quality.
Are there plans to expand this initiative beyond Sweden?
Yes, we’re considering expanding to the other Nordic markets, but we’re also focused on creating a PostNord labelled packaging that’s not just specific to Vinted. Our goal is to create a universal solution that any online marketplace could adopt, which could also be a good alternative for B2C returns where there are similar challenges
How does this initiative align with PostNord’s sustainability goals?
It aligns perfectly with our goal to be fossil-free by 2030. We’re committed to sustainability, and using recycled packaging supports this vision. It also helps us position PostNord as the preferred partner for second-hand sellers who are increasingly conscious about their environmental impact.
What is the typical demographic for Vinted users, and how are they driving this change?
Vinted’s user base is diverse, ranging from young people (15-20 years old) to older adults (up to 40 years old). However, it’s the younger generation, particularly those active on social media, who are leading the change. They’re sharing tips on sustainable packaging and encouraging each other to use more eco-friendly options.
Do you see potential for other collaborations with similar platforms in the future?
Absolutely! We’re looking at other large second-hand platforms, and considering how we could collaborate with them on similar initiatives. The goal is to create a flexible packaging solution that any online seller can use, promoting sustainability across the entire industry.
What lessons have you learned from this project that other postal operators can apply?
Packaging alone is not the only answer to the growing challenges of rising claims, broken or unlabelled parcels, and poor customer experiences. The solution lies in understanding this complex environment, continuously adapting, and effectively communicating with users through the channels they prefer such us Twitter, TikTok and Facebook.
What type of information needs communicating?
For example, when Vinted users choose packaging for their sold items, they might not be aware of how parcels navigate high-speed sorting systems alongside numerous other packages. Therefore, we need to communicate this information more effectively through accurate channels.
What’s next for this project?
We’ll continue monitoring the results of the pilot and refine the packaging design. There’s also a focus on expanding it to other platforms, improving reusability, and ultimately creating a more sustainable solution for the entire second-hand market.
About the author
As the Nordic Product Manager for PostNord’s parcel services, I take care of and develop the offerings for both businesses and private individuals across the region as well as customers with import volumes to the Nordics. With nearly 20 years of experience in maintaining and developing parcel products, I have held various roles within the field. Prior to my current position, I managed parcel services exclusively for Sweden. In my early years, I worked in sales and customer teams, gaining valuable experience in solving customer issues and experimenting with new solutions. In 2018, I expanded my expertise by working with software development at Trimble, focusing on last-mile solutions for drivers. After two years, I was offered to come back to PostNord which I did, inspired by its forefront position in innovations and new features for last-mile parcel deliveries, continually enhancing customer satisfaction and operational efficiency.
