Background: In this thesis, the authors argue that a part of the online shopping experience is the parcel packaging. The packaging is the first sensory input the customer receive after ordering online and may influence customer thoughts and feelings. This perception of the packaging is developed through for example, colours, graphics, and material. 

Purpose: The purpose of this study is to investigate the importance of parcel packaging in online apparel shopping. Furthermore, packaging elements were investigated to discover the impact on the shopping experience. 

Method: The method used is of qualitative characteristic, in order to get a deeper understanding of consumer perceptions and feelings towards the parcel packaging. Hence, focus group interviews, with a total of 26 participants, were held to answer the research questions. 

Conclusion: The results from this research concludes that packaging has a minor influence on the shopping experience. Furthermore, differences between more expensive and cheaper brands were identified. However, the quality perception of the ordered products is not impacted by the parcel packaging.