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Gaining customer trust in an online store is no easy task. And even less so when working in a sector as specific and functional as packaging. However, Cajadecarton.es has proven that, with perseverance, attention to detail, and the right tools, it is possible to turn a necessary—albeit unglamorous—product into a reliable shopping experience that is valued by customers.
At LogiCommerce Connect, Àngel Travieso, CEO of Cajadecarton.es, shared his journey from the beginnings of the online channel to becoming a trusted leader in his sector. A story that began in 2011 with a clear goal: to deliver on promises and do it well.
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"Caja de Cartón as a brand was created around 12-14 years ago, in 2011-2012. We started out with Màrius, CEO and founder of LogiCommerce, and from day one we have been customers of LogiCommerce as a platform and Trilogi as an agency," recalled Àngel. Their leap into the online world came at a time when eCommerce was very different from today, but from the outset they focused on essential elements such as the integration of reviews with Trust Shop.
The project has evolved constantly, including a complete redesign of the website and the incorporation of new partners, such as VisibilidadOn, with a young team leading the marketing. “We are a company that is somewhere between B2B and B2C,” he explained, highlighting its versatility in reaching multiple types of customers.
“Trust is everything,” said Ángel. “It’s built from the smallest detail on your site to how you respond to a phone call or message. Do it right, and you build trust—do it wrong, and you create rejection.”
One of the pillars for building this trust has been the use of certified reviews from Trust Shop: “There's nothing better than your customers giving their opinion about you […] it's very important that people know that this is managed by an external certified company.”
They respond to absolutely all reviews, both good and bad, and have learned that even a well-managed incident can generate more trust than five five-star reviews.
Reviews not only serve to build trust, they are also a source of continuous learning. From specific details such as adjusting the straps on packages to improvements in the overall customer experience, the entire team is committed to maintaining quality.
“We're not looking for quantity, we're looking for quality. And we want that quality to translate into loyal, repeat customers,” explained Àngel. The new version of their online store reflects this commitment.
Àngel is clear that, beyond the brand, you have to think about what the consumer wants: “I always put myself in the user's shoes when I go shopping. What do I want to find?” From offering payment methods such as PayPal to having a clean and clear design, the experience must be user-centered.
In his sector, this means ensuring stock, customizing products, meeting delivery times, and guaranteeing that what is promised is exactly what is delivered. All this in a context where quality and service are even more important than price.
Trust Shop highlighted Cajadecarton as a success story precisely because of its ability to generate natural interactions with customers. “Work hard to get them to give them to you,” explained Àngel.
It's not about forcing or rewarding—something that is not allowed under European regulations—but about offering excellent service so that the reviews come naturally.
Àngel's final piece of advice was straightforward: “Invest what you have to invest, be patient, surround yourself with the best.” For him, having solutions such as LogiCommerce, Trusted Shop, VisibilidadOn, or specialized partners is key to establishing yourself. “If you have a good website, good SEO, a good product… the rest will follow.”
And although his product “goes to waste”—referring to the fact that his boxes are used to package other products—the value it brings to his customers is enormous. Because if those boxes protect what others sell, the least that is expected is that they arrive safely and on time. And that, in the world of eCommerce, is pure gold.
Complete video of the session:
