Flat Pouches (Sachets) vs. Stand Up Pouches – Which Works Better for Your Product?

Two Packaging Heroes, One Big Question – Which Packaging Works Best for E-Commerce and Retail?

When it comes to flexible packaging, two types of pouches tend to dominate the market – flat pouches and stand up pouches. Both are practical, lightweight, and great for protecting your product. But when you’re launching your brand or updating your packaging line, the question often pops up: Which one should I choose?

In today’s fast-moving world of e-commerce and retail, packaging does more than simply keep your product fresh. It tells your story. It shapes how your customers experience your brand – from the moment they open the delivery box to the second they share a photo online.

In this article, we’ll explore the key differences between flat pouches (sachets) and stand up pouches, looking at their structure, cost, sustainability, and performance in both retail and online shops.

What Are Flat Pouches (Sachets) and Stand-Up Pouches?

Before we dive into comparisons, let’s quickly define both packaging types.

Flat Pouches (Sachets)

Flat pouches (also called sachets, 2-side seal or 3-side seal bags) are simple, space-saving pouches made of one continuous film, sealed on the sides. They don’t have a bottom gusset, so they lie flat rather than standing upright. This makes them perfect for sample packs, single portions, or lightweight items like powders, snacks, or supplements.

They’re also a favourite in e-commerce – thin, flexible, and easy to ship and store (without taking up unnecessary space).

At JAMO, our flat pouches come in multiple materials – from kraft paper to aluminium and recyclable films – with full custom print available from just 500 pcs.

Stand Up Pouches

Stand up pouches, as the name suggests, have a gusseted bottom that allows them to stand upright on shelves. They’re the go-to choice for products that need to catch attention in retail stores – like coffee, tea, dried fruits, granola, or pet food.

Thanks to their self-standing design, they’re both functional and eye-catching, giving your product a strong presence both online and on the shelf. Their upright shape displays the full front panel, providing maximum visibility for your branding, logo, and product details.
Stand-up pouches usually come with resealable zip lock closures and optional valves for coffee, combining a premium look with everyday practicality.

At JAMO, stand up pouches are among our bestsellers – offering flexibility, durability, and a professional retail-ready look that elevates any brand.

Design and Visual Appeal: The Shelf Effect

When it comes to design, your pouch isn’t just packaging – it’s a mini billboard for your brand. The way it looks and stands (or lies flat) can completely change how your product is perceived.

Flat pouches have a minimalist, clean look that works beautifully for premium single-serve products, samples, or subscription kits. They’re slim, neat, and easy to stack – great for modern, minimalistic brands that value simplicity. Flat bags also photograph well for online shops and social media – especially when paired with clean label design and bold colours.

Stand-up pouches, on the other hand, deliver what we call the Shelf Effect. Their gusseted base allows them to stand upright and face the customer head-on, showing your design and product information clearly and attractively. In physical stores, this front-facing position gives your brand maximum visibility, making stand-up pouches perfect for retail displays and market shelves.

Functionality and Storage: Space vs. Stability

Both flat and stand-up pouches are champions of functionality – but they serve slightly different purposes.

Flat pouches (sachets) are designed for efficiency.

Because they contain no gusset, they use less material and take up less space, both in storage and during shipping. This makes them ideal for online sellers, where lightweight, compact packaging helps reduce delivery costs. They also fit well inside boxes or mailers, so they’re often used as inner packs or refill bags.

Stand up pouches, in contrast, prioritise stability and usability.

Their structure lets them sit upright on flat surfaces, making them easy to open, use and reseal. Add a zip lock, spout, or valve, and you have a packaging solution that’s practical for both storage and display. They’re particularly popular for dry foods, coffee, supplements and cosmetics – products that customers use multiple times and want to keep fresh between uses.

In short, your choice depends on your priorities.

If you need compact, lightweight and low-cost packaging, go for flat pouches - they’re ideal for shipping, samples or refill packs where efficiency matters most.

If your product benefits from visibility, convenience and a reusable design, stand-up pouches are the smarter pick. They give your brand more presence and make your product stand out both in-store and online.

Sustainability and Material Options

Whether you choose flat pouches or stand-up pouches, both can be made with sustainability in mind. At JAMO, we offer each type in a range of eco-friendly materials – from recyclable films and kraft paper to fully biodegradable and compostable laminates.

For eco-conscious brands, flat pouches are a smart choice when it comes to reducing material use and shipping impact. Their simple structure means less film is needed per unit, and their compact form helps minimise storage and transport volume – making them one of the most resource-efficient flexible packaging options available.

Stand-up pouches, on the other hand, stand out for their practicality and customer experience. Their upright shape makes them easier to handle, open and reseal - especially when fitted with a zip lock or spout. They also help improve product presentation and usability, which often encourages customers to store and use the product longer – an indirect but valuable contribution to sustainability.

Both pouch types can be fitted with zip locks, tear notches, valves and spouts, and are available in the same eco-friendly material combinations depending on your product’s needs.

Cost and Printing Considerations

Budget and branding often go hand in hand, and here’s where understanding your options really pays off.

Flat pouches are generally the most cost-effective solution.

Their simpler structure means lower production and shipping costs, making them ideal for sample ranges, refill packs or start-ups looking to minimise initial spend.

Stand-up pouches usually come with a slightly higher unit price but they offer a more premium, retail-ready look that can justify a higher product margin. For many growing brands, the investment in better visibility pays off quickly in customer perception and shelf appeal.

When it comes to printing, JAMO offers two flexible options:

• Post-Production Printing – ideal for fast, low-quantity projects (from just 100 pcs). Printed on ready-made stock pouches, available in as little as 7 days.
• Pre-Production Printing – perfect for fully custom designs, starting from 500 pcs, with edge-to-edge print and a lead time of only 3–5 weeks.

Both options are available for flat and stand-up pouches, so whether you’re testing a new product or launching a full line, you can count on JAMO’s fast turnaround, low MOQ and consistent print quality.

Which One Works Best for E-Commerce?

The rise of online shopping has completely changed how brands think about packaging. When your product is shipped rather than displayed on a shelf, you need packaging that’s lightweight, durable and compact – while still delivering that “wow” moment when the customer opens it.

That’s where flat pouches shine.

Their slim design makes them perfect for e-commerce shipping – they take up less space, cost less to post and arrive neatly in letterboxes or parcel boxes. They’re ideal for samples, refills, or subscription products where practicality and cost-efficiency matter most.

But that doesn’t mean stand-up pouches are only for retail.

Many online brands use them to give their products a more premium and established look. Their upright shape photographs beautifully, adds structure to product listings, and makes the unboxing experience feel more intentional and branded.

In short – if you’re running an online-only brand, flat pouches are your efficient workhorse.
If you sell both online and in stores – or want your product to look retail-ready even when shipped – stand-up pouches are your best ally.

Both flat and stand-up pouches have their place in modern packaging.

Choosing between them isn’t about which one is “better” – it’s about which one fits your product, logistics and customer experience best.

At JAMO Solutions, we believe the right packaging should work for you, not the other way around. Whether you need sachets (flat pouches) for efficient online fulfilment or stand-up pouches that stand out in retail, we’ve got you covered – in every size, finish and material.

Ready to choose your perfect pouch? Contact our team today (info@jamosolutions.co.uk) or request a free sample to see the quality for yourself.