It refers to the general package in which you will find the product and not using any external packaging or boxes to ship the product. The design, product information, SKU, product description, and branding are found on the direct packaging.
In traditional physical store shopping, it is often enhanced and made to show off the product to attract the customers but in the e-commerce industry, the packaging is most not shown to the customers and only products are shown. If the package had to be designed differently for shipping purposes, it would be essential to have the look and feel of the design (no matter its shape) match up as closely to in-store packaging as possible.
Direct product packaging can increase your store sales. When a customer searches for a product, reviews also matters, as well as a design that stands out. It is critical for companies to get attention. As the viewers are going through the product images, they are looking for something extraordinary. Good packaging can glue the eyes of the customer by accurately explaining and supporting the product.