And by increasing what is known as

And by increasing what is known as “the filling rate” in containers etc (in other words, reducing the amount of wasted space), the cost of transporting each item goes down. One
good example of this is HOTT kettle. Making better use of the available
space by stacking some of the kettles upside down makes it possible to fit ten
kettles into a box instead of just six. As a result, less packaging materials are
needed and distribution costs are kept lower.