The present invention is a packaging-and-display box: configured of, so as to be capable of transport with the product efficiently packed and protected and at a store, being made easily into a display without cutting work, etc. and displaying the product attractively. Insertion holes (8) are provided on inner flaps (4). On the outer flap (6) that serves as the front surface when displayed, a first folding line (9) and a middle folding line (10) that extend in the width direction are successively disposed toward the leading edge and toward the base, and insert pieces (11) are provided from the first folding line (9) by making incisions. When changing the shape to the display form, the outer flap (6) is opened and folded on the outside of the inner flaps (4) so as to be tucked inward along the first folding line (9) and the middle folding line (10). The insert pieces (11) protruding from the first folding line (9) are inserted into the insertion holes (8) of the inner flaps (4) to maintain the tucked state of the outer flap (6).