Mondi report highlights growing impact of packaging on eCommerce loyalty
Mondi has released its 2026 eCommerce trend report, revealing that while artificial intelligence is increasingly shaping online purchasing behaviour, packaging continues to play a decisive role in customer satisfaction and brand loyalty.
The whitepaper combines findings from an online survey involving 6,000 consumers across Europe and Türkiye together with expert contributions from across the eCommerce and packaging sectors. According to the report, rapidly changing digital shopping habits are placing new expectations on physical packaging performance and sustainability.
The research found that 60% of consumers now use AI tools during their online shopping journey, with more than half indicating a willingness to allow AI to make purchasing decisions on their behalf. Despite this growing digitalisation, packaging remains a major factor influencing customer perception and repeat purchasing behaviour.
Product protection was identified as the highest consumer priority, with 98% of respondents considering it essential, while 86% stated that packaging should also be sustainable. In addition, around two-thirds of consumers said packaging directly affects the unboxing experience and influences future purchasing decisions.
The study also highlighted the growing importance of optimised packaging sizes. More than 70% of respondents said they would be less likely to purchase again from a retailer that used oversized packaging, underlining increasing consumer sensitivity toward waste reduction and packaging efficiency.
“AI is fundamentally reshaping how consumers discover and purchase products, but the physical experience still matters as much as ever,” said Armand Schoonbrood, COO Mondi Group eCommerce. “Our research shows that packaging in eCommerce is a strategic driver of customer experience, operational efficiency and sustainability performance. Retailers that align these elements will be best positioned to succeed in an increasingly complex eCommerce environment.”
The report also indicated that sustainability expectations continue to increase across the eCommerce sector. Consumers reported noticing improvements such as reduced material usage, increased recycled content and more right-sized packaging solutions. Among the sustainability initiatives most frequently recognised by consumers were right-sized packaging (41%), the use of recycled materials (39%) and reductions in overall packaging volumes (37%).
According to the findings, generational differences remain visible in recycling behaviour, suggesting additional opportunities for retailers and brands to improve communication and packaging design in order to support easier and more intuitive recycling practices.
The report also emphasised the growing importance of collaboration throughout the eCommerce value chain, including material suppliers, packaging producers and automation technology providers, to meet evolving regulatory requirements and rising consumer expectations.
Ian Jindal, Chief Editor and Co-Founder at RetailX, commented: “This year’s research highlights a clear and sustained shift in eCommerce. While AI is impacting the online customer journey, expectations of the physical delivery experience continue to rise in parallel. Compared with previous years, the role of packaging has strengthened further.”
