Mondi research shows packaging drives customer loyalty in a digital world

Mondi has released its annual eCommerce trend report 2026 (a whitepaper combining findings of an online survey as well as expert interviews), revealing a shift in online shopping. The report is based on insights from 6,000 consumers across Europe and Türkiye, and it shows that while artificial intelligence (AI) is transforming how consumers buy, packaging is increasingly impacting whether they buy again. It further highlights how rapidly evolving digital behaviour is placing new demands on physical packaging.

Reflecting this year’s theme of innovation at the centre of retail and packaging demands, the report also brings together expert perspectives from across the eCommerce ecosystem. In addition to Mondi’s own innovation expertise, contributions from leading automation machine providers offer insights into how packaging is evolving alongside fulfilment technologies to support efficiency, scalability and sustainability.

Consumers expectations towards eCommerce packaging

Six in ten shoppers now use AI tools during their shopping journey, with more than half willing to let AI make purchasing decisions on their behalf. Despite this digital transformation, packaging remains a critical driver of customer satisfaction, brand perception and even consumer loyalty.

The survey’s findings show that product protection remains a non-negotiable expectation towards eCommerce packaging, with 98% of consumers ranking it as their top priority, while 86% expect packaging to be sustainable. At the same time, two-thirds say packaging directly influences the unboxing experience and encourages repeat purchases, reinforcing its role far beyond a functional requirement. Retailers have a clear opportunity to strengthen customer loyalty through smart packaging choices. The survey shows that more than seven in ten consumers would avoid oversized packaging, underlining the value of right-sized, fit-for-purpose solutions that enhance the customer experience while reducing waste.

AI is fundamentally reshaping how consumers discover and purchase products, but the physical experience still matters as much as ever. 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.

Armand Schoonbrood, COO Mondi Group eCommerce.

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. Our findings suggest that this is not a short-term trend, but a long-term shift in how consumers evaluate online retailers.

Ian Jindal, Chief Editor and Co-Founder at RetailX.

The persistent rise of sustainability expectations towards eCommerce packaging

Sustainability expectations continue to rise, with consumers increasingly recognising improvements such as reduced material use and greater recyclability of the packaging their online order arrives in. With four in ten noticing the top three sustainability efforts of right-sized packaging (41%), more recycled materials (39%) and less packaging overall (37%). At the same time, the findings highlight an opportunity for retailers to further strengthen trust in data-driven packaging approaches.

The report also points to a gap between intention and behaviour, particularly when it comes to recycling, with interesting splits between the generations. This creates an opportunity for retailers and brands to support consumers with clearer communication and more intuitive packaging design, helping to make sustainable choices easier in everyday use. In line with its focus on innovation, the report underscores how collaboration across the value chain - from material suppliers to automation partners - will be key to shaping the future of eCommerce packaging and meeting the growing expectations of both consumers and regulators.

The full report can be downloaded here.