Mondi research addresses role of packaging in digital world

Mondi, a global supplier of sustainable packaging and paper, has released its annual e-commerce trend report 2026. This white paper combines findings of an online survey, as well as expert interviews, and reveals a shift in online shopping. The report is based on insights from 6,000 consumers across Europe and Turkey.

The report 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 behavior is placing new demands on physical packaging.

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

Consumer expectations towards e-commerce packaging

Six in 10 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 toward e-commerce 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 10 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,” says Armand Schoonbrood, COO Mondi Group e-commerce. “Our research shows that packaging in e-commerce 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 e-commerce environment.”

Ian Jindal, chief editor and co-founder, RetailX, adds, “This year’s research highlights a clear and sustained shift in e-commerce. 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.”

The persistent rise of sustainability expectations

Sustainability expectations continue to rise, with consumers increasingly recognizing improvements such as reduced material use and greater recyclability of the packaging their online order arrives in. With four in 10 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 behavior, 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 e-commerce packaging and meeting the growing expectations of both consumers and regulators.

In summary

• 98% of consumers prioritize product protection, while 86% expect packaging to be sustainable, making performance and sustainability the evergreen baseline.

• 72% of shoppers would avoid buying again based on oversized packaging, highlighting the critical role of optimised sizing in customer retention.

• 60% of consumers use AI tools when shopping online, yet 67% say packaging influences repeat purchase, reinforcing the importance of the physical experience.