Mondi has released its 2026 eCommerce trend report, showing that while AI is changing how consumers shop online, packaging remains a decisive factor in customer satisfaction, brand trust and repeat purchases.

The report is based on insights from 6,000 consumers across Europe and Türkiye, combined with expert interviews from the eCommerce and packaging ecosystem.

AI Is Reshaping Online Shopping

According to Mondi, six in ten shoppers now use AI tools during their shopping journey.

More than half are also willing to let AI make purchasing decisions on their behalf.

This shows how quickly digital buying behaviour is changing. However, Mondi’s research suggests that the physical delivery experience remains just as important after the online purchase is made.

Product Protection Remains the Top Priority

The strongest consumer expectation is still protection.

Mondi found that 98% of consumers rank product protection as their top eCommerce packaging priority.

This confirms that sustainable packaging cannot come at the expense of damage prevention. If products arrive damaged, the environmental and commercial cost increases through returns, replacements and customer dissatisfaction.

Sustainability Expectations Keep Rising

The report also found that 86% of consumers expect eCommerce packaging to be sustainable.

Consumers are increasingly noticing improvements such as:

• right-sized packaging
• recycled materials
• reduced packaging volume
• better recyclability

The top sustainability improvements noticed by consumers were:

• 41% noticed right-sized packaging
• 39% noticed more recycled materials
• 37% noticed less packaging overall

Oversized Packaging Creates Consumer Frustration

More than seven in ten consumers said they would avoid oversized packaging.

This is important because right-sizing supports both sustainability and operational efficiency.

Right-sized packaging can help retailers:

• reduce material waste
• lower shipping costs
• improve warehouse efficiency
• reduce dimensional weight
• improve customer perception

Packaging Influences Repeat Purchases

Mondi’s report shows that two-thirds of consumers say packaging influences the unboxing experience and encourages repeat purchases.

This means eCommerce packaging is no longer only a logistics tool. It is also part of:

• customer retention
• brand experience
• sustainability communication
• post-purchase satisfaction

Recycling Behaviour Still Shows a Gap

The report also highlights a gap between sustainability intention and consumer behaviour, especially around recycling.

This creates an opportunity for brands to improve:

• disposal instructions
• packaging design clarity
• recycling labels
• consumer education

Clearer communication can make sustainable behaviour easier and reduce confusion at the point of disposal.

Industry Insight

Mondi’s 2026 report shows that the future of eCommerce packaging will depend on balancing three priorities:

• protection
• sustainability
• operational efficiency

AI may influence how consumers choose products online, but packaging still shapes how they judge the brand after delivery.

Final Thought

The key message is clear: in eCommerce, the sale does not end at checkout.

It continues when the parcel arrives.

Retailers that invest in right-sized, protective and sustainable packaging are more likely to reduce waste, improve customer loyalty and strengthen long-term brand value.

Last Updated on 29/05/2026 by Jota Machinery