While artificial intelligence is reshaping how consumers shop online, packaging remains a decisive factor in whether they return to a retailer, according to Mondi’s latest eCommerce trend report.
Based on a survey of 6,000 consumers across Europe and Türkiye, the research found that 60% of shoppers now use AI tools during their purchasing journey. Yet despite the growing role of AI in product discovery and buying decisions, 67% of respondents said packaging influences their likelihood of making a repeat purchase.
The findings suggest that the physical delivery experience continues to play a critical role in customer satisfaction and brand loyalty, even as digital technologies transform the retail landscape.
Protection and Sustainability Remain Essential
Product protection remains the top expectation for eCommerce packaging, with 98% of consumers identifying it as a priority. Sustainability follows closely, with 86% expecting packaging to be environmentally responsible.
The survey also highlights the importance of packaging efficiency. Nearly three-quarters of respondents said they would avoid buying again from a retailer that consistently uses oversized packaging, reinforcing the value of right-sized solutions that reduce waste while improving the customer experience.
Consumers are increasingly noticing sustainability improvements. Right-sized packaging (41%), greater use of recycled materials (39%) and reduced packaging volumes (37%) were identified as the most visible environmental initiatives.
“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.”
Packaging Influences Loyalty
According to the report, packaging now plays a role that extends well beyond product protection. Two-thirds of consumers said it enhances the unboxing experience and influences their perception of a brand, reinforcing its contribution to customer retention.
Ian Jindal, Chief Editor and Co-Founder of RetailX, said the findings point to a lasting shift in consumer expectations.
“While AI is impacting the online customer journey, expectations of the physical delivery experience continue to rise in parallel,” he said. “Compared with previous years, the role of packaging has strengthened further.”
Closing the Sustainability Gap
Despite growing environmental awareness, the report identifies a gap between consumers’ sustainability intentions and their actual recycling behaviour. Mondi noted that clearer communication and more intuitive packaging design could help encourage greater participation in recycling efforts across different age groups.
The company also emphasized the importance of collaboration across the value chain—from material suppliers to automation providers—as retailers work to meet evolving consumer expectations and regulatory requirements.
As online shopping continues to evolve, the research suggests that companies able to combine AI-driven convenience with efficient and sustainable packaging solutions will be best positioned to build customer loyalty and maintain a competitive advantage.
Mondi is a global packaging and paper company focused on sustainable solutions for eCommerce, consumer and industrial markets. The group operates in more than 30 countries and employs approximately 24,000 people worldwide.
