Mondi has published its annual eCommerce Trend Report 2026, arguing that packaging remains a decisive part of the online shopping experience even as artificial intelligence becomes more embedded in digital retail.
The report is based on an online survey of 6,000 consumers across Europe and Türkiye, alongside expert interviews. According to Mondi, 60% of consumers now use AI tools during their shopping journey, while more than half are willing to let AI make purchasing decisions on their behalf.
However, the physical delivery experience continues to influence customer retention. Mondi said 67% of consumers report that packaging affects the unboxing experience and encourages repeat purchases, while 72% would avoid buying again from a retailer because of oversized packaging.
Product protection remains the strongest expectation. The research found that 98% of consumers rank protection as their top priority for eCommerce packaging, while 86% expect packaging to be sustainable. Mondi said this reinforces the need for packaging that combines performance, material efficiency and environmental considerations.
“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 highlights consumer awareness of sustainability improvements in eCommerce packaging. Mondi said 41% of consumers noticed right-sized packaging, 39% recognised greater use of recycled materials, and 37% observed less packaging overall.
At the same time, the company points to a gap between consumer intention and behaviour, particularly around recycling. Mondi said clearer communication and more intuitive packaging design could help brands and retailers support more consistent sustainable behaviour after delivery.
Ian Jindal, Chief Editor and Co-Founder at RetailX, said: “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.”
Mondi said the findings underline the importance of collaboration across the eCommerce packaging value chain, including material suppliers, retailers and automation partners, as fulfilment systems evolve to meet demand for efficiency, scalability and sustainability.
