MONDI has announced the results of its fifth annual e-commerce report, which revealed that almost half of consumers have bought via social commerce in the last year.
The annual online survey includes the views of 6,000 consumers. Emerging trends and newer insights include what’s happening around social commerce, re-commerce and sustainability movements across generations. Overall, the report looks at four key areas: consumer online shopping behaviour, attitudes towards packaging and unboxing experiences, perceptions and behaviours towards recycling and reusing, and the future of e-commerce packaging.
44% of respondents said they have bought via social commerce in the past 12 months, with Facebook and Instagram accounting for the majority of purchases, while TikTok ranked at 20%. The trend is particularly strong among Millennials and Gen Z, who predominantly spend on fashion.
38% of consumers have maintained their online shopping habits, driven by the search for better prices and value. The frequency of shopping online has fallen slightly, as buying behaviours have returned to more of a pre-pandemic norm, as well as perhaps shoppers the impact of the increased cost of living. A quarter of people still shop online at least once a week.
Nedim Nisic, Mondi Group e-commerce director, said, “This survey indicates that social commerce is becoming more mainstream and fashion is clearly a growth driver. We see online retailers focusing heavily on the digital shopping experience and a seamless experience with social media channels is a must going forward.”
The study also found that customers prioritise packaging quality and eco-friendliness, with 88% valuing protective packaging and a ‘substantial portion’ considering recyclability important.
A negative unboxing experience, with over-packaging being the most referenced grievance, shows 47% saying it could put them off buying again. In comparison, 45% say they would not buy again from a brand whose packing is challenging to recycle.
Overall, Mondi concluded that there is a substantial focus on sustainability and environmentally-friendly packaging without compromising paper quality, protection capabilities, or the overall unboxing experience. The report suggests nearly 60% of consumers expect compostable or recyclable packaging in the near future.
