MONDI has released its annual e-commerce trend report 2026, which has revealed that six in ten shoppers now use artificial intelligence (AI) tools during their shopping journey.
The report is based on insights from 6,000 European consumers and shows that while AI is transforming how consumers buy, packaging is increasingly impacting whether they buy again. The report also highlights how evolving digital behaviour is placing new demands on physical packaging.
The findings show that product protection remains a non-negotiable expectation towards 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.
Mondi said retailers have an opportunity to strengthen customer loyalty through smart packaging choices. The survey shows more than seven in ten consumers would avoid oversized packaging.
“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 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.”
Sustainability expectations continue to rise, with consumers increasingly recognising improvements such as reduced material use and greater recyclability of the packaging their online order arrives in. Four in ten respondents noted the top three sustainability efforts of right-sized packaging (41%), more recycled materials (39%), and less packaging overall (37%).
The report also points to a gap between intention and behaviour, particularly when it comes to recycling, with splits between the generations. Mondi said 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.
The full report can be downloaded here.
