Mondi has published its annual e-commerce trend report which states that AI is changing how consumers buy, packaging is ‘increasingly’ impacting whether they buy again, and evolving digital behaviour is placing new demands on physical packaging.
Based on insights from 6,000 consumers across Europe and Türkiye, the report also features perspectives from e-commerce sector companies including automation machine providers, aiming to offer insights into how packaging is evolving alongside fulfilment technologies to support efficiency, scalability and sustainability.
According to Mondi, six in ten shoppers now use AI tools during their shopping journey, with more than half willing to let AI make purchasing decisions on their behalf. Despite this, packaging is still said to be ‘a critical driver’ of customer satisfaction, brand perception and consumer loyalty.
Product protection remains a ‘non-negotiable’ expectation for packaging, with 98% of consumers ranking it as their top priority. 86% also expect packaging to be sustainable, and more than seven in ten consumers state they would avoid oversized packaging. The report adds that two-thirds say packaging directly influences the unboxing experience and encourages repeat purchases.
Apparently, sustainability expectations are still on the rise, with four in ten consumers noticing the top three sustainability efforts of right-sized packaging (41%), more recycled materials (39%) and less packaging overall (37%). The report also notes there is a gap between intention and behaviour, particularly when it comes to recycling, with splits between the generations.
Mondi says this is 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.
In April, Pro Carton’s Winfried Muehling, MM Group’s Birgit Hösch and RDM Group’s Krzysztof Krajewski spoke with Packaging Europe’s Elisabeth Skoda as part of our podcast series. Using consumer data from Pro Carton’s 2026 packaging perceptions survey, they discussed how recyclability, material choice and transparent communication influence purchasing decisions, brand loyalty and perceptions of fairness around issues such as shrinkflation.
Earlier this month Sam Webster, director of growth & innovation at HowGood, commented on increasing scrutiny over greenwashing, with companies potentially facing legal repercussions in the EU. He argued that consumer trust now depends on transparent, visible on-pack data backed by science.
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