Mondi links packaging to e-commerce loyalty

Mondi has published its annual eCommerce trend report 2026, based on a survey of 6,000 consumers across Europe and Turkey, finding that packaging is an increasingly significant driver of customer loyalty even as AI tools reshape how consumers shop online.

Six in ten consumers now use AI tools during their shopping journey, with more than half willing to let AI make purchasing decisions on their behalf. Despite this digital shift, 67 percent say packaging influences repeat purchase. Product protection remains the top packaging priority for 98 percent of respondents, while 86 percent expect packaging to be sustainable.

Oversized packaging emerged as a significant loyalty risk, with 72 percent of consumers saying they would avoid buying from a retailer again based on excessive packaging size, underscoring the commercial value of right-sized packaging beyond its environmental benefits.

On sustainability, 41 percent of respondents noticed right-sized packaging as a top sustainability improvement, followed by more recycled materials at 39 percent and less packaging overall at 37 percent. The report also identifies a gap between recycling intention and actual behavior across generations, pointing to an opportunity for clearer on-pack communication.

'AI is fundamentally reshaping how consumers discover and purchase products, but the physical experience still matters as much as ever,' said Armand Schoonbrood, COO of Mondi Group eCommerce. 'Packaging in eCommerce is a strategic driver of customer experience, operational efficiency and sustainability performance.'