Mondi has published its annual eCommerce trend report for 2026, highlighting the growing influence of AI on online shopping alongside rising consumer expectations around packaging.
The report, which combines findings from an online survey and expert interviews, is based on responses from 6000 consumers across Europe and Türkiye. According to the findings, while AI is increasingly shaping purchasing behaviour, packaging continues to play an important role in customer satisfaction and repeat purchasing decisions.
The report suggests that changing digital shopping habits are placing new demands on physical packaging, particularly as retailers seek to balance efficiency, sustainability and customer experience.
Alongside Mondi’s own research, the report includes perspectives from automation and fulfilment technology providers on how packaging is adapting to support changing retail operations.
Consumer expectations for eCommerce packaging remain high, according to the survey. Product protection was identified as the leading priority, with 98% of respondents ranking it as important, while 86% said they expect packaging to be sustainable.
The findings also indicate that packaging can influence the overall customer experience. Around two-thirds of respondents said packaging affects the unboxing experience and can encourage repeat purchases. More than seven in ten consumers said they would avoid oversized packaging, suggesting a preference for packaging designed to fit products more closely and reduce waste.
Armand Schoonbrood, chief operating officer of Mondi Group eCommerce, said: “AI is fundamentally reshaping how consumers discover and purchase products, but the physical experience still matters as much as ever. 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.”
Ian Jindal, chief editor and co-founder at RetailX, added: “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.”
The report also points to growing sustainability expectations among consumers, with respondents increasingly recognising efforts such as reduced material use and improved recyclability in packaging. Among the most noticeable sustainability measures identified by consumers were right-sized packaging, the use of recycled materials and reductions in overall packaging volumes.
Mondi said the findings also reveal a gap between sustainability intentions and consumer behaviour, particularly in relation to recycling, with differences emerging across age groups. The report suggests retailers and brands could support consumers through clearer communication and packaging design aimed at making sustainable choices easier.
According to the report, collaboration across the supply chain, including material suppliers and automation partners, is expected to play a role in addressing changing consumer expectations and regulatory requirements in eCommerce packaging.
