Mondi’s latest 2026 eCommerce Trend Report highlights a critical industry shift: while artificial intelligence (AI) is fundamentally reshaping digital shopping journeys, the role of physical packaging has appreciated to an unprecedented degree. Packaging is now one of the most defining factors in customer satisfaction, operational performance, and long-term brand loyalty. The report—based on surveys and insights from 6,000 consumers in Europe and Turkey—uncovers the increasingly close relationship between digital convenience and the tangible physical experience.
The Rise of AI in the Shopping Journey
Digital experiences are becoming faster and more personalized by the day, driven by the rapid development and integration of AI. Mondi’s research supports this trend with clear quantitative data: six out of ten shoppers (60%) already use some form of AI tool during their shopping journey to discover and purchase products. An even more telling trend is that over half of the respondents are willing to entrust actual purchasing decisions to artificial intelligence itself. As expectations rise drastically in the digital space, this pressure immediately translates to the physical delivery experience with the same urgency.
Packaging and Sustainability: More Than Just Protection
As the shopping experience becomes increasingly interconnected between the online space and physical reality, consumer expectations regarding packaging have also become multidimensional. The report clarifies that packaging is no longer just a mandatory functional accessory. Based on the research data, consumer expectations rest on three main pillars:
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Protection: 98% of shoppers consider it a fundamental, indispensable requirement that packaging provides adequate protection for the product.
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Sustainability: Environmental awareness has become a key issue; 86% of shoppers explicitly expect retailers to use sustainable packaging solutions.
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Experience and Brand Loyalty: Two-thirds of respondents (approximately 66%) directly link packaging quality and the physical experience it provides to repeat purchases.
Packaging as a Strategic Performance Driver
One of the most important conclusions of the 2026 eCommerce Report is that retailers face a clear challenge: packaging must transcend being viewed merely as a cost factor. Well-designed packaging must become an integrated part of the comprehensive e-commerce strategy and a “strategic lever.”
According to Mondi’s analysis, innovative, well-designed packaging can bring measurable improvements in the following areas:
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Improves product protection, thereby effectively reducing the rate of returns.
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Enhances the customer experience, which directly encourages repeat purchases.
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Increases efficiency across the entire fulfillment and logistics network.
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Supports the achievement of sustainability goals through reduced material usage and increased recyclability.
Mondi concludes that achieving these results requires innovation built on data, close industry collaboration, and testing in real-world environments. Packaging is destined to bridge the gap between digital convenience and physical reality.
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