As e-commerce continues to evolve, innovation is redefining both how consumers shop and how products are delivered. Mondi’s eCommerce trend report 2026 reveals a clear shift: while artificial intelligence (AI) is transforming digital journeys, packaging is becoming a decisive factor in customer satisfaction, operational performance and long-term brand loyalty.
With insights from 6,000 consumers across Europe and Turkey, the report highlights a growing connection between digital convenience and physical experience and the increasing role of packaging in bridging the two.
The challenge: rising expectations in a rapidly evolving eCommerce landscape
Today’s online retailers operate in a highly dynamic environment shaped by technological acceleration, legislation, rising customer expectations and increasing operational complexity.
AI is already transforming how consumers discover and purchase products. Six in ten shoppers now use AI tools during their shopping journey, and more than half are willing to let AI make purchasing decisions on their behalf. As digital experiences become faster and more personalised, expectations of the physical delivery experience are increasing just as quickly. Consumers now expect packaging to deliver across multiple dimensions:
- Protection, with 98% ranking it as essential;
- Sustainability, expected by 86% of shoppers;
- Experience, with two-thirds linking packaging to repeat purchase.
This shift presents a clear challenge for retailers: packaging must move beyond a functional requirement and become an integrated part of the overall e-commerce strategy.
The solution: innovation driven by data, collaboration and real-world testing
At Mondi Group eCommerce, innovation is centred on developing packaging solutions that respond directly to both consumer expectations and operational realities.
Rather than focusing on individual products, Mondi takes an end-to-end approach – designing packaging solutions that are tailored to e-commerce supply chains, from manual packing environments to fully automated fulfilment systems.
This includes a broad portfolio ranging from paper-based mailers to fit-for-purpose concepts and packaging and paper designed for automation compatibility.
A key differentiator is Mondi’s ability to combine consumer insight with practical application. The findings from the annual trend report are translated into tangible packaging innovations through close collaboration with customers and partners across the value chain.
At Mondi’s ThinkBox, an ISTA-certified testing laboratory and innovation hub in Budweis, Czech Republic, packaging solutions are tested against the realities of e-commerce delivery, including drops, vibration, compression and handling. This validation process helps customers identify potential weaknesses early, reduce product damage, optimise material use and improve operational efficiency before market introduction.
“We work closely with our customers to understand their operational challenges and long-term ambitions. Packaging should not simply support the process -it should actively improve efficiency, reduce waste and enhance the customer experience,” said Gavin Mounce, eCommerce Innovation & Application Director, Mondi Group.
The outcome: packaging as a strategic driver of performance
The findings from the trend report 2026 reinforce a clear conclusion: packaging is no longer just a cost factor, it is a strategic lever for performance. Well-designed packaging can:
- Improve product protection and reduce returns;
- Enhance customer experience and drive repeat purchase;
- Increase efficiency across fulfilment and logistics;
- Support sustainability goals through reduced material use and recyclability.
At the same time, consumer expectations continue to evolve. Shoppers are increasingly aware of packaging waste and expect retailers to take responsibility, while also requiring clear guidance on how to recycle packaging correctly.
Shaping the future of e-commerce packaging
As digital and physical retail experiences become more interconnected, the role of packaging will continue to grow in importance. Mondi’s innovation-driven approach, combining consumer insight, advanced testing and ecosystem collaboration, ensures that packaging solutions are ready to meet future demands.
By aligning protection, sustainability and operational efficiency, Mondi supports e-commerce businesses in navigating complexity and creating long-term value.
“In e-commerce, packaging is often the first physical interaction a customer has with a brand. Ensuring that this moment delivers on both performance and experience is key to building trust and lasting customer relationships,” said Armand Schoonbrood, COO, Mondi Group eCommerce.
