A sustainable shift: Why eco-conscious eCommerce packaging drives brand loyalty

While eCommerce retailers navigate market challenges, consumers (online shoppers) continue to prioritise sustainability in their purchasing decisions.

• As consumer awareness grows, shoppers are increasingly sensitive to retailer communication, particularly when it comes to “greenwashing”.
• In eCommerce, sustainable packaging is key in shaping a positive brand perception and driving repeat sales.

Why sustainable eCommerce packaging matters – even in complex markets
Mondi Group has released its sixth annual eCommerce trend report in partnership with global retail and eCommerce analysts, RetailX. The findings highlight how consumers in Czechia, France, Germany, Poland, Sweden, and Türkiye increasingly consider sustainability within eCommerce packaging essential. Eight in ten shoppers now view environmentally conscious packaging as a non-negotiable part of their online purchases.

“As these latest survey results show, sustainability has reached a turning. It’s no longer considered an added benefit, but a standard expectation.”
- Mondi Group eCommerce COO, Armand Schoonbrood

Consumers also look to retailers for clear, straightforward guidance on how eCommerce packaging can be reused or disposed of responsibly.

How the unboxing experience impacts eCommerce brand loyalty

 Unboxing is a vital brand interaction. In an era when consumers may have no physical contact with a retailer, packaging becomes the brand’s handshake—its first tangible touchpoint. While younger consumers might still enjoy visually striking designs, the dominant priority across age groups is packaging that demonstrates efficiency, sustainability, and alignment with brand values.

An unboxing experience that reassures sustainable-conscious shoppers of their choice fosters a stronger connection, making the difference between a one-off sale and a loyal repeat customer.

Packaging protection and sustainability: meeting both needs in eCommerce

 Protection used to mean simply preventing damage, but it is now deeply intertwined with the concept of sustainability. Many shoppers focus on right-sized, efficient packages that minimise waste while keeping items secure. Fit-for-purpose packaging, such as paper bags or boxes for fashion or compact items, and Protective Mailers for electronics, helps reduce environmental impact and signals that the company is thoughtful and detail-oriented.

According to RetailX founder Ian Jindal, as consumer expectations spread across Europe, driven in part by the growing influence of younger generations, packaging practices are expected to evolve, creating a more sustainable and efficient eCommerce landscape in every market.

Looking to future-proof your packaging? Explore Mondi’s full range of sustainable eCommerce solutions here and / or download our eCommerce trend report here.