Box at first sight: how digital printing is opening new possibilities for eCommerce packaging

For many brands, the first physical customer interaction happens not in-store, but at the doorstep. Before a product is used or reviewed, the packaging creates an impression, reinforcing brand identity, communicating sustainability efforts, and shaping the overall customer experience. 

That's why more brands are rethinking corrugated packaging as more than just product protection. It is an extension of the brand itself. 

We are pleased to introduce digital printing as a new service within our eCommerce packaging and paper portfolio. Available across our corrugated solution options, it helps create memorable unboxing experiences that strengthen customer connections from the very first touchpoint and improve the chances that online shoppers fall in love with a brand at first sight.

Why are brands using digital printing? 

Digital printing is gaining momentum because it helps brands respond faster to changing market needs for their packaging. 

 Key advantages include: 

For brands operating across multiple countries and campaigns, this flexibility can significantly reduce complexity while improving speed to market. 

Personalisation: real, but not universal 

It's tempting to frame personalisation as the only reason why digital printing matters. The data tells a more nuanced story. 

In Mondi's 2026 eCommerce Trend Report, 15% of consumers said personalised messages on packaging contribute to a positive unboxing experience, rising to 68% who say personalisation positively shapes their impression of a brand overall. That's a meaningful number, but it trails other packaging attributes consumers care about more: recyclability (93%), right-sizing (96%) and sustainability (90%) all outrank it comfortably.

This might be due to the fact that sustainable and right-sized packaging is seen as a non-negotiable at this point, and online shoppers expect packaging to tick these boxes.  

The clearest pattern in the data is generational and geographic. Gen Z consumers are more than three times as likely as Boomers to value personalised unboxing moments, and markets like Türkiye and Sweden show far higher receptiveness than Germany, where the appetite is comparatively muted. 

The takeaway for brands: personalisation is a genuine differentiator, especially for younger and more design-engaged audiences, but it works best as an added layer on top of a sustainability story, not as a replacement for one. And personalisation of packaging can be done by digital printing, giving it momentum in our industry.

More than a message on a box 

Digital printing's real versatility shows up in the range of applications it unlocks beyond a personalised note: 

• Individualised QR codes and serial barcodes: enabling track-and-trace, authentication and direct digital interaction, alongside brand storytelling. Find out more about efficiency on all sides: Digital printing from Mondi optimises logistics at KOMSA here. 
• Market-specific print runs: a box destined for one country can carry instructions in a single language, rather than the multilingual clutter brands have traditionally used to cover several markets from one print run.
• Dynamic content replacing printed inserts: usage instructions, return information or sustainability messaging can be printed directly onto the box, optimising material use and reducing waste. 
• Colour flexibility across substrates: including white ink on brown board, opening design options that Flexo printing can't easily replicate. The white ink is water-based and suitable for primary and secondary packaging. Mondi is one of the first companies to offer white digital printing options, and you can read more about how white digital printing on brown paper supports premium presentation for Riedel Glas here.   
• Mondi's high-performance digital printing is customisable and supports sustainable packaging solutions without the need for printing plates or clichés.   

Personalised print transforms packaging into a dynamic customer touchpoint. As the first tangible brand interaction, it creates a highly relevant and engaging experience that strengthens brand recall, fosters loyalty and encourages customer advocacy.

 

We are keen to develop packaging solutions with our partners that not only transport their goods safely but also bring their brand identity to life. With digital printing, we can create an even more engaging brand experience and a true box at first sight moment.”

 

- Gavin Mounce, Mondi’s Innovation & Application Director for eCommerce

Sometimes digital printing isn't the answer 

Good consultancy also means being honest about the limits of technology. For a simple, single-colour box design produced at very high volumes, flexographic printing can still be the most competitive choice. Digital printing earns its place when flexibility, short runs, individualisation or fast campaign turnaround matter more than unit cost at scale. The right answer is usually determined project-by-project in close conversation with the customer, rather than assumed in advance. Whatever the need, we will recommend the printing solution that best fits packaging requirements. 

The future of eCommerce packaging? More flexibility!  

Today’s consumers increasingly view packaging as an extension of the brand, expecting it to combine functionality, resource efficiency and environmental responsibility. 

Digital printing can help brands meet these expectations while creating more engaging customer interactions. Whether replacing printed inserts, adapting designs for local markets or introducing personalised elements, it offers new ways to make packaging work harder without adding unnecessary complexity. 

As a result, the shipping box is evolving from a logistics necessity into a valuable brand touchpoint – and digital printing is helping to drive that transformation.