- It is a critical opportunity for brands to demonstrate credibility.
- eCommerce packaging has become a novel platform for showcasing values.
- Frustration-free, customer-friendly design secures loyalty and repeat purchases.
Exec summary: Discover why the unboxing experience is a vital touchpoint in eCommerce. Learn how packaging design, sustainability, and disposal instructions drive brand loyalty and repeat purchases.
Why the unboxing experience matters in eCommerce packaging
In eCommerce, packaging is often the first touchpoint customers have with a product, making the unboxing moment a defining factor in whether a single purchase becomes a long-term brand relationship.
According to Mondi Group’s sixth annual eCommerce trend report, nearly 60% of consumers rate unboxing as “important” or “very important.”
Rather than seeking overly elaborate designs, most want packaging that is sturdy, sustainable, and product-specific. Even younger consumers, who place greater emphasis on eye-catching aesthetics, demand evidence of brand values in every element of the design.
Unboxing as a value driver: insights from McKinsey on eCommerce packaging
A McKinsey article titled “Packaging: The underrated performance and value driver” highlights the untapped potential of packaging in eCommerce. It shows that “frustration-free” or ships-in-own-container packaging can:
- Reduce damage rates
- Lower shipping and return costs
- Improve customer satisfaction
- Cut environmental impact
Real-world examples show how brands that redesign packaging based on customer feedback (especially on social media) see significant improvements. One food company resolved breakage complaints by enhancing their internal protection. Another optimised package sizes to reduce freight volume and cut consumer prices.
Brands that invest in right-sized, easy-to-open, and sustainable packaging create lasting impressions that go beyond first impressions.
Smart eCommerce packaging design builds brand loyalty
Whether shipping electronics or fashion, a growing number of eCommerce shoppers expect solutions tailored to the product’s shape and intended use. Packaging solutions such as Protective Mailers are lightweight (yet protective), easy to seal for returns, and are entirely paper-based and therefore easy to dispose – a thoughtful approach to both user convenience and sustainability.
Clever designs don’t have to be expensive or flashy. A simple cardboard box with colourful, surprise printing on the inside can spark joy and increase brand recall. This kind of intentionality turns a mundane action into a memorable, shareable unboxing experience.
Disposal: the final step of the unboxing experience
The unboxing moment does not end once the product is out of its eCommerce packaging. Rather, it continues until customers understand how to dispose of or repurpose each material. Hence, the onus is on brands to make it easy to help them channel packaging into the right recycling or waste stream—whether paper, plastic, compostable, or otherwise.
Today’s consumers want to feel confident that they’re recycling or reusing packaging responsibly. Brands that provide:
- Clear disposal instructions
- Visual icons or colour coding
- QR codes linking to sustainability info
…create a smoother experience and win more trust.
By using packaging to empower consumers to close the loop in a straightforward way, brands reinforce their commitment to sustainable practices and encourage repeat purchases, as well as positive word of mouth.
Key Takeaways
- The unboxing experience is a pivotal touchpoint in customer satisfaction.
- Consumers favour simple, sustainable, and intuitive eCommerce packaging over flashy, wasteful alternatives.
- Smart packaging can reduce costs, enhance usability, and strengthen brand perception.
- Clear disposal instructions and eco-friendly design improve both trust and environmental outcomes.
- Thoughtful packaging drives loyalty, repeat purchases, and positive word of mouth.
FAQ: Unboxing & eCommerce Packaging
- What is the unboxing experience in eCommerce?
It’s the moment when a customer opens their package—often their first physical interaction with your brand. - Why does sustainable packaging matter to shoppers?
Over 80% of shoppers expect brands to use recyclable or reusable materials and avoid excess packaging. - How can brands improve packaging disposal communication?
Use clear labels, on-pack messages, or QR codes that show how to recycle or reuse materials correctly.
Want to elevate your brand’s unboxing experience? Explore our eCommerce packaging solutions designed for sustainability, loyalty, and efficiency.
To download the full Mondi eCommerce trend report right here https://www.mondigroup.com/products-and-solutions/corrugated-solutions/group-ecommerce-trend-report-2025/
Author: Julia Rohracher
Julia Rohracher is Senior Marketing & Communication Manager for eCommerce at Mondi Group. She specialises in brand strategy, content creation and multi-channel campaigns that highlight sustainable, innovative packaging solutions for the evolving needs of online retail.
