E-Commerce Packaging Trends: What Consumers Expect in 2025

October 28, 2024

As e-commerce continues to grow, consumer expectations for shipping packaging have evolved significantly. It’s no longer just about getting items from point A to point B—shoppers are demanding more thoughtful, secure, and sustainable packaging solutions. Businesses must keep up with these trends to remain competitive and delight their customers. Here are the key consumer preferences for e-commerce packaging that brands can capitalise on.

Consumers Prioritise Eco-Friendly Packaging 

Sustainability is no longer a niche concern—it’s a priority for a growing number of consumers. Shoppers now expect brands to embrace eco-friendly packaging, with 57% of consumers stating they are less likely to buy products in packaging that harms the environment. This shift has led to an increase in demand for packaging made from recycled materials. While compostable packaging has made headlines, many consumers are prioritising materials that can be easily recycled. Packaging that integrates with kerbside recycling programs is seen as a more accessible solution for reducing waste. Recyclable materials provide consumers with a clear path to contribute to sustainability efforts without the challenges of industrial composting.

Shoppers Demand Safe and Secure Packaging 

The first and foremost expectation of any shopper is receiving their purchase in perfect condition. In transit, packages face a variety of risks, from weather damage to mishandling, and businesses need to ensure their packaging is up to the challenge. Strong, protective packaging is key to preventing damage, especially as research shows that around 30% of items are returned due to damage during shipping. For instance, recycled plastic mailers offer excellent protection for items vulnerable to water, while eco-friendly bubble wrap can prevent movement inside the package, reducing the likelihood of breakage. In addition to protecting items from mechanical and weather damage, e-commerce packaging must also guard against theft. With nearly 1 in 10 people experiencing package theft globally, choosing packaging with tamper-evident features, such as strong adhesive strips, can discourage theft and provide peace of mind to consumers.

Consumers Demand Safe & Secure Packaging

Consumers Prioritise Eco-Friendly Packaging

Certified Sustainability: A Key to Trust 

As sustainability awareness rises, so does the demand for transparency. Consumers, particularly younger generations like Gen Z, are increasingly cautious about “greenwashing” and want proof that the packaging they’re receiving is genuinely eco-friendly. Seventy-one per cent of consumers consider transparency a key brand attribute, and many actively look for certifications such as FSC (Forest Stewardship Council). By clearly labelling the environmental credentials of their packaging, brands can build trust and loyalty with eco-conscious shoppers.

Functional Packaging Enhances the Customer Experience 

Convenience is a major factor in customer satisfaction, and packaging plays a role in making the e-commerce experience smoother. For instance, easy returns are a top priority, with 81% of online shoppers seeking hassle-free return options. Including resealable features in mailers, such as an extra adhesive strip, simplifies the return process and encourages repeat business. Moreover, consumers are turning away from excessive packaging. In the EU alone, 177.2 kg of packaging waste was generated per person in 2020. Brands can meet this challenge by opting for compact, efficient packaging that minimises waste while still protecting goods.

Customisation: Packaging as a Branding Tool 

Today’s consumers expect more than just practical packaging; they want an aesthetic experience as well. Sixty-three per cent of consumers say that packaging is as important as the brand itself, and custom-designed mailers can leave a lasting impression. Custom colours, logos, and messaging not only enhance the unboxing experience but also reinforce a brand’s identity and values. Packaging can also convey a brand’s commitment to sustainability. By choosing recyclable or recycled packaging materials, brands send a powerful message that resonates with environmentally conscious customers. Packaging that tells a story—whether about sustainability, quality, or innovation—can create stronger brand loyalty.

E-commerce packaging has evolved into a critical aspect of the customer experience. Today’s consumers expect packaging that is secure, eco-friendly, functional, and aesthetically pleasing. By embracing these trends, businesses can not only meet consumer expectations but also build stronger, more sustainable relationships with their customers. For e-commerce businesses looking to harness the powerful brand-building benefits of sustainable packaging, we offer a diverse range of secure & eco-friendly solutions.