New Trends In E-Commerce Packaging: From Unboxing Experience To Sustainable Packaging, A Deep Dive Into Consumer Shopping Behavior!

As economic uncertainty continues to intensify, predicting consumer behavior has become unprecedentedly complex, especially during the upcoming holiday shopping season. However, a recent survey commissioned by logistics company Ryder reveals some clear trends: today's online shoppers are not only pursuing price advantages and shopping flexibility, but also holding increasingly high expectations for every aspect of the shopping experience-from placing an order to unboxing, and even the sustainability of packaging.
Ryder's report synthesizes data from two large-scale surveys: a comprehensive study conducted in March 2025 involving 1,376 respondents, aiming to understand consumers' general perspectives on e-commerce activities from 2024 to 2025; and a specialized survey targeting 525 online shoppers in May 2025, focusing on their planning and expectations for the 2025 holiday shopping season.
The core finding of the report is that, despite consumers planning to reduce merchandise purchases and spending in 2025 and placing greater emphasis on cost-saving measures such as promotions and free shipping, their preference for packaging and importance of unboxing experiences remain unchanged.
The Aesthetics and Practicalism of E-commerce Packaging
When it comes to the packaging of e-commerce parcels, consumers are not without preferences. Surveys show that the vast majority of online shoppers prefer receiving goods in cardboard boxes rather than plastic bags. This preference stems from multiple reasons, combining practicality and environmental considerations.
36% of respondents believe that paper boxes provide more reliable protection for goods during transportation, which is particularly important for fragile or high-value items. 29% of consumers stated they would reuse these paper boxes, whether for storage, moving, or sending items again, giving the boxes a second life. 14% of respondents consider paper boxes to be more "eco-friendly" than plastic bags, reflecting consumers' growing environmental awareness.
In comparison, the proportion of consumers opting for plastic mailing bags is significantly lower, with their primary reasons centered on convenience: 8% find plastic bags easier to handle, 7% reuse them, and another 6% value their compact storage space.
Beyond practicality, consumers are increasingly pursuing an exceptional unboxing experience. A thoughtfully designed package, such as a customized box, brightly colored fillers, or decorative ribbons and twine, can significantly enhance shoppers' sense of delight. This positive unboxing experience not only strengthens consumers' affinity for the brand but also motivates them to voluntarily share unboxing videos or photos on social media, generating free publicity for the brand.

The report further confirms that a high-quality unboxing experience can effectively enhance brand loyalty. When asked which factors most encourage them to repurchase a brand's products, respondents revealed an interesting phenomenon: while the unboxing experience is important, value and cost savings remain the primary drivers of repeat purchases.
47% of respondents chose "coupons, discounts, or future shopping credits," followed by "free samples" (24%) and "sustainable packaging" (16%). Notably, the response rate for the "discounts" option increased by 5% year-on-year, while that for "sustainable packaging" decreased by 3%, further confirming that consumer price sensitivity has risen during the economic downturn.
Sustainability: From Core Driver to Key Consideration
Ryder's survey data indicates that sustainability has become one of the key factors consumers consider when shopping online. Jeff Wolpoff, Senior Vice President of E-Commerce at Ryder, stated that sustainable packaging strategies not only help brands build loyalty and a positive reputation but also reduce costs by minimizing excessive packaging and plastic usage, achieving a win-win for both brands and the environment.
In terms of assessing the environmental impact of e-commerce shopping, sustainable packaging was identified as the most important factor by 61% of respondents. This proportion has increased compared to 60% in 2024 and 54% in 2023, indicating a growing consumer focus on sustainable packaging. Additionally, 75% of online shoppers expressed willingness to wait longer for delivery if it could reduce environmental impact. This widespread trend across different age groups clearly conveys a signal: consumers are willing to make certain compromises for the sake of environmental protection.
However, the report also reveals the complex mindset of consumers regarding sustainability practices. While there is widespread recognition of the importance of sustainable packaging, sustainability does not appear to be the primary factor driving their purchasing decisions. In some survey responses, its importance even declined, aligning with an earlier McKinsey consumer sentiment survey on sustainable packaging.

A more striking finding is the sharp decline in the number of consumers who indicate purchasing products or services that support the circular economy. This includes choosing refillable containers, participating in zero waste delivery systems, or purchasing upgraded clothing. This trend is closely related to age, with younger respondents more inclined to seek these environmental options.
Overall, Ryder's report depicts a contradictory and consensus filled portrait of e-commerce consumers: they pursue both the surprise and pleasure of unboxing and adhere to the principles of rational consumption; They acknowledge the value of sustainable packaging, but when it conflicts with price discounts, the latter often prevails. For brands and logistics companies, the future challenge lies in balancing these needs, providing excellent customer experience while also balancing cost control and environmental responsibility, in order to stand out in this uncertain market and win the long-term trust of consumers.