E-commerce consumers place greater value on sustainable packaging

Sustainability is becoming a more influential factor in how consumers evaluate e-commerce packaging and decide whether to shop with a brand again, according to Ryder’s latest consumer study.

The logistics company surveyed 1,160 consumers in March 2026 to assess changes in attitudes towards online shopping, delivery and packaging. While price remains an important consideration, shoppers are increasingly taking into account the materials used in products and packaging as well as the wider environmental impact of their purchases.

Boxes remain the preferred delivery format

Consumers continue to show a strong preference for receiving online purchases in corrugated boxes rather than mailer bags. However, the reasons behind that preference are beginning to change.

Among respondents who selected boxes, 32% said they preferred them because they provide better protection during transport. A further 29% highlighted their ability to reuse the packaging, while 20% considered boxes to be the more environmentally friendly option.

The share citing better protection declined by four percentage points compared with the previous year, while the proportion choosing boxes because they were perceived as more sustainable increased by six points.

Mailer bags valued for convenience

Consumers who preferred mailer bags tended to focus on convenience rather than sustainability. Around 10% said bags were easier to dispose of, 6% appreciated that they occupied less space and 5% highlighted reuse.

Compared with 2025, disposal convenience became a more important reason for choosing mailers, while reuse became less significant. The findings highlight the trade-off between compact, lightweight packaging and consumer perceptions of protection and recyclability.

Unboxing influences repeat purchases

Packaging format also plays an important role in the unboxing experience, which Ryder identifies as a potential differentiator for e-commerce brands.

Discounts and coupons remain the strongest factors influencing whether shoppers return to a brand following an online order, but their importance declined in 2026. At the same time, packaging sustainability increased by six percentage points as a factor contributing to brand loyalty.

This suggests that shoppers increasingly expect the physical delivery experience to reflect their wider environmental preferences.

Corrugated benefits from consumer perceptions

The preference for boxes is partly linked to the strong consumer perception that corrugated packaging can be recycled and reused. Even where lightweight mailers may offer logistical advantages, consumers can view them as more disposable and less environmentally responsible.

For brands, this highlights the importance of communicating the environmental performance of different packaging formats rather than assuming shoppers understand their lifecycle impacts.

Returnless refunds also gain attention

The study identified returnless refunds as another factor influencing both customer experience and sustainability perceptions. Around 67% of respondents said they would be more likely to shop again with a brand that refunded certain purchases without requiring the product to be shipped back.

Reducing unnecessary returns can avoid additional transport, packaging and handling, while also simplifying the customer experience.

Packaging becomes part of the brand experience

The latest Ryder findings reinforce the growing connection between packaging design, sustainability and customer retention in e-commerce. Protection remains essential, but consumers increasingly consider recyclability, reuse and environmental impact when evaluating a delivery.

For retailers, choosing between boxes, mailers and other formats is therefore becoming more than a logistics decision. Packaging can influence perceptions of brand quality, sustainability and convenience long after the online purchase has been completed.