A dislike for overpackaging was also notable, with over two-fifths (45%) of online shoppers citing minimal packaging as important to them. 
Sentiment towards reuse was also positive – 3 in 4 (75%) online shoppers would be happy to receive a new product in a previously used package, while 7 in 10 (69%) would reuse old packaging for something else.
The report highlights the wider importance of packaging in helping to ensure a
positive brand experience for shoppers. Aside from sustainability concerns, 1 in 3 (32%) have experienced damaged packaging in the last year, and 3 in 5 (58%) people would stop ordering from a company if they received a damaged product repeatedly.
The returns process was also a point of issue for many, with 3 in 10 (29%) saying they find the process frustrating.Overall, the report warns against neglecting the importance of packaging, which can lead to a decrease in repeat business and may tarnish a brand’s image.
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Anne Curtis, e-commerce business unit lead for UK Packaging at DS Smith, said: “Sustainability is clearly top of their[consumers’] list of priorities. This means high-quality packaging that is either recyclable or reusable, while also reducing any unnecessary waste.
“At a time when consumers are keeping an eye on their spending and competition for customers is fierce, brands risk losing business if their packaging fails to meet online shoppers’ increased sustainability standards.”
