Online shoppers value unboxing experiences, prefer boxes over bags and consider packaging’s sustainability when making purchases, according to newly released results from a survey commissioned by logistics company Ryder.
Economic uncertainty is making it difficult to predict consumer behavior, especially for the upcoming holiday season, according to findings in Ryder’s e-commerce consumer survey released Tuesday. Certain signals are clear, though, the authors say: Consumers want flexibility with their shopping and expect an exceptional customer experience at all points along the e-commerce journey.
A third party carried out the survey for Ryder in March to gather data from 1,376 respondents on consumer sentiment about e-commerce activity from 2024 to 2025. Ryder followed that with a survey of 525 online shoppers in May specifically about plans and expectations for the 2025 holiday shopping season. That special section of the broader report concludes that consumers plan to buy fewer items and spend less in 2025, while also focusing on cost-saving measures like sales and free shipping.
Here are some key packaging takeaways from the report.
Sustainability
The report’s data indicates consumers think about packaging sustainability when making online purchases.
“Our research consistently shows that consumers consider sustainability when making purchasing decisions,” said Jeff Wolpov, senior vice president of e-commerce for Ryder, via email. Sustainable packaging strategies can help brands build loyalty and reputation, he said. “Not to mention, avoiding over-packaging and minimizing the use of plastics reduces overall packaging waste, which can be cost-effective for brands.”
However, sustainability does not appear to be a main driving factor for consumers’ e-commerce purchasing decisions, and in some responses to survey questions this factor has dropped in importance compared with previous years. That’s a similar takeaway as findings from a sustainable packaging-focused consumer sentiment survey that consulting firm McKinsey & Co. released earlier this summer.
Ryder’s 2025 survey results show a sharp dropoff in the number of consumers who reported purchasing products or subscribing to services that “support a circular economy,” such as opting for refillable product containers, zero-waste delivery systems or upcycled apparel. The trend also correlates strongly to age, with younger respondents being more likely to seek these environmentally conscious options.
Circular economy participation dropped sharply in 2025
When asked about e-commerce’s environmental impact and how it influences consumers’ likelihood to shop with a brand, sustainable packaging charted as the top factor respondents consider. The percentage of respondents citing that factor, 61%, has ticked up from 60% in 2024 and 54% in 2023.
Environmental factors influence consumers' purchasing decisions
In addition, e-commerce shoppers indicate they’re more willing to wait longer to receive their orders if it means reducing environmental impact. This trend is consistent among age groups, hovering around 75%.
Value propositions
Some answers to Ryder’s survey questions indicate consumers find value in specific packaging form factors.
When considering their preference for receiving e-commerce shipments in a box or a mailer bag, consumers overwhelmingly chose boxes. The top reasons for choosing boxes are: the perception that this format provides better protection during transit, at 36%; the consumer reuses boxes, at 29%; and the belief that boxes are more “eco-friendly,” at 14%.
Top reasons from respondents chose bags are that they believe they’re easier to dispose of, at 8%; the consumer reuses them, at 7%; and they take up less space, at 6%.
Consumers have form factor preferences
Consumers also seek premium unboxing experiences, such as custom designed boxes, colorful filler material and exterior details such as ribbons or twine. Positive unboxing experiences drive consumer loyalty to a brand and make them more likely to post photos or videos of the package on social media.
Unboxing experiences affect consumer perceptions and loyalty
The responses to a question about what aspects of an unboxing experience drive brand loyalty reinforces the report’s broader theme of consumers seeking value and cutting costs in 2025. The factor most likely to make an e-commerce consumer shop with a brand again is coupons, discounts or credits toward a future purchase at 47%, followed by free samples at 24% and sustainable packaging at 16%. Responses for discounts grew 5% year over year while sustainable packaging responses dropped 3% year over year.
