Sustainable Practices in Ecommerce: Building a Greener Future

Ecommerce is a booming industry that offers many benefits for businesses and consumers alike. However, it also poses significant environmental challenges that need to be addressed.

The ecommerce industry is growing rapidly. According to Statista, the global ecommerce market is expected to exceed $6 trillion in 2024. However, it has a complex and multifaceted environmental impact that involves various aspects such as transportation, packaging, warehousing, energy consumption, waste generation, and carbon emissions. Some of the major environmental challenges in the ecommerce industry are:

• Carbon emissions: The transportation and delivery of online purchases generate a large amount of carbon dioxide and other greenhouse gases that contribute to climate change. According to a report by the World Economic Forum, the carbon emissions of delivering online purchases are expected to grow 30% by 2030. Moreover, the demand for fast and convenient delivery options, such as same-day or next-day delivery, increases the fuel consumption and emissions of delivery vehicles.
  
  
• Packaging waste: The packaging of online orders often involves the use of plastic, cardboard, and other materials that are not easily recyclable or biodegradable. According to Statista, the global plastic packaging waste generated by ecommerce was estimated at 942 million kilograms in 2019. Packaging waste not only consumes natural resources and energy, but also pollutes the land, water, and air.
  
  
• Energy consumption: The ecommerce industry relies heavily on the use of digital technologies, such as websites, mobile apps, cloud computing, artificial intelligence, and data centres. These technologies consume a lot of electricity, which is often generated from fossil fuels. According to a report by the International Energy Agency, the global electricity demand for data centres and data transmission networks was 240-340 terawatt-hours in 2022. Furthermore, the energy consumption of these technologies is expected to increase as the ecommerce industry grows and innovates.

The environmental impact of ecommerce can be measured by various indicators, such as carbon footprint, water footprint, land use, and waste generation. These indicators can help assess the environmental performance of ecommerce businesses and compare them with traditional businesses. However, measuring the environmental impact of ecommerce is not a straightforward task, as it involves many factors and uncertainties, such as the type and origin of products, the mode and distance of transportation, the packaging materials and methods, the energy sources and efficiency, and the consumer behaviour and preferences. Different studies may have different results and conclusions, depending on the scope, methodology, and assumptions they use.

One way to measure the environmental impact of ecommerce is to use the life cycle assessment (LCA) approach, which considers the environmental impacts of a product or service throughout its life cycle, from raw material extraction to production, distribution, use, and disposal. LCA can help compare the environmental impacts of ecommerce and traditional commerce and identify the hotspots and trade-offs of each mode of commerce. For example, a study by the MIT Center for Transportation and Logistics compared the carbon footprint of online and offline shopping for a typical product in the US, and found that online shopping has a lower carbon footprint than offline shopping, mainly due to the reduced consumer transportation and the higher warehouse efficiency. However, the study also found that the carbon footprint of online shopping can increase significantly if the consumers choose faster delivery options, return the products, or receive multiple packages.

Another way to measure the environmental impact of ecommerce is to use the ecological footprint (EF) approach, which measures the amount of biologically productive land and water area required to produce the resources and absorb the waste of a product or service. EF helps compare the environmental impact of ecommerce and offline commerce, and evaluate the sustainability of each mode of commerce. For example, a study by the University of California, Berkeley, compared the EF of online and offline book shopping in the US, and found that online book shopping has a lower EF than offline book shopping, mainly due to the reduced paper consumption and the lower transportation emissions. However, the study also found that the EF of online book shopping can vary depending on the type and size of the book, the delivery distance and speed, and the packaging

Despite the potential environmental benefits of ecommerce, there are also many unsustainable practices that can undermine the sustainability of ecommerce. Some of the common examples of unsustainable practices in ecommerce are:

• Overstocking and overproduction: Some ecommerce businesses may overstock or overproduce their products to meet uncertain demand and avoid unavailability. However, this can lead to excess inventory, waste of resources and energy, and increased storage and disposal costs. Moreover, overstocking and overproduction can also reduce the product quality and freshness, with lower customer satisfaction and loyalty.
  
  
• Excessive packaging and labelling: Some ecommerce businesses may use excessive packaging and labelling to protect their products from damage, theft, and tampering during transportation and delivery. This results in more packaging waste, higher packaging costs, and lower packaging efficiency. Excessive packaging and labelling harms the environment, consuming more natural resources and energy, and generating more emissions and pollutants.
  
  
• Inefficient delivery and logistics: Ecommerce businesses can have inefficient delivery and logistics to deliver their products to their customers. They may use multiple delivery vehicles, routes, and stops, or deliver partial or incomplete orders. This can increase the fuel consumption and emissions of delivery vehicles and reduce the delivery speed and reliability. Moreover, inefficient delivery and logistics can also affect the customer experience, as they may cause delays, errors, and dissatisfaction.

Packaging Solutions

To reduce the environmental impact of packaging, ecommerce businesses can adopt the following strategies:

• Use eco-friendly packaging materials that can be repurposed, recycled, or composted, such as paper, cardboard, bioplastics, or plant-based materials.
  
  
• Optimize the size and shape of packaging to fit the products and avoid excess material and space.
  
  
• Eliminate unnecessary packaging elements, such as plastic films, labels, or stickers, and use alternative methods, such as laser etching or water-soluble films.
  
  
• Educate customers and suppliers on how to dispose of or reuse packaging materials in a responsible way.

Energy-Efficient Operations

To reduce the energy consumption and emissions of their operations, ecommerce businesses should consider these options:

• Use renewable energy sources, such as solar, wind, or hydro power, to power ecommerce platforms and warehouses.
  
  
• Implement energy-efficient technologies, such as LED lighting, smart thermostats, or motion sensors, to optimize the energy use of their facilities.
  
  
• Optimize the performance and design of websites and apps, such as reducing the loading time, image size, or number of requests, to minimize the energy use of servers and devices.
  
  
• Monitor and measure their energy consumption and emissions and set targets and action plans to improve energy efficiency and reduce their carbon footprint.

Sustainable Supply Chains

The ecommerce industry creates a complex and interconnected network of suppliers, manufacturers, distributors, and customers, which can have significant environmental and social impacts. Moreover, the sourcing and production of online products can involve unethical labour practices, such as child labour, slavery, or low wages, as well as environmental degradation, such as deforestation, water pollution, or biodiversity loss.

To ensure the sustainability and ethics of supply chains, ecommerce businesses should try to undertake the following:

• Source materials, products, and services from suppliers that adhere to social and environmental standards, such as fair labour practices, environmental sustainability, and social responsibility.
  
  
• Collaborate with supply chain partners to share data, best practices, and solutions for improving the sustainability and ethics of their operations.
  
  
• Implement traceability and transparency systems, such as bar codes, RFID tags, or blockchain, to monitor and verify the origin, quality, and impact of their products and services.
  
  
• Engage with customers and stakeholders to communicate their sustainability and ethics commitments, achievements, and challenges, and solicit feedback and suggestions for improvement.
  
  

Carbon Footprint Reduction

Measuring and reducing the carbon footprint of ecommerce is not a straightforward task, but it is a crucial one for mitigating climate change and achieving the global goal of net zero emissions by 2050.

To measure and reduce the carbon footprint of ecommerce activities, businesses can use these tools and methodologies:

• Use life cycle assessment (LCA) tools, such as the SME Climate Hub carbon calculator or the EcoTransIT global freight transports emissions calculator, to estimate the carbon footprint of their products and services throughout their life cycle, from raw material extraction to production, distribution, use, and disposal.
  
  
• Use ecological footprint (EF) tools, such as the Energy Savings Trust Fleet Health Check or the Global Footprint Network calculator, to measure the amount of biologically productive land and water area required to produce the resources and absorb the waste of their products and services.
  
  
• Implement carbon reduction strategies, such as modal shift, load optimization, network design, green delivery slots, click and collect, or carbon offsetting, to reduce the emissions of their transportation and delivery processes.
  
  
• Set science-based targets aligned with limiting global temperature rise to 1.5°C above pre-industrial levels and fit with the SME Climate Commitment, which calls on businesses to halve emissions before 2030 and achieve net zero emissions before 2050.
  
  

One of the main benefits of embracing sustainability is that it can help ecommerce businesses save costs and increase operational efficiencies as outlined above. However, there are also other benefits to be had:

Brand Reputation and Customer Loyalty

Another benefit of embracing sustainability is that it can help ecommerce businesses build their brand reputation and customer loyalty. By implementing sustainable practices, ecommerce retailers can:

• Meet customer expectations and demands: Customers are increasingly aware and concerned about the environmental and social impacts of their purchases and are more likely to support sustainable businesses. According to a 2021 survey conducted by the Chapman & Co. Leadership Institute, 60% of U.S. consumers said brand values (including a commitment to diversity and a positive company culture) influence their purchasing decisions. By offering sustainable products and solutions that meet customer needs and preferences, ecommerce businesses can increase customer satisfaction and retention, and gain a competitive edge.
  
  
• Enhance brand value and trust: By demonstrating their sustainability commitments and achievements, and communicating them transparently and authentically, ecommerce companies can enhance their brand value and trust among stakeholders, such as customers, suppliers, investors, regulators, and employees. According to a report by Accenture, companies with high ratings for ESG performance enjoyed average operating margins 3.7 times higher than those of lower ESG performers. Shareholders also received higher annual total returns to shareholders, outpacing poorer ESG performers by 2.6 times. By engaging with their stakeholders on sustainability issues and solutions, and soliciting feedback and suggestions for improvement, ecommerce businesses can also foster long-term relationships and loyalty.

Innovation and New Market Opportunities

A third benefit of embracing sustainability is that it can help foster innovation and new market opportunities. By implementing sustainable practices, ecommerce companies can:

• Create new products and services: By applying sustainability principles and criteria to their product and service development, ecommerce businesses can create new products and services that are more sustainable, efficient, and effective, and that address the unmet needs and challenges of their customers and society.
  
  
• Access new markets and customers: By aligning their products and services with the global goals of sustainability and climate action, such as the UN Sustainable Development Goals and the Paris Agreement, businesses can access new markets and customers that are looking for sustainable solutions and partners.
  
  
• Drive growth and profitability: By innovating and creating new products and services, and accessing new markets and customers, businesses can drive their growth and profitability, and create long-term value for their stakeholders.

Here’s a brief step-by-step guide on how to start integrating sustainable practices into an ecommerce business:

1. Conduct a sustainability assessment. The first step is to conduct a sustainability assessment to identify and prioritize the sustainability issues that are most relevant and material for your business and your stakeholders. A sustainability assessment can help you understand your current sustainability performance, risks, and opportunities, and set clear and measurable sustainability goals and targets. You can use the tools linked to above to help with this.
   
   
2. Develop a sustainability strategy. The next step is to develop a sustainability strategy that aligns with your business vision, mission, and values, and that addresses the sustainability issues and goals identified in the assessment. A sustainability strategy should include a clear vision and mission statement, a set of strategic objectives and actions, a timeline and budget, and a monitoring and evaluation plan.
   
   
3. Implement sustainable practices. The third step is to implement sustainable practices that support your sustainability strategy and objectives. Sustainable practices can be implemented in various aspects of your ecommerce business, such as product design and development, packaging and logistics, energy and resource management, supply chain and procurement, marketing and communication, and stakeholder engagement. We have outlined many of the practices and opportunities above, from eco-friendly packaging to using renewable energy sources.
   
   
4. Monitor and report your sustainability performance. The final step is to monitor and report your sustainability performance and impact, and to review and improve your sustainability practices accordingly. Monitoring and reporting your sustainability performance can help you track your progress and achievements, identify gaps and challenges, and communicate your results and impact to your stakeholders. You can use tools such as the Global Reporting Initiative or the Sustainability Accounting Standards Board to guide your sustainability reporting and disclosure . You can also use tools such as the B Impact Assessment or the EcoVadis Sustainability Rating to measure and benchmark your sustainability performance and impact.
   
   

Tips on engaging stakeholders in sustainability efforts

Engaging stakeholders in sustainability efforts is crucial for the success and credibility of your sustainability strategy and practices. Stakeholder engagement can help you:

• Gather data and feedback on your sustainability issues, goals, and actions.
  
  
• Demonstrate how you have considered and addressed the needs and expectations of your stakeholders.
  
  
• Build trust and loyalty with your stakeholders and enhance your brand reputation.
  
  
• Collaborate and co-create solutions with your stakeholders and leverage their expertise and resources.
  
  
• Foster a culture of sustainability and innovation within your organization and among your stakeholders.
  
  

Some tips on engaging stakeholders in sustainability efforts:

• Identify and prioritize your key stakeholder groups based on their relevance, influence, and impact on your sustainability issues and goals.
  
  
• Use stakeholder mapping and analysis tools, such as the power-interest matrix or the salience model, to understand your stakeholders’ characteristics, motivations, and expectations.
  
  
• Define the purpose, scope, and objectives of your stakeholder engagement, and develop a stakeholder engagement plan that outlines the methods, frequency, and responsibilities of your engagement activities.
  
  
• Use a variety of stakeholder engagement methods, such as surveys, interviews, focus groups, workshops, forums, or webinars, to consult, inform, involve, or collaborate with your stakeholders.
  
  
• Use digital tools and platforms, such as online surveys, social media, or web conferencing, to facilitate stakeholder engagement and reach a wider and more diverse audience.
  
  
• Provide clear and transparent information and communication to your stakeholders and use simple and accessible language and formats.
  
  
• Listen and respond to your stakeholders’ feedback and suggestions and show how their input has influenced your decisions and actions.
  
  
• Evaluate and measure the effectiveness and impact of your stakeholder engagement and seek continuous improvement and learning.
  
  

Improving sustainability in any business can be challenging, but there are numerous ways to do so when running a ecommerce business and the benefits can be significant, aside from the necessity for all businesses to reduce their environmental impact.

Wired In can help you improve the efficiency and sustainability of your ecommerce website, so if you want to discuss how we can help implement the approaches outlined above, please contact us today.