60+ Sustainability in ecommerce statistics

Written By Empact Partners
Sustainability in ecommerce

Ecommerce is a multi-billion-dollar industry that produces multi-million tonnes of waste each year. Sustainability in ecommerce refers to online businesses adopting environmentally and socially responsible practices to minimise their carbon footprint and promote long-term ecological balance.

Current sustainability strategies in ecommerce include:

  • Reducing packaging waste.

  • Utilising renewable energy sources.

  • Optimising logistics to lower carbon emissions.

  • Ensuring transparency within the supply chain.

The statistics we share in this article show what sustainability efforts are being adopted and their impact on reversing climate change.

Global sustainability trends in ecommerce

The ecommerce industry is witnessing significant shifts towards sustainability, driven by factors such as consumer preferences, regulatory pressures, and environmental considerations. 

Here are several key statistics highlighting these global trends:​

  • 85% of consumers have adopted more sustainable behaviours, with 45% expecting sustainability as a given in their purchasing decisions.¹

  • 80% of consumers are willing to spend an average of 9.7% more on sustainably produced or sourced goods, even amidst cost-of-living concerns.²

  • Ecommerce logistics are projected to emit approximately 25 million tonnes of CO₂ by 2030, underscoring the environmental impact of online shopping deliveries.³

  • Over 8 million tonnes of plastic waste end up in the oceans annually, with ecommerce packaging contributing significantly to this pollution.⁴

  • In 2022, 59.4 million tonnes of ecommerce waste were generated globally, with only 17% properly recycled, highlighting the need for circular practices in ecommerce.⁵

  • 62% of Gen Z’s prefer to buy from sustainable brands, even if it means paying a premium, indicating a substantial shift towards sustainable consumption among younger demographics.⁵

  • In 2020, the shipping and return of products accounted for 37% of total greenhouse gas emissions in ecommerce, emphasising the environmental cost of expedited delivery options.⁶

  • Sustainable brands have experienced a 10% rise in average order value, suggesting that sustainable practices can lead to increased consumer spending. This is because the consumer is willing to pay more with a company that aligns with their values.⁷

  • A CAGR of 15.3% in the global sustainable ecommerce market is projected, growing from USD 15.06 billion in 2024 to USD 47.03 billion by 2032.⁸

  • Vinted, a second-hand fashion ecommerce retailer without any physical stores, became the biggest clothing retailer in France.

Topic Statistic
Growth of ecommerce Global ecommerce sales rose from $17 trillion in 2016 to $27 trillion in 2022, showing a significant shift toward digital retail.
Consumer demand for sustainable products 73% of global consumers say they would change their consumption habits to reduce environmental impact.
Willingness to pay for sustainable packaging 74% of consumers are willing to pay more for products with sustainable packaging.
Growth of ESG-claiming products Products with ESG claims saw 28% cumulative growth over 5 years, compared to 20% growth for products without such claims.
Fast delivery emissions impact Demand for same-day and instant delivery could raise vehicle numbers by 36% by 2030, adding 6 million tonnes of CO₂ emissions annually.

These statistics underscore the growing emphasis on sustainability within the ecommerce sector. They highlight consumers' willingness to change habits and spend more on the same products if the packaging is sustainable and good for the environment. This leads us to conclude that sustainability and profitability aren’t mutually exclusive but rather symbiotic!

Environmental impact of shipping and supply chain operations

​Sustainability in ecommerce's shipping, returns, and supply chain operations is critical for reducing environmental impact, meeting consumer expectations and complying with rising regulatory legislation.

We have highlighted some key statistics on the global impact of shipping and supply chain operations:​

  • Online purchases experience return rates between 20% and 30%, significantly higher than the 9% for in-store purchases. This disparity underscores the imminent danger posed by reverse logistics in the ecommerce sector.¹⁰

  • Ecommerce returns contribute approximately 24 million tonnes of CO₂ emissions annually, exacerbating the carbon footprint of online shopping. To put it into perspective, you will need 1 billion mature trees working nonstop to combat this amount of CO₂ emissions.¹¹

  • 68.4% of companies recognise the pivotal role of sustainability within their returns process, reflecting a commitment to environmental responsibility.¹²

  • In 2024, shoppers are expected to return merchandise valued at $890 billion, representing nearly 17% of retailers' annual sales, highlighting the financial and environmental burden that returns cause.¹³

  • The number of warehouses in the US has increased by 6.8% over the past five years, indicating the expanding infrastructure needed to manage returns efficiently.¹³

  • 75% of consumers consider free returns important, with nearly 50% refraining from purchases if return options are inconvenient, emphasising the need for sustainable and consumer-friendly return policies that benefit the planet and the economy.¹⁴

  • The demand for same-day and instant deliveries has contributed to higher carbon emissions, with the number of delivery vehicles projected to increase by 36% by 2030, resulting in an additional 6 million tonnes of CO₂ emissions, and more trees needed to counter this environmental attack.¹²

  • Average parcel delivery speed has accelerated by about 40%, decreasing from 6.6 days in early 2020 to 4.2 days by mid-2023, reflecting efforts to meet consumer demand for faster deliveries. This means that consumers' needs are placed above those of the planet, and the balance needs restoration.1¹⁵

  • Companies like DHL are investing in managing returned merchandise, with DHL acquiring Inmar Supply Chain Solutions to expand its role in the growing retail returns business.¹⁶

  • Startups are developing profitable, sustainable solutions for managing unwanted products, such as repairing and reselling returned items, to reduce landfill waste and environmental impact.¹⁶

These statistics underline the significant cost of convenience. The need for fast shipping and free returns has caused consumers to become complacent about their direct effect on the planet's health. The balance between customer satisfaction and environmental sustainability is a fine line that has to be navigated, managed, and protected.

Sustainable packaging and delivery challenges

As ecommerce continues to grow, so does its carbon footprint, especially through excessive packaging and carbon-heavy delivery systems. From billions of plastic parcels to the emissions generated by fast shipping and high return rates, online shopping leaves behind a dirty trail. 

Understanding these impacts is the first step toward building a more sustainable and profitable digital economy.

Packaging waste statistics

  • In 2019, the ecommerce industry generated approximately 1 million tonnes of plastic packaging waste, with projections indicating this could double by 2025.¹⁷

  • In 2022, Amazon's plastic packaging waste in the US was estimated at 208 million pounds (94.3 million kilograms), marking a 9.59% increase from the previous year.¹⁷

  • Approximately 161 billion parcels were shipped worldwide in 2022, reflecting a 1% increase from 2021. This number is expected to grow to 200 billion by the end of 2025, increasing packaging waste concerns.³²

Carbon footprint of deliveries and returns

  • Online returns contribute up to 24 million tonnes of CO₂ emissions annually, with return shipments generating approximately 30% more emissions than the initial delivery.¹¹

  • Globally, last-mile deliveries account for 50% of total delivery carbon emissions, highlighting the environmental impact of the final stage in the delivery process.¹⁹

Comparison with offline retail

  • Customers return up to 30% of products bought online, compared to 8–10% for items purchased in physical stores. This higher return rate in ecommerce leads to increased emissions and waste from additional transportation and re-packaging.¹⁴

  • In the US, the amount of returned merchandise ending up in landfills nearly doubled, reaching 4.34 million tons, exacerbating environmental concerns and causing an incursion of pollution.²⁰

    The expansion of ecommerce has led to significant environmental challenges, particularly concerning packaging waste and the carbon footprint associated with deliveries and returns. The need for sustainability in the entire process, from manufacturing to delivery and return, has never been more demanding, and the planet is suffering with each parcel shipped.

Consumer behaviour and sustainability preferences

Consumer purchasing patterns are increasingly influenced by sustainability considerations as people become more aware of their environmental impact. This section will examine these changes and also highlight how damaging greenwashing is.

Proportion of consumers choosing sustainable brands

Recent studies have shed some light on findings regarding consumer behaviour:​

  • 44% of consumers were more inclined to purchase from brands demonstrating a clear commitment to sustainability.²¹

  • 70% of consumers expressed a preference for sustainable brands, reflecting a growing trend towards environmental consciousness in purchasing decisions.²²

  • 78% of US consumers consider a sustainable lifestyle important, indicating a strong inclination towards sustainable brands.¹⁸

Willingness to pay a premium for sustainable products

Сonsumer behaviour aspect Statistic
US consumers who believe a sustainable lifestyle is important 78%
Average premium consumers are willing to pay more for sustainable goods 9.7%
Gen Zs who are willing to pay more 77%
Millennials who are willing to pay more 72%
US consumers who are willing to pay more 51%

  • Younger demographics show a higher propensity to invest in sustainability. 77% of Gen Z (ages 18–26) and 72% of Millennials (ages 27–42) are willing to pay more for sustainable products.²³

  • Consumers in Kenya, Vietnam, and India are among the most willing (80%), while in the US, 51% express the same willingness.²³

The data underscores a clear trend in the market: a significant portion of consumers are willing to pay more for sustainably sourced and produced products. While the US lags behind, most consumers are eager to shift to sustainability and are willing to pay more for it.

Sustainability in consumer decisions

Consumer behaviour and expectations play a pivotal role in driving sustainability within the ecommerce sector as consumers’ decisions directly affect the success or failure of the entire market. 

The following statistics provide insights into current trends and attitudes:​

  • 48% of consumers are influenced by a business's environmental practices, such as reducing carbon emissions and offering sustainable products.²⁴

  • 82% of consumers expressed willingness to pay more for products with sustainable packaging, with 90% of Gen Z consumers particularly inclined towards this preference.¹⁹

  • 35% of US adults consider sustainability in shipping when shopping online, underscoring the growing consumer awareness of environmental impacts associated with delivery methods.²⁵

  • In 2022, the majority of global consumers reported adopting more environmentally friendly purchasing behaviours compared to five years prior, reflecting a positive trend towards overall sustainable consumption.²⁶

How consumers are changing their habits for sustainability

Sustainability behaviour change Share of respondents
Buying fewer environmentally sustainable products 1%
No change 10%
Minor change 18%
Modest change 36%
Significant change 27%
I have changed my way of living to be sustainable 8%

  • Products with environmental, social, and governance (ESG) claims have experienced notable sales growth, indicating that consumers are responding positively to sustainability-focused marketing.¹⁷

  • In a recent study, it was found that consumers react more positively to sustainable marketing in post-purchase communication. Highlighting the importance of a specialised marketing strategy.³⁴  

  • When offered the choice to ship their products in sustainable packaging for less than €1, 6% of online shoppers are willing to pay more for sustainable packaging.³³

  • Despite expressing support for sustainability, a discrepancy exists between consumers' values and purchasing behaviours, often due to price sensitivity and convenience.¹⁸

  • While 58% of Gen Z pledge to buy sustainable products, their purchasing habits, particularly in fast fashion, sometimes contradict their environmental values, highlighting the complexity of consumer behaviour and sensitivity to price and desire.²⁷

  • The rise of resale and repair services in fashion indicates a growing consumer interest in circular economy practices, though measuring their actual environmental impact remains complex.²⁷

The shift in consumer behaviour towards more sustainable choices is clear, yet it’s not without complexity. Sustainable brands compete on design, functionality and price, and no one buys something just because it's sustainable. While many firmly intend to support environmentally responsible brands, purchasing decisions often hinge on convenience and affordability. Still, the momentum is undeniable. From prioritising sustainable shipping to embracing circular fashion, today’s consumers are increasingly mindful of their environmental impact.

The future of sustainable ecommerce

The ecommerce market keeps growing, with sustainability becoming a central focus for businesses and consumers alike. Let’s look at some key trends and forecasts in sustainable ecommerce:​

  • The market for sustainable ecommerce packaging is projected to reach $73.3 billion by 2028.²⁸

  • Sustainable corrugated board accounts for over 80% of this value, representing 45 million tons of recyclable material.²⁸

  • Ecommerce companies are increasingly investing in carbon-neutral shipping practices, including the use of renewable energy sources, carbon offsetting, and reusing shipment boxes to minimise their environmental impact.²⁸

  • The circular economy, which emphasises reusing, repairing, and recycling products, is gaining traction in ecommerce. 59.4 million tonnes of e-waste were generated globally, with only 17% properly recycled, highlighting the need for a more circular practice to be adopted.²⁹

  • 61% of online shoppers list carbon emissions as their top sustainability concern, and 93% consider a brand’s climate contribution when making a purchase.³⁰

  • AI enables hyper-personalisation in ecommerce, allowing for tailored product recommendations and marketing messages, which can enhance customer engagement, potentially reduce waste through more accurate demand forecasting and provide a more accurate description of products.³¹

Businesses need to be more intentional with sustainability practices, as the demand almost outweighs the supply. If you want your ecommerce to become more sustainable, start by mapping out your impact across your supply chain, looking at the impact you have on the planet, people and animals. See our simple guide to getting started with sustainability in ecommerce. 

Our takeaway: Ecommerce can be sustainable

While the Temus and SHEIN’s are overburdening landfills with cheap ecommerce products, the shift to sustainable ecommerce is undeniably happening. How you balance impact and profits is what will set your business apart from the rest.

Many companies are adopting more sustainable practices, especially in their packaging. Partnering with a sustainable packaging company like Woola (that’s us) is a quick win for your company — not only are our solutions truly sustainable, they’re also customisable and have a premium look and feel.

Want to know more? Feel free to get in touch with our team, or request your Woola sample today.

Sources

Empact Partners
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