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How e-commerce is changing the world of shopping
We often think of theecommerce as with an environmental problem, immediately associated with an excess of packaging, with vans that increase traffic in the city and with a consumption model that stimulates quick and unaware purchases.
if managed in a conscious way, however, the world of online shopping can offer real advantages and contribute to reduction of emissions.
The research ”The Environmental Impact of E-Commerce Deliveries”, created by Netcomm in collaboration with the Politecnico di Milano, highlights how an online purchase, if delivered or collected in an optimized manner, can generate up to 75% less emissions compared to shopping in a physical store.
Let's look at some examples.
The study shows how in cities the emissions generated bytraditional purchase (customer who goes to the store + store maintenance) can go up to 3.39 kg of CO₂ per package, with about 90% of these emissions attributable to the customer's movements and the maintenance of the store itself.
In similar scenarios, delivery with Home delivery for the same product it can have a much smaller impact: for publishing, for example, in an urban environment we go from 2.81 kg CO₂ (purchase in store with dedicated trip) to 0.22 kg CO₂ in home delivery mode.
In less dense territories, the difference fades, but e-commerce generally continues to be more favorable: for example, in the provinces of Viterbo and Rieti, taken into account by the Netcomm study, emissions for offline purchase They attest to 2.96 kg CO₂ vs 0.64 kg CO₂ for domestic delivery.
What's even more interesting is that the mode of pickup at an agreed point, such as locker, store or newsstand, are the most effective in environmental terms, allowing to reduce the carbon footprint up to 10 times compared to the offline channel and up to 3 times compared to home delivery.
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The 3 key challenges of the e-commerce sector
If it is true that e-commerce can have aecological footprint lower than traditional shopping, they cannot be ignored three critical nodes which are still holding back its sustainability potential today: packaging, returns and logistics. These are the fronts on which the challenge is played to make the truly sustainable digital commerce.
Let's take a closer look at these three aspects and the challenges they entail.
1. Packaging
One of the main pain points of e-commerce is the excessive use of packaging materials. Oversized boxes, bubble wrap, tapes and fillers end up multiplying waste.
According to the European Environment Agency, packaging is the voice that most contributes to Total volume of municipal waste, with constant growth driven precisely by the increase in online purchases.
Every year, globally, it is estimated that more than 3 billion trees are felled to produce packaging cardboard and for the plastic in the packaging to reach tens of millions of tons, most of which are not recycled.
2. Resi
The other major critical issue is the management of returns. In the e-commerce sector, the percentage of returned products varies widely and ranges from 0.5% for a book even up to 30% for products in the fashion sector.
This means that millions of items travel twice, round trip, with a significant impact in terms of CO₂ emissions, fuel consumed and additional packaging. In many cases, The returned products do not even return to the shelves: are disposed of, destroyed or destined for secondary markets, amplifying waste and related emissions.
3. Logistics
Delivery to the end customer is the most critical step. It is estimated that more than 30% of e-market-related emissions derives precisely from transport, and in particular fromLast mile.
The pressure to guarantee ever faster shipments (next-day or even same-day) increases fragmentation of deliveries and reduces the efficiency of routes, with often half-empty vans that travel urban routes. According to McKinsey projections, by 2030 the number of vehicles dedicated to urban deliveries could grow by 36%, with an expected increase in 32% of CO₂ emissions And of the 21% of traffic congestion in the cities.
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How to promote sustainability in e-commerce
If packaging, returns and logistics represent the most complex challenges of e-commerce, this is precisely where the opportunity to rethink the sector in a more efficient way passes.
Reducing the impact of packaging means acting on both the quantity and quality of materials. Companies can adopt custom-made boxes and flexible packaging that Delete the empty space, thus reducing the use of cardboard and filling material.
In parallel, the choice of materials recycled, recyclable or compostable (such as bioplastics or FSC certified cardboard) allows you to reduce the CO2 footprint associated with production. A further step forward is represented by reusable packaging: “returnable packaging” solutions that customers can return and that are sanitized and put back into circulation, drastically reducing waste.
Turning to returns, managing them in a sustainable way means first of all Prevent them.
Improve the quality of product information, with realistic photos, detailed descriptions, interactive size guides or even augmented reality tools, helps reduce impulsive purchases and, consequently, the return rate.
Companies can then encourage more responsible behavior introducing return policies that educate the consumer, for example:
- promote 'grouped return' options;
- offer more flexible times to avoid multiple shipments;
- promote digital solutions that make the process more transparent and less impactful.
On the logistical side, a strategy of reverse logistics efficient makes it possible to quickly re-enter returned products into the sales cycle, reducing waste and environmental impacts. In addition, some players are already experimenting integrated second-hand platforms, giving new life to items that would otherwise be disposed of and transforming an environmental cost into a new business opportunity.
The biggest challenge for e-commerce, however, is to try to make the moment of final delivery, the so-called last mile.
Here companies have at their disposal different solutions concrete, ranging from technology to the reorganization of logistics flows.
Let's look at some examples.
- Low-impact fleets: electric vehicles, cargo bikes and, in perspective, drones for the most congested urban areas.
- Optimization of routes: use of algorithms and digital systems to plan deliveries more efficiently, reducing empty trips and unnecessary routes.
- Pick-up points (lockers, newsagents, affiliated stores): an option that reduces individual trips and concentrates shipments, with a significant reduction in emissions.
- City logistics: introduction of urban micro-hubs and decentralized warehouses to shorten distances, reduce traffic congestion and improve overall efficiency.
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The 5 advantages for companies that focus on sustainable e-commerce
Adopting more sustainable practices is not only an ethical choice: for companies operating in the e-commerce sector it can become a real competitive advantage. Ecco 5 key reasons so investing in sustainability pays off.
1. Reputation and brand value
More and more consumers are choosing companies that are attentive to sustainability issues. Promoting conscious e-commerce strengthens reputation, generates trust and consolidates relationships with customers who identify with company values.
2. Loyalty and customer loyalty
Environmental policies not only attract new customers, but they also increase the loyalty of those already acquired. A consumer who perceives consistency between their values and those of the brand is more likely to buy back, to forgive any mistakes and to become a spontaneous ambassador for the brand.
3. Efficiency and cost reduction
Optimizing packaging, logistics and returns management means reducing material waste, energy consumption and transport costs.
4. Access to ESG incentives and funding
Many national and European calls reward companies that integrate sustainable practices into their processes. E-commerce that proves to reduce its carbon footprint can more easily access funds, subsidized financing and strategic partnerships.
5. Competitive advantage and differentiation
In a busy market, standing out is crucial. Offering low-emission delivery options, reusable packaging or responsible return systems is not only a plus, but a distinctive element that can attract new market segments, in particular younger generations, who have been increasingly sensitive to ESG topics.
