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Customers expect green practices from companies. In response to changing needs, Żabka has introduced water refills, and online store owners are also beginning to follow eco-trends. With this in mind, are significant changes in the e-commerce market in terms of ecology getting ready? An expert from Shoper answers.
As many as 63% of shoppers are willing to pay more to make the products they buy more sustainable. This enthusiasm is particularly strong among Millenials and Generation Z customers, who are becoming an increasingly active buying force in e-commerce. The main reason for this trend is the desire to reduce the carbon footprint and the belief that sustainability should be part of everyday life.
In response to customers' ecological needs, Żabka has introduced water refill machines in its stores, devices that allow water to be refilled in reusable bottles, eliminating the need for disposable packaging.
- This is a great answer to a specific problem, which is the high consumption of plastic by consumers. Such a solution is part of the trend of green initiatives that are also gaining ground in the e-commerce industry. There are already online stores on the Shoper platform that offer sustainable solutions to their customers - for example, eco-friendly household chemicals or cosmetics. - comments Nina Pankiewicz, ESG Specialist at Shoper. - Vendors must also remember the importance of considering other practices, such as optimizing logistics processes, minimizing waste or choosing sustainable sources of raw materials. It is the comprehensive approach that is able to positively impact the environment. - He adds.
Green e-commerce solutions are gaining traction with customers
With growing environmental awareness among consumers, e-commerce must adapt to new sustainability requirements. Customers are increasingly expecting green practices from companies and are abandoning purchases if a store's operations do not meet eco-standards. According to the "E-Commerce in Poland 2023" report, published by Gemius, as many as 42% of e-commerce customers believe that the form of delivery matters to the environment. For 67% of them, the use of eco-friendly raw materials is important, and 58% of people value the ability to use reusable packaging when returning goods.
Retailers operating online stores on the Shoper platform offer their customers such eco-solutions as recycled packaging, virtual fitting rooms and the possibility of ordering products for parcel vending machines, among others. In this way, store owners are responding to the needs and can meet the challenges that climate change brings to e-commerce as a whole.
However, in addition to pro-environmental measures, the seller can also take other steps - for example, educating his customers. Here, communication between the seller and the consumer is important.
- Just as important as implementing sustainable practices is educating e-commerce customers about environmental protection. Companies should actively instruct customers on how to segregate and dispose of empty packaging from ordered products. This type of action increases environmental awareness and helps to make a positive impact on the environment in real terms, as well as builds the image of the online store as a responsible and pro-environmental brand. - Nina Pankiewicz says.
Green solutions are becoming more important to customers. Being an environmentally responsible retailer not only improves a company's image, but also attracts conscious consumers ready to support those online stores that actively care for the planet. This approach is becoming not only a trend, but also an important part of building long-term relationships with customers, which influences e-commerce success.
About the company Shoper
Shoper is a leader in e-commerce solutions in Poland. The company provides the necessary infrastructure for e-commerce. In addition to software for running an online store, it also offers a range of services to support sales. These include online payments, Digital Ads, logistics services and business financing. Among others, brands such as Gym Glamour, WK Dzik, Irving and Doppelherz operate on the Shoper platform. Since July 2021, Shoper has been listed on the Warsaw Stock Exchange and has been part of the sWIG80 index since December 2021. Check out more information about the company at: www.shoper.pl
Paulina Kaszuba
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