Consumers prioritising sustainability are becoming one of the most influential groups in UK e-commerce, purchasing 66% more items online than the average shopper, according to new research from Whistl.
The study found that consumers identified as “Sustainable Shoppers” purchase an average of 6.5 items online each month, compared with the UK average of 3.9 items. This growing customer segment now represents 15% of all UK online shoppers.
Whistl defines a Sustainable Shopper as someone who makes purchasing decisions based on sustainability credentials across the product itself, the retailer’s brand values, and the parcel delivery experience.
The findings highlight a major opportunity for e-retailers, while also underlining rising expectations around sustainable fulfilment and delivery services.
Delivery and Sustainability Closely Linked
According to the research, delivery experience plays a critical role in influencing sustainable purchasing behaviour.
The most important factors identified by Sustainable Shoppers include:
- Recyclable or compostable packaging — 85%
- Consolidated deliveries — 81%
- Clear returns policies — 70%
- Delivery visibility and tracking — 62%
- Sustainable delivery options — 55%
- Lowest delivery cost — 49%
The research suggests that environmentally conscious consumers are increasingly evaluating retailers not only on product quality and price, but also on how efficiently and sustainably products are delivered.
Younger Consumers Driving the Trend
Gen Z and Millennial consumers make up the largest proportion of Sustainable Shoppers, with an even distribution across gender and UK regions.
While standard home delivery remains the preferred option for 81% of respondents, parcel lockers are gaining popularity. Around 66% of Sustainable Shoppers have used a parcel locker service, with 52% of frequent users saying lockers are more convenient than home delivery.
Retailers Need a Multi-Channel Strategy
Whistl’s research also found that retailers need a blended marketing strategy combining both digital and physical channels to effectively engage sustainability-focused consumers.
The most influential channels include:
- Online search — 53%
- Promotional email — 40%
- Out-of-home advertising — 38%
- Influencer recommendations — 38%
- Promotional mail — 24%
Ian Keilty, CEO of Whistl, said:
“Sustainability Shoppers are reshaping e-commerce and, given their demographic profile, their views on delivery will become increasingly important. A one-size-fits-all approach to targeting and delivery is not a sustainable long-term strategy.
“The ultimate goal is to provide an outstanding delivery experience. This requires flexibility and delivery expertise to adapt a retailer’s delivery strategy to meet the needs of an increasingly complex customer base with diverse expectations.”
Further information and analysis are available from Whistl.