Those who identify as ‘Sustainable Shoppers’ buy an average of 6.5 items online each month, compared to the overall average of 3.9, and account for 15% of all UK online shoppers.
A Sustainable Shopper is defined as someone who makes purchasing decisions based on sustainability credentials, including the product itself, the brand, and the parcel delivery experience.
To help e-retailers tap into this growing opportunity, Whistl has explored the key motivators behind Sustainable Shoppers’ decision-making processes and how retailers can better engage with them.
The research highlights a clear opportunity for e-retailers but also rising expectations around delivery and fulfilment.
Delivery and sustainability go hand in hand
81% of Sustainable Shoppers consider consolidated deliveries to be the most important delivery factor influencing their shopping habits. Other priorities include:
- Recyclable or compostable packaging: 85%
- Clear returns policy: 70%
- Delivery visibility and tracking: 62%
- Sustainable delivery options: 55%
- Lowest delivery cost: 49%
“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.”
Younger shoppers lead the shift
Demographically, Gen Z and Millennials make up the largest share of this group, with an even split across gender and geography in the UK.
Although 81% prefer standard home delivery, 66% have used a parcel locker, with 52% of frequent users finding them more convenient than home delivery.
Retailers must rethink their marketing mix
To effectively reach Sustainable Shoppers, retailers need a multi-channel approach that blends digital and physical touchpoints. The most effective channels include:
- Online search: 53%
- Promotional email: 40%
- Out-of-home advertising: 38%
- Influencer recommendations: 38%
- Promotional mail: 24%
Further details and analysis are available here.
