Crasman studied: online shop customers are willing to pay to offset the carbon footprint of their purchases

During summer 2021, we conducted a survey aimed at online retailers and their customers about the sustainability of e-commerce. 

In the survey, online retailers identified the three biggest challenges in developing e-commerce sustainability. These were:

• Customers are unwilling to pay for sustainable solutions.

• Lack of personal knowledge and skills regarding sustainability. 

• Insufficient time for sustainability efforts.

Among the e-commerce customers who responded, 49% wish that online retailers would directly include the costs of carbon footprint compensation in the product price. 83% of respondents are willing to pay for carbon footprint compensation.

The survey also reveals that customers may sacrifice delivery speed in the name of sustainability: 84% of respondents are willing to wait longer than usual for their online order delivery if the delivery method is significantly more environmentally friendly.

Customer experience is a crucial measure of success in e-commerce, but often retailers also face fierce price competition. It is therefore understandable that including the costs of sustainable practices in prices may cause concern. The survey results provide a positive message in this regard. Consumers are ready to pay for sustainable practices.

Open, up-to-date, and high-quality communication about the sustainability and environmental friendliness of e-commerce products and processes plays a key role.