E-commerce businesses are adapting to sustainability efforts

Cornel Rautenbach, technical director of Bob Group. Image courtesy of

The findings, released in May by the multinational professional services firm, are based on 15 years of consumer research insights gathered by gathering the perspectives of more than 20,000 shoppers in 31 countries.

46% of respondents said they were buying more sustainable products “to reduce their personal impact on the environment.”

South African e-commerce businesses are no strangers to shifting attitudes towards sustainability, especially given the risks posed by the staggering growth of online shopping. In 2023, e-commerce accounted for more than 5% of the country’s total retail sales of R1.153 trillion.

Cornel Rautenbach, head of technology at Bob Group, said: “E-commerce businesses are under pressure to adopt sustainable practices.”

“Consumers are placing increasing emphasis on sustainability, and businesses that adopt green shipping practices can significantly increase their brand loyalty. When customers know their favorite e-commerce stores or platforms are taking steps to reduce their impact on the environment, they are more likely to continue shopping at those stores. Sustainable shipping practices can be a powerful differentiator in a crowded marketplace.”

There are signs that local e-commerce businesses are adapting. One of the biggest areas of change is shipping, with advanced shipping software offering huge benefits for the environment and sustainability efforts.

According to Rautenbach, the benefits include:

Improve address accuracy: By using address auto-completion and geocoding technology, drivers can find locations faster, improving the customer experience and reducing overall driving distance.

Reduce paper waybills: All shipments and packages are now managed and updated digitally through mobile apps. Studies have found that shipping software like Ship Logic can reduce paper usage by 75% on average.

Reduce the number of failed attempts: Through more accurate location mapping and improved communication with customers, shipping software can reduce the likelihood of collection and delivery failures, saving valuable resources.

Reducing carbon emissions: By optimizing shipping routes and consolidating freight, shipping software can minimize the number of voyages required, thereby reducing carbon emissions.

Rautenbach added that route optimization, a feature of modern shipping software, can significantly reduce environmental impact.

“By calculating the most efficient route, the software can minimise distance travelled and fuel consumption. This not only reduces greenhouse gas emissions, but also reduces wear and tear on vehicles, extending their service life and further promoting sustainable development,” he said.

Lautenbach points out that incorporating sustainability into e-commerce shipping processes doesn’t have to be complicated. One quick win is offering a pickup point as a delivery option at checkout.

By offering a pickup point at checkout, buyers are offered a convenient and, more importantly, environmentally friendly method of delivery. In some countries, up to 80% of e-commerce deliveries are made via pickup points such as smart parcel lockers.

Since the goods are only delivered to a single destination, the delivery vehicles emit less carbon into the atmosphere.

“Another way to enhance sustainability is to choose eco-friendly packaging. Conventional plastic packaging takes hundreds of years to decompose, but by switching to biodegradable materials, such as plant-based plastics, businesses can reduce their impact on the environment as these materials break down faster and more naturally. You should also ensure your packaging is recyclable so customers can dispose of it responsibly.”

He further advised companies to use as little plastic packaging as possible to protect items being shipped. Sourcing eco-friendly packaging from local suppliers is also a must as it can reduce the carbon footprint created by transporting materials over long distances.

He said consolidating orders to reduce the number of times couriers need to travel and using couriers that use modern, efficient shipping software should always be top of mind.