How Sustainable Commerce Is Shaping The Future of Commerce

We find ourselves in an age where environmental problems are growing. Now, more and more people are in search of sustainability to fight (against) such negative effects on the environment. Sustainable commerce seeks to minimise the negative effects of doing business on the environment.

It considers the life cycle of the entire business activity, such as production and disposal. The aim is to lower the company's carbon footprint. Eco-friendly packaging, better material sourcing, and recycling plans are some practices that are seen in sustainable commerce.

85% of consumers have already shifted their purchasing behaviour toward more sustainable choices, with 72% globally saying they actively buy more eco-friendly products. Reinforcing this shift, aPwC 2024 Voice of the Consumer Survey found that over 80% of consumers are willing to pay more for sustainably produced goods, with some ready to pay a 9.7% premium.

According to Shorr's 2025 Sustainable Packaging Consumer Report, 90% of consumers are more likely to buy from brands that offer eco-friendly packaging, and 54% of US consumers consciously chose products with sustainable packaging in the past six months. Meanwhile, 43% are now willing to pay a premium specifically for sustainable packaging, a meaningful evolution from earlier years.

A Bain & Company consumer survey found that 64% of consumers in India say their concerns about climate change have intensified over the past two years. Separately, a 2025 study on urban Indian shoppers found that 46% often choose eco-friendly and socially responsible brands, with FMCG leading as the top category where sustainable commerce drives purchase decisions.

Three powerful movements are accelerating sustainable commerce adoption globally—each reshaping how brands sell, ship, and source.

The global recommerce market is on track to take 10% of global fashion sales as consumers increasingly choose second-hand and refurbished goods. This shift is driven equally by commerce sustainability values and affordability, making resale a mainstream sales channel. D2C brands that build structured resale and return programmes can reduce waste while unlocking new revenue streams.

Last-mile delivery accounts for a significant share of sustainable commerce challenges, with global weighted average last-mile CO₂ emissions from eCommerce deliveries sitting at 204 gCO₂ per parcel. Leading brands are responding with electric vehicle fleets, Amazon alone has deployed 10,000 electric vans. Reducing unnecessary deliveries caused by failed COD orders or RTOs, via tools like GoKwik’s RTO management, is a direct lever for lowering a brand’s shipping carbon footprint.

Consumers are demanding radical transparency about where products come from and how they are made. As part of their commerce sustainability strategy, brands are investing in supply chain traceability tools, ethical sourcing certifications, and public ESG reporting. Brands that back sustainability claims with verifiable, publicly shared data earn 80% greater consumer trust, a competitive advantage that directly impacts conversion rates and brand loyalty.

Sustainability is about doing things in a way that doesn't use up too many natural resources and helps keep the planet healthy for a long time. It's like making sure we meet our needs now without making it hard for future generations to meet theirs.

Scientists say that the growing trends of consumerism will adversely affect the Earth and might cause big problems like climate change (which may not be reversible). We’ve already begun seeing these “changes” happen in different parts of the world. If we don’t act consciously, the consequences will be disastrous.

So, companies need to take the environmental effects of their business seriously and change how they do business if needed. More and more consumers are concerned about commerce sustainability and protecting the environment when they decide what to buy. So, using sustainable methods can set a business apart from others and bring in customers who care about sustainability. Building and running a sustainable business today helps it grow and makes people think better of the brand. This means sustainability is also good for business.

Let’s take a look at some online brands that have already started their sustainable journeys and are nailing it.

Allbirds is a popular footwear brand. Their sustainable initiatives include:

Estée Lauder is a trusted makeup, skincare, and fragrance brand. Their sustainable initiatives include:

Blueland is a cleaning and hygiene brand. Their sustainable initiatives include:

There’s so much being spoken about the importance of sustainability but not so much about how businesses can actually contribute to a greener tomorrow. In this section, we’ve listed down some best practices you and your business can adopt to merge eCommerce and commerce sustainability.

Scaling sustainable commerce isn't just about policy; it's about using smart tech to reduce waste at the source.

By verifying intent via OTP or offering incentives for prepaid orders, brands prevent high-emission return trips. Learn more in ourguide to reducing RTO.

Sustainable commerce is not just an ethical imperative—it is a strategic growth lever. GoKwik helps D2C brands align profitability with sustainability by reducing the single biggest source of eCommerce waste: failed deliveries. With AI-powered RTO management, every shipment that reaches the right customer the first time is a win for your bottom line and the planet.

GoKwik’s Kwik Checkout ensures precise addressing and frictionless payment for reducing returns, cutting unnecessary logistics trips, and helping brands build commerce sustainability into their operations without adding complexity. For brands building with sustainable commerce in mind, smarter checkout is where the journey begins.

The younger generation is already voting with their wallets for brands that reflect their values. GoKwik gives your brand the tools to meet them there: operationally efficient, conversion-optimised, and aligned with the principles of sustainable commerce that define the future of retail.

Sign up for a demo with GoKwik and start building sustainably today.

The three pillars of sustainability are the environment, the society, and the economy. The environmental aspect concentrates on sustainable practices within the business, while the societal aspect emphasises relationships with stakeholders and employees and the economic aspect centers on the financial performance of the business.

Green eCommerce refers to online shopping practices that prioritise environmental sustainability, such as using eco-friendly packaging and promoting products with minimal environmental impact.

ESG in eCommerce stands for Environmental, Social, and Governance criteria. It refers to evaluating a company's performance and impact in these areas, including its environmental sustainability practices.

The core principles include minimizing environmental impact, promoting social responsibility, and ensuring economic viability. This involves lifecycle thinking, from ethical sourcing and efficient production to waste reduction and responsible disposal, balancing profit with planet and people.

The 5 stages typically include: 1) Compliance (following laws), 2) Efficiency (cutting waste to save money), 3) Integration (embedding sustainability into core strategy), 4) Transformation (innovating new sustainable models), and 5) System Change (redefining the industry standards).