Sustainable ecommerce: why green credentials can supercharge ecommerce sales

Sustainability is no longer a niche concern – 73% of global consumers are willing to change their purchasing habits to reduce their environmental impact (Nielsen). In fact, sustainability is actually a positive way to leverage additional sales and brand loyalty leading to an increase in LTV. 

Shoppers increasingly prefer brands that align with their values, making sustainability a competitive advantage. PwC’s 2024 Voice of the Consumer Survey found that consumers are willing to spend an average of 9.7% more on sustainably produced or sourced goods, even amid cost-of-living and inflation concerns.

Consumers are actively seeking brands that offer eco-friendly products, sustainable packaging, and if your product range isn’t eco-friendly, transparent green business practices to compensate – and they’re rewarding them with their wallets.

For ecommerce brands, this represents a major opportunity to build trust and drive sales. A topic we discussed on a recent webinar

The Green Advantage: How Sustainability Boosts eCommerce Success. Watch the full recording here.

Every March is B Corp Month, a global celebration of businesses that balance purpose and profit. As a B Corp certified company, we’re always keen to highlight the positive impact of green business practices on online retail.

In this article, we explore:

• why sustainability matters in ecommerce
• how it influences purchasing behaviour
• the practical steps you can take to leverage it for growth

Sustainability: good for the planet, good for business

Sustainability isn’t just about doing what’s right for the environment – it’s a powerful growth driver for businesses. As consumer demand for eco-conscious brands increases, companies that integrate sustainable practices into their operations are seeing real financial benefits.

The data proves it: NYU Stern’s Center for Sustainable Business found that products marketed as sustainable accounted for nearly a third of total growth in consumer packaged goods, despite making up less than 20% of the market. This means that sustainable products are not only gaining popularity, but are also driving disproportionate market expansion.

For ecommerce brands, this presents a major opportunity. Companies that prioritise sustainability – whether through responsible product type, sourcing, eco-conscious packaging, or carbon-neutral logistics – are earning customer trust and standing out from the crowd.

Here’s why prioritising sustainability can give your ecommerce business a competitive advantage:

Consumer demand for sustainability

Global searches for sustainable products surged by 130% between 2017 and 2022, highlighting a clear rise in demand for eco-friendly alternatives. For ecommerce brands, this shift presents a major opportunity – not just to meet sustainability expectations, but to attract and retain a loyal customer base.

Transparency, and authenticity however, are key. Consumers are more likely to purchase from brands that openly share how their products are sourced, manufactured, and packaged. Businesses that showcase their sustainability efforts – whether through certifications, ethical commitments, or responsible supply chains – build trust and drive conversions.

Beyond purchasing behaviour, sustainability strengthens brand loyalty. With 36% of consumers wanting brands to take a stand on climate change, companies that actively communicate their eco-friendly commitments foster deeper customer relationships and long-term advocacy. Clear, authentic messaging around sustainability doesn’t just attract shoppers – it turns them into brand advocates.

Competitive differentiation: standing out with sustainability

As eco-conscious shopping grows, sustainability is becoming a key way for ecommerce brands to differentiate themselves. Beyond price and convenience, businesses that embed sustainability into their operations can carve out a unique position in the market.

The numbers prove it: products marketed as sustainable are growing 2.7 times faster than conventional alternatives. Brands like LUSH, Ecotricity, and Patagonia have built multi-million-pound businesses by making sustainability a core part of their identity, not just a marketing afterthought. Their success highlights a key takeaway – sustainability isn’t just an ethical stance; it’s a powerful driver of customer loyalty and long-term growth.

SEO and online visibility: why sustainability helps you rank higher

While Google doesn’t directly rank sustainable websites more favourably, eco-friendly and ethical business practices can improve SEO through engagement, backlinks, and user experience. Here’s how:

• Earn high-quality backlinks and authority – publishing sustainability content can attract links from authoritative sources like environmental organisations and media, boosting domain authority
• Increase engagement – shoppers dwell longer on brand sites that align with their values, reducing bounce rates and boosting SEO signals
• Rank for high-intent keywords – consumers are actively searching for eco-friendly alternatives, using terms like “sustainable fashion” and “plastic-free packaging” Optimising for these queries can increase organic traffic from shoppers ready to buy
• Improve site speed and UX – Google favours fast, mobile-friendly websites. Green hosting, compressed images, and fast-loading enhance both SEO and sustainability.

For ecommerce brands, integrating sustainability into your digital strategy isn’t just ethical – it’s a proven way to increase visibility, trust, and conversions.

Regulatory pressures: why sustainability is no longer optional

Governments worldwide are tightening sustainability regulations, from plastic packaging bans to stricter carbon reporting requirements. In the EU, the Corporate Sustainability Reporting Directive (CSRD) now requires businesses to disclose their environmental impact, while in the UK, Extended Producer Responsibility (EPR) regulations are increasing accountability for packaging waste.

Ecommerce brands that fail to adapt may face compliance challenges, fines, or reputational risks – particularly as consumers become more aware of corporate sustainability policies. Proactively integrating eco-friendly practices, such as reducing plastic use, improving supply chain transparency, and investing in carbon reduction strategies, will not only ensure compliance but also future-proof businesses against evolving global regulations.

Brands that adapt now won’t just avoid compliance risks – they’ll future-proof their business while aligning with evolving consumer values.

Building trust: how VA Fabrics created a sustainability-driven brand

Sustainability isn’t just about materials or packaging – it’s about shaping a brand with purpose. As we know, consumers today don’t just buy products; they buy into brands that align with their values.

For SMEs, going green can feel overwhelming, but Vanessa Arbuthnott, founder of VA Fabrics has seen firsthand how integrating sustainability into her business model has shaped both brand perception and revenue growth.

Vanessa joined us as a webinar guest, she says:

“Sustainability isn’t just a trend – it’s a core value that shapes everything we do. It’s incredibly rewarding to see how it enhances our brand’s reputation while making a positive impact on the world.”

By focusing on ethical sourcing, organic materials, and local suppliers, VA Fabrics has attracted eco-conscious customers while strengthening brand loyalty. Vanessa explains:

“As demand for eco-friendly products rises, customers are willing to invest in high-quality, responsibly sourced fabrics. Additionally, green credentials open doors to partnerships, and collaborations with like-minded businesses, further strengthening revenue streams.”

Vanessa emphasises that sustainability doesn’t have to be all or nothing:

“We encourage a ‘make do and mend’ philosophy, inspiring customers to reuse and recycle materials. By sharing ideas for home projects and upcycling, we aim to foster a culture of sustainability and resourcefulness.”

Vanessa emphasises that incremental steps – like switching to organic materials, reducing waste, or choosing responsible suppliers – help SMEs build trust and long-term success.

How to leverage green credentials for more sales

A key element of our webinar, The Green Advantage: How Sustainability Boosts eCommerce Success was designed to demonstrate how brands can use their sustainable strategy for business growth. Watch it now.

Here are five ways to integrate green credentials into your business and drive sales:

• Be transparent about sourcing – consumers want to know where products come from. Clearly display your materials, sourcing, and supply chain practices on your website to build trust and differentiate your brand
• Offer sustainable packaging and carbon-neutral shipping – reduce waste with biodegradable, compostable, or recyclable packaging. Partner with green logistics providers or offer carbon offset options at checkout to appeal to eco-conscious shoppers
• Get certified for credibility – eco-labels like FSC, Fair Trade, B Corp, and CarbonNeutral® provide third-party verification that reassures consumers. Featuring sustainability certifications can help to reduce cart abandonment and increase trust
• Showcase sustainability initiatives – consumers support brands that give back. Highlight contributions to tree-planting, carbon offset programs, or wildlife conservation in your brand story, product pages, and checkout process to foster loyalty
• Avoid greenwashing – be data-driven – vague sustainability claims can backfire. Back up eco-friendly efforts with data, reports, and certifications. Regularly share updates on your sustainability progress to maintain credibility

By making sustainability a core part of your brand message – and proving it with transparency – you’ll build trust, boost sales, and foster long-term customer loyalty.

The role of technology in sustainability

Sustainability isn’t just about what you sell – it’s also about how you operate. Even if your business doesn’t sell eco-friendly products, you can still reduce your carbon footprint and offer customers the option to shop more sustainably.

Carbon Checkout is a web application that integrates directly into ecommerce stores, allowing customers to offset the carbon footprint of their purchases at checkout. Contributions are pooled into sustainability projects like reforestation, ocean conservation, and renewable energy.

Colby Self, founder of Carbon Checkout, shares how this green-tech can help businesses offset their environmental impact:

“Consumers want to make responsible choices. By integrating carbon offset options at checkout, brands can enhance their reputation, increase conversions, and offer a seamless way to shop sustainably – without major operational changes.”

How Carbon Checkout works

With Carbon Checkout, businesses can:

• Embed carbon offset options at checkout
• Allow customers to contribute to verified environmental projects
• Strengthen brand reputation with an easy, transparent sustainability feature

For businesses, this is a simple yet effective way to align with sustainability trends, build trust, and stand out – without changing their product line.

The future of ecommerce with green design

Sustainability isn’t just about how or where you make your products or how you package them – your website has an environmental impact too. The internet is responsible for 3.7% of global emissions – more than the entire aviation industry The energy consumption of data centres, hosting, and high-traffic interactions is significant, so businesses must consider how to reduce the carbon footprint of their digital storefronts while maintaining performance.

As a recent B Corp Certified organisation, we always highlight the importance of ‘green’ web design, how simple changes can reduce energy waste while improving UX and SEO and how SOZO employs practical ways to integrate sustainability into our clients’ website projects and our own recent relaunch including:

• Eco-friendly hosting – using renewable energy-powered providers or optimising server efficiency
• Website speed & efficiency – compressing images, reducing unnecessary code, and improving load times
• Energy-saving features – like introducing an eco-mode toggle to minimise power usage while browsing

Final thoughts: the future is green

Sustainability isn’t just an ethical choice – it’s a powerful growth strategy. Consumers are prioritising brands that align with their values, and companies that embrace sustainability are seeing stronger loyalty, improved brand reputation, and long-term profitability.

The numbers don’t lie:

• 55% of consumers are willing to pay more for sustainable products (Nielsen).
• Sustainable products are growing 2.7x faster than non-sustainable ones (The RoundUp).

Sustainability is shaping the future of ecommerce – businesses that act now will lead, while those that delay risk falling behind.

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