GUEST ARTICLE
This article has been provided by Ecommerce Europe’s National Association: The Chamber of Digital Economy (Poland)
As economic uncertainty and inflation shape consumer behavior, Polish shoppers are increasingly valuing socially responsible development. According to the latest report by the Chamber of Digital Economy, “Sustainable E-Commerce,” awareness of ecological and ethical aspects in online shopping continues to grow despite challenging market conditions. Consumers are looking to e-businesses for guidance and support in making sustainable choices. This raises a critical question: Will the e-commerce industry rise to meet this demand and unlock the potential of responsible consumers?
Challenges in Achieving Green Goals
In a pragmatic society like Poland, adopting ecological and socially responsible practices faces hurdles. Distractions such as the COVID-19 pandemic, rising inflation, and the war in Ukraine have shifted consumer focus to immediate needs. Recent data shows that only 71% of respondents view their financial situation positively, compared to 88% last year, with 71% earning under 5,000 PLN per month. These circumstances make it harder for sustainability efforts to gain traction.
Yet, every small step toward responsible development is noteworthy. Consumers continue to make incremental changes, considering sustainability when choosing e-retailers and products.
Shifting Priorities in E-Commerce
While pragmatic factors like promotions, prices, and delivery times remain key, interest in socially responsible and ethical e-commerce practices is rising. For instance:
- 26% of online shoppers value a brand’s purpose and mission (+11 p.p. compared to 2023).
- 25% consider business ethics and certifications (+6 p.p.).
- 24% look at brands’ involvement in socially positive initiatives (+6 p.p.).
When selecting products, aspects like natural composition (26%, +6 p.p.) and local production (23%, +3 p.p.) are increasingly important. Overall, 64% of online shoppers (+4 p.p.) value elements of social responsibility in e-commerce.
E-Commerce’s Role in Sustainability
Consumers expect the e-commerce sector to take responsibility for shaping a sustainable future, alongside governments and organizations. Notably:
- 65% of shoppers (+5 p.p.) consider whether an e-shop operates in a socially responsible manner.
- 63% (+8 p.p.) prioritize eco-friendly packaging.
- 40% (+6 p.p.) are willing to pay extra for sustainable packaging.
Local and seasonal products are also gaining traction, with many consumers associating these choices with higher quality and reduced environmental impact. However, engagement with brand-led social campaigns remains low, signaling a need for e-businesses to integrate sustainability into everyday shopping experiences rather than standalone initiatives.
The Business Case for Green E-Commerce
The data reveals that sustainability-oriented consumers are often frequent online shoppers (5+ times per month) and belong to higher income brackets (7,000+ PLN/month). This group represents a valuable market segment that e-commerce cannot afford to ignore.
A Call to Action
The “Sustainable E-Commerce” report highlights key challenges and opportunities for the digital commerce industry in Poland. It emphasizes the need for greater commitment to sustainable practices, including recommerce, minimalism, and digital sustainability.
As Patrycja Sass-Staniszewska, President of the Chamber of Digital Economy, notes:
“This report is a crucial contribution to shaping the future of e-commerce in Poland. As consumer awareness grows and regulations tighten, the e-commerce sector assumes a new responsibility—not only to sell but also to support sustainable consumer behaviors.”
The full report, supported by Allegro, offers actionable insights for businesses seeking to adapt and thrive in this evolving landscape.
Source: the Chamber of Digital Economy, “Responsible E-Commerce,” 2024. Full report available for members on eizba.pl/en.