Research has substantiated that the most valuable e-shoppers are also the ones most committed to sustainability, aligning with a trend where consumers, in general, increasingly prioritise eco-awareness.
According to data provided by ESW, a global direct-to-consumer e-commerce specialist, the consumer cohorts with the highest spending, including the younger demographics such as Millennials and Gen Z, are notably influenced by sustainability factors when making online purchases.
In a study of more than 16,000 shoppers from 16 nations, ESW found that 83 per cent consider sustainability when purchasing.
Cross-border e-shoppers spend 4 per cent more online on average than domestic shoppers across all product categories on average – reaching 91 per cent.
According to ESW, all age groups exhibit a focus on eco-consciousness, but the influence of sustainability features on younger demographics is particularly noteworthy. This influence holds significance not only in the present but also in the future as these shoppers gain more purchasing power.
ESW further highlighted that when targeting cross-border sales, markets with a higher proportion of young shoppers demonstrate a greater emphasis on sustainability criteria during their purchase considerations. Notably, India (98 per cent), China (94 per cent), UAE (94 per cent), and Mexico (93 per cent) are among the leading countries in this regard.
Across various product categories, sustainability considerations rank high among specific luxury shoppers (93 per cent), followed by beauty shoppers (87 per cent), consumer electronics (87 per cent), and apparel (84 per cent). In terms of specific preferences, customers express a desire for environmentally-friendly packaging options (46 per cent), sustainable shipping methods (43 per cent), reduced overall packaging (42 per cent), and eco-friendly delivery choices (35 per cent).
