Does Sustainable Shipping Matter to Ecommerce Customers Enough to Affect Buying Behavior?

Key takeaways

• Sustainable shipping still influences buying behavior. While not every shopper prioritizes it, a meaningful share of ecommerce customers actively factor sustainable delivery into where and how often they buy.
• Younger consumers are driving demand for eco friendly shipping. Millennials and Gen Z are more likely to notice, value, and act on sustainable ecommerce practices, making them a critical audience for long-term growth.
• Sustainable delivery is an operational advantage, not just a brand statement. Fewer shipments, shorter distances, and fewer errors reduce emissions while also lowering costs and improving customer experience.
• Eco friendly ecommerce works best when customers can participate. Giving shoppers clear, optional choices helps turn sustainability from a behind-the-scenes effort into a shared value

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Is environmental sustainability still an urgent consideration for ecommerce customers in 2026? Yes, many buyers continue to assume personal responsibility for improving environmental conditions and hold businesses to high standards for sustainable practices.

As ecommerce businesses vie for market share in a post-COVID return to slower growth, it’s critical to understand consumer preferences. Descartes recently conducted a consumer sentiment study to help businesses gain a practical, comprehensive view of the state of ecommerce and home delivery performance.

In this study, Descartes surveyed over 8,000 ecommerce consumers in North America and Europe to quantify how consumers feel about home delivery practices, including sustainable delivery, and how those feelings affect their decisions. We will reference this study throughout the article.

 Are consumers still highly interested in eco-friendly shipping?

Ecommerce brands, especially those competing with Amazon, often mistakenly assume that all consumers will prefer the fastest delivery option. Do many online shoppers still care about environmental impact more than delivery speed? Yes. In response to the survey:

13% of overall consumers indicated that they prefer “the most environmentally friendly delivery option. Speed is less important.”¹

(Descartes 2025)

14% of survey respondents under age 35 indicated that environmentally friendly delivery was more important than speed, compared to 10% of over 65s.

Clearly, shopping at environmentally responsible businesses still matters to consumers, but does it matter enough to change the way they shop?

 

Concern about sustainable delivery affects buying behavior.

Survey results and industry trends show that consumers value sustainability. How does that value translate to buying behavior?

9% of consumers indicated that if deliveries are not environmentally friendly, it would put them off making more purchases online in the future.¹

(Descartes 2025)

It’s noteworthy that 13% of survey respondents under age 35 indicated environmentally friendly delivery as an influencing factor. Consumers aged 18–35 are the demographic that has increased online spending amidst the general slowdown. “Over 43% of under 35s increased their spending year on year, compared with only 32% of over 65s.”

Because a significant percentage of ecommerce consumers still factor sustainable delivery when making purchasing decisions, ecommerce businesses may benefit from embracing eco-friendly practices.

 

What demographic is most interested in sustainable shipping?

As businesses develop a strategy that includes eco-friendly ecommerce, leaders may wonder which demographic to target with sustainable delivery options. For example, do Gen Z shoppers care about sustainability more than Baby Boomers?

Older Gen Z and younger Millennial consumers care more about sustainable delivery than any other age demographic.

• 40% of respondents under age 35 are interested in environmentally friendly delivery options.
• Only 23% of respondents over 65 indicated interest in environmentally friendly delivery options.¹

(Descartes 2025)

When marketing sustainable delivery options, target Millennials and Gen Zers. Not only do these generations pay more attention to environmental issues than older generations, but they also take greater personal responsibility for making eco-friendly choices.

According to Pew Research, “…when it comes to climate activism, Gen Zers and Millennials are more likely than Gen X and Baby Boomer and older adults to have taken action to address climate change through participation in a range of activities.”

 

Will consumers opt for slower, environmentally friendly deliveries?

Intelligence-driven delivery route optimization allows online sellers and carriers to consolidate multiple shipments into a single delivery, reducing emissions and carbon footprints within delivery services. But are consumers willing to wait longer for deliveries? Yes.

Almost two fifths (38%) of overall consumers are interested in combining all orders over a period into a single delivery at the end of the week, while 37% would be interested in combining all orders over a period for a single delivery when there are multiple deliveries in their area.¹

(Descartes 2025)

Which demographic is most willing to wait? Again, younger generations are even more interested in these services: options appealed to 45% of under 35s compared to just 25% of over 65s.¹ (Descartes 2025)

 

What can ecommerce businesses do to improve sustainability?

Ecommerce businesses can make meaningful sustainability gains in home delivery by focusing on fewer shipments, smarter routing, and efficient operations. Improving sustainability in home delivery is less about grand gestures (like purchasing carbon offset credits) and more about operational discipline. When inventory is accurate, orders are fulfilled correctly, and waste is minimized, sustainability follows naturally.

Here are several win-win, eco-friendly initiatives to consider:

Reduce the number of deliveries per order

Fewer deliveries almost always mean lower emissions. Route optimization significantly cuts fuel costs while minimizing emissions, allowing companies to offer delivery slots that are both green and lower cost¹ (Descartes 2025).

• Encourage order consolidation by offering an eco-friendly “consolidated delivery” option at checkout.

• Use order cut-off logic to avoid splitting orders unnecessarily across warehouses or carriers.

• Prevent partial shipments unless the customer explicitly chooses them.

Win-win: Not only does this reduce your company’s carbon footprint and costs, but it gives eco-conscious customers an opportunity to actively participate in making a “green” choice.

Note: Accurate inventory visibility is critical here. If your online store inventory is unreliable, systems will default to splitting orders to “be safe,” which increases packaging and transport emissions.

Ship from the closest viable location

Distance matters more than speed when it comes to emissions. Consolidating deliveries to a specific area to reduce miles traveled or offering free ‘green’ deliveries when a delivery is already booked to a neighboring address improves delivery density and lowers the number of miles driven¹ (Descartes 2025).

• Use intelligent order routing to ship from the closest warehouse or fulfillment node with available stock.

• Avoid cross-country or cross-border shipping when regional inventory is available.

• As you scale, regional distribution points can significantly reduce last-mile impact.

Win-win: This eco-friendly shipping strategy also reduces shipping costs and delivery time.

Note: This only works when inventory accuracy is high across locations. Otherwise, misrouting leads to re-shipments and returns, which double the environmental cost.

Switch to eco-friendly packaging

Choose compostable or recyclable materials made from sustainably-sourced materials. 

• Recycled post-consumer cardboard cartons and paper
• Recyclable cardboard hangers for clothing
• Plant-based, compostable plastic bags and packing peanuts
• Stone paper, made from sustainable limestone
• Glass and aluminum product packaging
• Recyclable paper cartons for liquid products

Win-win: Besides the environmental impact, this is a visible, tangible way your company can show eco-conscious customers that you’re committed to sustainability.

Note: For inspiration, see 7 Brands Who Have Embraced Eco-Friendly Packaging

Optimize packaging size, not just materials

Sustainable packaging is about right-sizing first, materials second.

• Use right-sized cartons to reduce air shipped inside boxes.

• Avoid defaulting to oversized packaging “just in case” or because you ran out of smaller cartons.

• Reduce void fill by improving pack station workflows and carton selection rules.

Win-win: Smaller, denser parcels lower emissions per delivery and allow carriers to load vehicles more efficiently. And smaller packages reduce shipping costs both generally and specifically, sometimes eligible for extra discounts through USPS Cubic Rate Shipping.

Cut returns through accuracy and visibility

Returns are one of the biggest hidden sustainability drains in ecommerce, and they pose a significant problem. “66% of online consumers have experienced a delivery issue that could have necessitated a return, such as damage or the product arriving too late” (Descartes 2025). How can ecommerce brands reduce the number of returns?

• Improve pick accuracy so customers receive the correct items first time.

• Provide clearer delivery expectations with branded tracking to reduce failed delivery attempts.

• Use data to identify SKUs with high return rates and address root causes.

Win-win: Every avoided return saves two trips: outbound and inbound. Reducing the number of returns not only helps the environment but also prevents customer disappointment and lowers operational costs.

Use systems to eliminate wasteful errors

Error-prone, slow fulfillment often inadvertently increases emissions and waste when orders miss the promised delivery window. When packages arrive late or at an unexpected time, the first delivery attempt may fail, causing the delivery driver to make multiple trips. How prevalent is this problem?

The top two delivery issues cited by under 35s were late arrival (26% compared to 19% for over 65s and 22% overall) and delivery arriving at a different time than expected (25% compared to 16% for over 65s and 20% overall) (Descartes 2025).

How can ecommerce brands prevent repeat delivery attempts and their negative enviornmental impact?

• Reduce failed deliveries by improving address validation and preventing mis-ships with shipping software.
• Use your warehouse management system to ensure items are picked, packed, and dispatched correctly the first time.
• Fewer errors mean fewer re-shipments, fewer customer service interventions, and less waste overall.

Sustainable home delivery is a byproduct of well-run operations.

Simplify eco-friendly ecommerce with Descartes

Like you, Descartes is committed to sustainable supply chain and logistics practices. We offer integrated software solutions to help your company increase efficiency, reduce waste, and operate responsibly.

• Consolidate shipments and select eco-friendly services with multi-carrier shipping software
• Prevent overselling and stock the right locations with inventory management solutions
• Eliminate errors, increase efficiency, and prevent re-shipments with warehouse management systems
• Orchestrate multichannel listings and logistics with an all-in-one ecommerce operations platform
• Shorten transit distance and reduce carbon emissions with route planning software

Sustainable shipping FAQs

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        "@type": "Answer",
        "text": "Many customers still prioritize cost, but expectations are evolving. Increasingly, shoppers appreciate transparency and choice. Offering an eco friendly shipping option, even if it is not the default, allows customers to align delivery with their values without forcing trade-offs."
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        "@type": "Answer",
        "text": "Yes. As environmental awareness increases and younger buyers gain more purchasing power, expectations around eco friendly ecommerce are likely to rise. Businesses that invest in sustainable delivery now are better positioned to adapt without disruption later."
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Reference: ¹ Descartes. (2025) How Smarter Home Delivery Wins Younger Consumers as Online Buying Slows https://engage.descartes.com/descartes-insights/items/wp-2025-ecommerce-and-home-delivery-consumer-sentiment-study