The Rise of Ethical Ecommerce & How to Appeal to Conscious Consumers
For the last 12 years, I’ve been deep in the world of fashion, beauty, and consumer tech – industries that thrive on an endless cycle of new trends, seasonal must-haves, and the relentless pressure to sell more, more, more.
The chase for year-on-year growth has fuelled a culture of overconsumption, where products are made fast, bought faster, and discarded just as quickly. But something big is shifting. Consumers are waking up. They’re questioning where their products come from, how they’re made, and whether they really need to buy in the first place.
If you’re running an ecommerce business, ignoring this shift isn’t an option – it’s time to rethink what success really looks like.
The Problem with Constant Growth & Overconsumption
For years, businesses have been obsessed with the idea that success means selling more and growing every year. But at what cost? This mindset fuels overconsumption, waste, and an unsustainable demand for resources. In reality, we don’t need as much as we buy. Fast fashion alone contributes to 92 million tonnes of textile waste annually, and less than 1% of clothing is recycled into new garments.
Consumers are waking up to this issue. A 2023 Nielsen study found that 73% of global consumers are willing to change their consumption habits to reduce environmental impact. If businesses want to build long-term loyalty, they need to shift away from mindless growth and towards sustainable, conscious retail.
Ethical Supply Chains: Beyond the Product
It’s not just about what you sell – it’s about how it’s made and where it comes from. If you want to run an ethical ecommerce store, you need to scrutinise your entire supply chain:
Sustainable Sourcing: Are your materials ethically produced? Look for Fair Trade certifications, organic materials, and transparency from suppliers.
Eco-Friendly Manufacturing: Avoid high-polluting production methods. Brands like Allbirds have set the bar high with carbon-neutral wool runners (I just wish I liked the look of them).
Ethical Labour Practices: Consumers care about who made their products. Recent studies indicate that consumers are increasingly considering how companies treat their employees when making purchasing decisions.
Allbirds Wool Running Shoes.
Ethical Shopify Apps & Services:
Going green doesn’t have to be complicated. These tools and services can help:
Bike Delivery Services: Swap traditional couriers for emission-free alternatives like Pedal Me.
Recycled Packaging: Ditch plastic and opt for noissue or EcoEnclose packaging.
Carbon Offsetting & Tree Planting: Integrate apps like Greenspark to help contribute to global reforestation & plastic cleanup projects.
Sustainable Shipping Choices: Shopify’s Planet app helps merchants provide carbon-neutral deliveries.
Greenspark.
Brands Leading the Way in Ethical Ecommerce
Some companies are setting the gold standard for ethical retail:
Patagonia: Champions of the ‘buy less, buy better’ movement, offering repairs and second-hand resales.
Veja: Ethical trainers using organic cotton, wild rubber, and fair trade production.
Wolf & Badger: A marketplace that only stocks independent ethical brands.
Who Gives A Crap: A toilet paper brand donating 50% of profits to sanitation projects while using 100% recycled materials.
Pangaia: Creating eco-friendly clothing from seaweed fibre and biodegradable dyes.
Patagonia.
Why Consumers Are Making the Shift
The ethical consumer movement isn’t just a trend; it’s a fundamental change in how people shop.
85% of consumers say they have shifted to making more sustainable purchases in the last five years (Capgemini, 2023).
Gen Z and Millennials, who make up a large part of online shoppers, prioritise sustainability over price.
With the rise of TikTok and Instagram, brands that ‘greenwash’ get called out quickly, meaning authenticity is key.
The Future of Ethical Ecommerce
So, what’s next? Ethical eCommerce is only going to grow, and forward-thinking businesses should get ahead of the curve. Here’s where the industry could be heading:
Rental & Resale Models: From fashion to electronics, more brands will offer second-hand and rental services.
Hyperlocal Production: On-demand manufacturing closer to consumers will cut emissions and waste.
AI-Driven Sustainability: Smart algorithms will optimise inventory to prevent overproduction.
Community-Led Retail: Brands will connect consumers to sustainable shopping choices, rewarding them for ethical purchases.
What You Can Do Next
If you’re an eCommerce store owner, now’s the time to act:
Audit your supply chain – where can you make improvements?
Switch to sustainable packaging – it’s one of the easiest changes to make.
Integrate a tree-planting or carbon offset app – consumers love to see the impact.
Educate your audience – transparency builds trust.
The future of eCommerce isn’t just about selling more. It’s about selling better.
Businesses that embrace ethical commerce now may be the ones still standing in 10 years’ time!