ecommerce must be green

The ecological footprint of digital is a growing concern in all digital companies, starting with e-commerce, which must be more sober, more sustainable and green. Here’s why and how…

By Nicholas Mouret, CEO and Co-Founder of Greenmetrics

Forty years have passed since the beginning of online commerce, and it was in the 2000s that it became ubiquitous in our shopping habits. Today, it represents an essential component of the business of retailers who want to meet consumer expectations and remain competitive. Each year, over 27,000 e-commerce sites launch this way. With an impact on our lives, but also on the environment.

First, by quantity: driven by the health crisis and the democratization of the Internet, the number of websites has exploded in recent years in France. In particular those dedicated to individuals, which are already more than 200 thousand referenced by Fevad (2021 figures, +11% compared to 2020).

Then for its content: the main trends of 2022 (live, social and voice shopping, increased volume of mobile purchases, video appeal, excess of images, etc.) have major consequences on its environmental balances. And if there is a general awareness of the dangers, few professionals realize today that the big winners of tomorrow will be among the creators of a more sustainable and sober online commerce🇧🇷 This is the development desired by cybershoppers, as 80% of them are more loyal to brands that make strong commitments against digital pollution.

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Interfaces to “clean”

It is a fact that digital technology pollutes, as it already represents 4% of GHG emissions per year. The web interfaces, due to their design, their weight, the interactions provoked by the buyers, the languages ​​used, the accommodation and the amount of information exposed are very transmitting. But this is not inevitable. And greening your site has no negative impact on your performance and turnover, quite the contrary.

Let’s take the example of the weight of pages that quadrupled in 15 years. It is the realm of infobesity, with more and more images, videos and elements weighing on the balance sheet, while 45% of the resources offered will never be used. We can see that putting sobriety in its design, with more complete and clear information, has the effect not only of limiting interactions with a server that spends a lot of energy every time it is loaded, but also of capturing the attention of buyers, which benefits it. of optimized customer journeys. But it’s worth it, because in e-commerce the user’s attention drops on average after eight seconds, and one second of waiting drops the conversion rate to –20%. Improving the customer experience by brightening and simplifying pages is therefore profitable!

Another decision with no impact on turnover, the choice of local accommodation prevents us from having to send information to the other side of the world. And all the better if the host uses renewable energies.

betting on dice

Finally, let’s not forget that today we have metrics to determine the sources of pollution in everyday life. The analysis of these data is central in the struggle to reduce the carbon footprint and in the eco-design of sites.

Eventually with the promise of perhaps a seal, but above all a stronger federation of buyers, and a more commercially efficient website, which reduces your bounce rates and optimizes traffic. So while website redesign and eco-design remain the exceptions in retail, we expect them to quickly become the norm.

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