Can e-commerce be a responsible and efficient digital?

At a time of ecological and energy transition, the digital sector is facing new challenges. More sober, more inclusive, more sustainable are important issues today. What about e-commerce? How to combine responsible digital and performance? How to optimize digital journeys?

We addressed these issues during a dedicated webinar with Ronan Robe, COO and co-founder of fruggr, a French start-up that allows you to manage your digital performance, measure and reduce your footprint, and Margaux Ricard, marketing and communication manager at Body Nature, French brand and distributor of wellness, cosmetics and cleaning products.

What is responsible digital?

Responsible Digital is an approach that aims to improve the ecological, economic and social footprint of digital technology. The idea is not to stop using the technologies that allow us to carry out our activities, but to adopt a responsible conception of digital services. Concretely it is:

  • Limit the impacts and consumption of digital tools,
  • develop service offerings that are accessible to all, inclusive and sustainable,
  • adopt ethical and responsible digital practices,
  • make the digital measurable, transparent and readable.

Why and how to start a responsible digital approach?

If the issue of environmental impact is not new, its application to digital activities is increasingly being considered by companies, consumers and public authorities. Initiating a responsible digital approach allows, in particular, to improve CSR performance (carbon footprint reduction, etc.), federate and give meaning to a team and a company.

Digital sobriety can raise concerns: How will it affect e-commerce site functionality? Will digital needs be taken into account? The objective of such a project is precisely to continue meeting the needs of users by reducing the consumption of IT resources. When embarking on a responsible digital approach, it’s important to engage the various stakeholders that will be affected by the project to ask the right questions and find the right compromises.

The 3 U rule:

3 questions to ask yourself when evaluating digital assets

  • Useful: Is the resource useful? Does it meet a real need or user expectation?
  • Used: If it fulfills a need, will the resource actually be used? Analytical data can be helpful in assessing the importance of a feature.
  • Usable: Can the resource be used by all target users?

What key performance indicators to watch?

In a responsible digital project, the classic e-commerce specific KPIs remain unchanged. Commerce and business criteria do not oppose the performance of a responsible digital approach that takes into account new criteria such as: carbon footprint, accessibility, usability, inclusion, diversity, etc.

Alongside these responsible digital criteria, we can observe reductions in hosting costs linked to data storage and maintenance management, an optimization of the customer journey and the purchase tunnel, in particular thanks to better loading, etc.

As part of a responsible digital approach, economic development must not harm the environment and vice versa. To learn more about responsible digital, its transposition to e-commerce and Body Nature’s feedback with fruggr, see the replay and presentation below:

See the before/after on the Body Nature website

Watch the webinar replay

Sorry, this content is for members only.

If you are a member, you can access it simply by logging into your MyFEVAD account. If you are not a member and would like information on how to join FEVAD, please do not hesitate to contact us at contact@fevad.com.

Watch the presentation streamed by fruggr:

Sorry, this content is for members only.

If you are a member, you can access it simply by logging into your MyFEVAD account. If you are not a member and would like information on how to join FEVAD, please do not hesitate to contact us at contact@fevad.com.

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