In November of this year, FEVAD (Federation of E-commerce and Distance Selling) and KPMG, an auditing and consulting firm, published a study entitled “E-commerce and CSR, The Green Deal ”, Which deals with the perspectives and challenges of corporate social responsibility in 2020.

While the notion of corporate social responsibility is often synonymous with regulatory constraints for most e-commerce companies, players in the sector are beginning to understand the value of an approach that aims to take societal challenges into account, and particularly environmental, from the beginning of the century. Offering “eco-responsible” products, for example, is becoming a way of standing out and above all of meeting the expectations of current customers.

So, are we witnessing the beginnings of a “Green Deal” for e-commerce, heralding a more responsible and more united online economy? This is what we will see in this article, through a synthesis of the aforementioned study,

Which will include the following points:

1- The notion of social responsibility becomes essential for online shoppers

2- The current reality of CSR in the French e-commerce sector

3- CSR challenges for e-commerce in 2020: the green deal

1- The notion of social responsibility becomes essential for online shoppers
The study carried out jointly by FEVAD and KPMG is clear on this subject: French online buyers take the notion of CSR seriously. Thus, we note that more than 70% of them favor websites that pride themselves on having a responsible approach, Latvia Phone Number List group their orders to limit the impact of deliveries, and sort the packaging of their orders, or even reuse them.

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We also note that 45% of e-buyers have already ordered on the internet an item that comes from the so-called “circular” economy, that is to say a reconditioned, recycled or second-hand product.

According to Marc Lolivier, general delegate of FEVAD, all the studies show that consumers are increasingly sensitive to CSR practices.

The e-commerce sites have therefore decided to make CSR a major axis of their commercial strategy for the years to come.

The approach of consumers online is changing. After the organic phenomenon that appeared ten years ago, other expectations motivate online buyers, such as the concept of “zero waste”.

Use of recyclable materials for packaging

Use of recyclable materials for packaging, reduction of the size of packaging, grouping of orders, delivery by means of electric vehicles, etc. : it’s a new environmental awareness that is taking hold in the minds of French consumers, and the trend seems to be sustainable.

However, the study clearly shows that the quality / price ratio remains the most important element of the act of purchase.

For example, nearly ¾ of online shoppers who have purchased recycled products do so mainly for financial reasons, and only 44% of people who voluntarily reduce their consumption do so for environmental reasons.

So if it is true that societal and environmental issues are of increasing interest to the French, the price remains the decisive criterion when it comes to an online purchase.

Among 5 major criteria used to rate e-commerce sites, as part of a 2019 Médiamétrie study, which are: the quality / price ratio, the choice of products, the operation of the site, customer service, and social responsibility, the latter coming last in terms of importance, with only 14% of respondents considering it to be one of two of the most important criteria.

In summary, the importance of CSR awareness (more eco-responsible) is gaining ground among all the factors taken into account by consumers when making an online purchase, but the price and quality of the product remain the elements. essential factors that determine the buyer’s choice.

2- The current reality of CSR in the French e-commerce sector
As we said in the introduction, the implementation of a CSR approach now goes beyond the obligations related to the regulations in force. Aware of the requirements expressed by customers, employees and partners, e-commerce players are now using this concept of CSR in their communication and marketing strategy.

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