How to limit your store’s environmental footprint without falling into greenwashing

Adopting an eco-friendly approach is undoubtedly positive for the environment, but it is also a way to stand out with consumers. However, not everything is black and white. What is good for the environment in one area is not always good in another. This article offers a practical overview of ways to reduce your online store’s environmental impact and the best ways to communicate these efforts sincerely and authentically.

Reducing your online store’s environmental impact through concrete actions

Servers and hosting: an increasingly visible impact

Hosting your ecommerce site on servers is a significant source of CO₂ emissions. Data centers consume vast amounts of energy to operate and stay cool.

Choosing eco-friendly servers is a first step. “Green” hosting providers such as O2Switch or PlanetHoster use renewable energy and offset their carbon emissions.

Practical tip: besides choosing an eco-responsible host, optimise your site (reduce image sizes, limit plugins) to lower energy consumption.

Packaging: using materials more wisely

Packaging is one of the most visible aspects of an online store’s environmental footprint. Customers are increasingly aware of the waste generated by their orders. Use recycled and recyclable materials and reduce over-packaging.

For example, in France alone, 42 million people shop online, averaging one transaction per buyer per week. This generates around 1 billion parcels per year and nearly 1 million tonnes of CO₂ emissions.

Delivery: rethinking speed at all costs

24-hour express delivery is attractive but has a high environmental cost due to route optimisation. To reduce this impact, prioritise green delivery options such as electric vehicles or grouped deliveries.

You can also offer discounts or benefits to customers who choose less polluting delivery methods, such as collection point delivery.

Products: focusing on durability and ethics

Offering durable products is at the core of an eco-responsible approach. As a retailer, research production conditions and material impacts.

Favour products from short supply chains made locally and avoid those generating excessive waste or that are difficult to recycle.

Return management: intelligent reduction

Return policies are key in online store marketing. However, returns carry a considerable environmental cost (transport, repackaging, etc.).

Encourage thoughtful purchases by providing detailed sizing guides, precise descriptions, and accurate product images.

Carbon calculation: a diagnostic to improve

Conducting a carbon footprint assessment of your ecommerce activity is an effective way to identify areas for improvement. Tools like Ecotree also help calculate and offset emissions linked to your ecommerce operations.

How to communicate without falling into greenwashing

Today’s consumers are informed and expect brands to be transparent and honest. Communication about your ecological initiatives must be managed carefully to avoid “virtue signalling” or greenwashing.

Transparency above all

Instead of claiming to be “100% green,” be honest about your actions and the areas where improvement is needed. Explain clearly what measures have been implemented and their concrete impacts. Veja, for example, openly mentions the challenges and limits of its eco-responsible approach.

Avoid vague terms and superlatives

Words like “eco-responsible” or “sustainable” are often overused. Prioritise factual, measurable information.

For example, rather than saying “Our packaging is eco-friendly,” say “Our packaging is made from 70% recycled paper and is 100% recyclable.”

Highlight concrete actions over statements

Consumers value actions over words. Faguo, for example, plants a tree for every product sold and publishes the number of trees planted (over 3 million in France since 2009).

Showcase the initiatives you undertake and the real results you achieve. Concrete numbers speak louder than empty claims.

Involve your community

Rather than simply communicating your actions, engage your customers. Invite them to participate: recycling programs or incentives to choose eco-friendly delivery methods are effective initiatives.

These not only benefit everyone but also strengthen the authenticity of your approach.

Use recognised certifications

To strengthen your credibility, rely on recognised certifications and labels such as B Corp, Ecocert, or the FSC label for packaging. This demonstrates commitment and avoids the impression of greenwashing.

Conclusion

Reducing your online store’s environmental footprint is not just about one-off actions. It is a continuous process. The important thing is to start, even with small steps. You can later integrate these initiatives into a broader, sincere strategy. By communicating your efforts transparently and humbly, you strengthen your customers’ trust and engagement without falling into the trap of virtue signalling.