Having been stuck inside for the majority of the past 18 months, many of us have turned to retail therapy from the safety of our sofas. Shopping has shifted back to buying physical items—not experiences—with purchasing done all online. But just how ‘green’ is online shopping? 

Shopping online appears to be positive for the environment on the surface: it reduces car trips and associated carbon emissions. But what about the emissions produced by delivery cars that deliver orders to our homes? 

There has been relatively little research into the effects of internet shopping on transportation networks. However, according to a recent study out of Delaware, the ripple effects of online shopping may exacerbate traffic congestion and transportation-related carbon emissions. According to the study, an increase in the number of home goods purchases increases travel time, traffic delays, and vehicle emissions across the transportation network.

Increased sales and returns

While some studies have linked e-commerce to fewer carbon emissions than traditional retail, other academics have cautioned of the "rebound effect," which occurs when efficiency gains just promote additional demand. GreenStory, a Canadian company that specializes in monitoring and reporting on sustainable enterprises' environmental footprint, discovered some surprising insights about the impact of e-commerce. According to their research, just 6-8 percent of apparel goods purchased in a physical store are returned, compared to a whopping 30 percent of internet orders. This is due to reasons such as ordering numerous sizes and styles to try on at home, as well as the convenience of mailing returns rather than going to a shopping mall. Because the retailer is often unable to resell returns, a frightening 20 percent of these returns end up in landfills. Furthermore, the growing popularity of quick shipping options like next-day delivery has the potential to increase carbon emissions.

So what is the solution?

Lee Chambers, an environmental psychologist, emphasizes the need to rethink our approach to therapy shopping, even when we're not in lockdown. Chambers points out that people who are worried about their lack of control over their surroundings frequently resort to shopping as a coping method, taking advantage of the dopamine rush that comes with buying something new and non-essential. But, according to Lee, "there is rarely any benefit to using purchases to raise our mood," and that we should seek happiness through creation rather than consumption.

Changing our shopping patterns, both online and offline, is clearly the post-pandemic solution. It appears that empowering people to consider the worth of their purchases in new ways is the key. We call ourselves consumers, but could we redefine our worth as better citizens? One thing is certain: shopping is changing as the conveyor belt ultimately slows and alters.

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