3 Actionable Case Studies: Sustainable Design for E-commerce Websites

Is your Website a Silent Polluter? The Hidden Cost of E-commerce

The digital world seems, on its face, to reduce carbon emissions when compared to transportation emissions. However, with every click, every page load, every product viewed on your e-commerce site leaves a real-world carbon footprint. Each day this footprint increases.

Most of the time you do not think that your website is contributing to deforestation, overflowing landfills, and a warming planet. But it is.

However, the sustainable design movement is working to transform how websites are built and how businesses operate. Following the principles of this movement helps create a better future for your brand, your customers, and the planet we all share.

What does a Sustainable Website Look Like?

Sustainable web design, as described in previous posts, involves a holistic approach and considers the entire lifecycle of the website. Some items in the approach include:

• Energy Efficiency: Your website should be lean and mean, use optimized images, streamlined code, and green web hosting providers that rely on renewable energy sources.
• Resource Optimization: Choose sustainable fonts, compress files, when possible, and embrace lazy loading to minimize data transfer. Basically, it is about doing more with less.
• Ethical Practices: Transparency is key. Be open about your supply chains, make your website accessible to everyone, and champion sustainable products and services.
• User Experience (UX): Make it easy for customers to find what they need. If you have intuitive navigation and clear calls to action, it will reduce unnecessary clicks and server strain.

Energy Efficiency

Just like anything else electronic, your website consumes energy, which has to come from somewhere. The more energy your website consumes, the greater its carbon footprint. The energy is consumed in data centers and user devices, all of which contribute greenhouse gas emissions and contribute to climate change.

By making energy efficiency a priority, you are not just building a website, you are building a sustainable future for your business and the planet. How do you reduce your energy usage and carbon footprint? Read on to find out some ways to do it.

• Have Streamlined Code:
  • Clean HTML, CSS, and Javascript: Well-organized code, free of unnecessary elements and bloat, reduces file sizes and improves load times. Efficient code helps keep congestion from occurring in your server and browser.
  • Minification and Compression: Shrink code and files without affecting functionality, like packing a suitcase efficiently.
  • Caching: Store frequently accessed data so it does not need to be reloaded every time, reducing server requests. There are two types of caching to be concerned with:
    • Browser Caching: This caching stores static files (images, CSS, and Javascript) locally on the user’s browser so they do not need to be loading again on subsequent visits.
    • Server-side Caching: Frequently accessed data should be cached on the server to reduce database queries and improve response times.
• Have Optimized Images:
  • Properly Format the Images: Use modern image formats (WebP, AVIF) that offer superior compression, while maintaining quality.
  • Resizing and Compression: Have the appropriate image size for different screens and compress them to reduce file sizes.
  • Lazy Loading: Load images only when they’re about to be visible on the user’s screen, improving initial page load times.
• Green Web Hosting:
  • Chose a Host that Uses Renewable Energy: Use a hosting provider that powers its data centers with renewable energy sources like wind or solar, to reduce carbon emissions.
  • Energy-Efficient Infrastructure: Look for hosting providers with energy-efficient servers and cooling systems.
  • Carbon Offsetting: Some hosting providers invest in carbon offsetting projects to compensate for their environmental impact.
• Use a Content Delivery Network (CDNs): CDNs store copies of your website’s content on servers around the world, delivering it to users from the closest location to them, which reduces latency and energy consumption.
• Reduce Third-Party Scripts: Take a look at third party scripts, such as analytics, social media, and image reducers, and ask if they are really needed. Consider replacing those that drain resources.

Why Energy Efficiency Matters

• Reduces your overall Carbon Footprint: By consuming less energy, your website contributes less to greenhouse gas emissions, helping to combat climate change.
• Improves Website Performance: Faster loading times lead to happier users and better search engine rankings.
• Helps your Brand’s Reputation: Showcasing your commitment to sustainability can resonate with eco-conscious consumers and enhance your brand image.

Resource Optimization: Turning your Website into a Lean Machine

Think of a large SUV, it would guzzle fuel, wear out parts faster, and leave a larger footprint. Similarly, a website bloated with unnecessary data and inefficiently used resources consumes more bandwidth, requires more energy to load, and contributes to higher carbon emissions.

Optimizing your website is very similar to the goals of efficiency described above but has a few additions such as:

• Minimizing all File Sizes: Images were discussed in the efficiency section, but there are other files that should be minimized such as:
  • Videos: Optimize videos for the web by using efficient codecs (like H.264, VP9, and AV1) and be sure to compress them to reduce the file sizes. Alternatively, you can host your videos on YouTube or Vimeo to optimize video delivery.
  • Fonts:
    • Limit the number of fonts used: Too many fonts can slow down page loads.
    • Use system fonts or web-safe fonts: These fonts do not require additional downloads, however, there are some that you can download.
    • Subset fonts: Include only the characters that are needed for your website.
• Load your Website Efficiently: Besides lazy loading described above, make sure you only load critical CSS or that CSS is even needed for the initial page load. Also, load non-essential Javascript until after the page has rendered, to prevent it from blocking the page.
• Improves Accessibility: A page that loads fast and efficiently will be more accessible to those with slower internet speeds.

Getting the Word Out: Building Trust and Doing Good

The practices discussed previously show that you care about minimizing your environmental impact and demonstrate your commitment to responsible business practices. Getting the word out can help foster trust and loyalty among your customers. By integrating ethical practices into your website’s design and operation, you are not just creating a sustainable website, you are creating a website that is a force for good. Below are some ways to get the word out:

• Be Transparent:
  • Supply Chain: Be open about where your products come from and the environmental impact of their production and transportation.
  • Data Collection: Clearly communicate how you collect, use, and protect user data. Get explicit consent for data collection and provide options to opt out.
  • Environmental Impact: Disclose your website’s carbon footprint and steps you are taking to reduce it. Consider publishing a sustainability report.
• Website Accessibility:
  • WCAG Compliance: Follow the Web Content Accessibility Guidelines (WCAG) to ensure that your website is usable by people with disabilities. This includes providing alternative text for images, ensuring keyboard navigation, and using sufficient color contrast.
  • Use Inclusive Design: Consider the needs of all users, regardless of their abilities, age or background. Use clear and concise language, avoid jargon, and provide multiple ways to access information (e.g. text, audio, video).
• Ensure Fair Labor Practices for Your Products: Ensure that your products are produced under ethical conditions and that workers are treated with dignity and respect.
• Use Responsible Marketing:
  • Truthful Advertising: Avoid misleading claims about your products, services, or sustainability efforts.
  • Inclusivity: Represent diverse groups of people in your marketing materials and avoid perpetuating harmful stereotypes.
  • Environmental Claims: If you claim that your products or services are eco-friendly, back up those claims with evidence and avoid greenwashing.
• Engage with the Community:
  • Support Causes that Align With Your Mission: Use your platform to support environmental or social causes that align with your values.
  • Partnering with Nonprofits: Collaborate with organizations working on sustainability initiatives.
  • Educating Consumers: Use you website to provide information about sustainable living and encourage eco-conscious behavior.

Why Your Environmental Mission Matters

• It Builds Trust: Transparency and ethical behavior builds trust with your customers and stakeholders.
• Attracts Eco-Conscious Consumers: More and more consumers are seeking out brands that align with their values.
• Positive Impact: Ethical practices can have a real and positive impact on people and the planet.
• Long-term Sustainability: A business built on ethical principles is more likely to thrive in the long run.

Having an Efficient and Good User Experience

Imagine a website that loads instantly, guides you effortlessly to the information you need, and leaves you feeling satisfied. This is considered a good User Experience (UX). However, this goes beyond just UX and is related to sustainability as well. When a user can find what they need quickly it minimizes resource consumption and the subsequent environmental impact. Below are some ways to optimize your user experience:

• Streamlined Navigation:
  • Clear Information Architecture: Organize content logically and inutuitively, allowing users to find what they need with minimal clicks. This reduces unnecessary page loads and server requests.
  • Intuitive Menus and Navigation: Design menus and navigation elements that are easy to understand and use, guiding users efficiently through your site.
  • Prominent Search Functionality: A well-placed and effective search bar helps users quickly find the content they are looking for, minimizing unnecessary browsing.
• Efficient Interactions:
  • Clear Calls to Action: Use concise and visually distinct buttons or links that guide users toward desired actions (e.g. “Shop Now,” “Learn More”). This minimizes wasted clicks, reduces server load, and helps with accessibility as well.
  • Optimized Forms: Keep forms short and simple, only asking for essential information. Streamline the checkout process to reduce abandoned carts and unnecessary data processing.
  • Error Prevention: Design forms and interactions to prevent errors and guide users toward successful completion, saving them time and frustration.
• Educate your Users
  • Sustainability Information: Use your website to educate users about your sustainable practices, the environmental impact of their choices, and how they can make a difference.
  • Eco-friendly Tips: Offer tips and resources on sustainable living, encouraging users to adopt greener habits, beyond the website.
• Get Feedback:
  • User Testing: Gather feedback from real users to identify pain points and areas for improvement. This helps in refining UX and optimizing for efficiency.
  • Analytics: Use responsible analytics, such as Matomo, to track user behavior and identify opportunities to streamline the user journey and reduce resource consumption.

What are Some Examples of Sustainable E-Commerce Websites

All of the above is nice, but what are some real world examples that can inspire you. These are just examples and each business is unique and efforts at sustainability should reflect brand values and priorities. Below are some examples of e-commerce websites that have embraced environmental sustainability.

Patagonia

Patagonia sells outdoor clothing and has been a leading supporter of environmental causes. Ways that there website shows this are:

• Reduced Environmental Impact: Patagonia uses recycled materials for packaging and shipping, prioritizes durable products that last longer, and offers repairs services to extend the life of their gear.
• Transparency and Education: Patagonia’s website features detailed information about their supply chain, environmental impact, and activism initiatives. They also educate customers on sustainable choices through blog posts and videos.
• Activist Platform: Patagonia’s website serves as a platform for raising awareness about environmental issues and mobilizing customers to take action.
• Overall Impact: Patagonia’s unwavering commitment to sustainability has fostered a loyal customer base that values their eco-conscious approach. Their website plays a crucial role in reinforcing their brand values and driving positive change.

Allbirds

Allbirds sells footwear and has built its business around sustainable practices. Ways that their website shows this are:

• The use of Sustainable Materials: They use natural materials like merino wool and sugarcane for their shoes, minimizing their environmental footprint.
• Carbon Footprint Labeling: Allbirds transparently displays the carbon footprint of each product on their website, allowing customers to make informed choices.
• Simple Design: Their website design is clean, minimalist, and focused on product information, reflecting their commitment to simplicity, and reducing unnecessary resource comsumption.
• Overall Impact: Allbirds has resonated with consumers seeking eco-friendly products. The clear messaging of the website and emphasis on sustainable materials has helped establish them as a leader in the sustainable fashion movement.

Grove Collaborative

Grove Collaborative is an online retailer of natural home and personal care products that integrates sustainability into all aspects of its business and their website. Some of the ways they do this is by:

• Selling Eco-Friendly Products: They carefully curate products that are non-toxic, biodegradable, and made with sustainable materials.
• Using Plastic-Free Packaging: Grove Collaborative has committed to eliminating plastic from its packaging and shipping materials.
• Overall Impact: Grove Collaborative’s focus on sustainability and its user-friendly website has attracted a community of eco-conscious consumers. Their efforts at reducing plastic waste has set a new standard for online retailers.

How to Implement a Sustainable Design

The process of starting your sustainable website journey can be broken down into 5 steps which are below:

• Perform a Website Audit:
  • Performance Assessment: Use tools like Google PageSpeed Insights, Gtmetrix, or WebPageTest to evaulate your website’s loading speed, identify performance bottlenecks, and get actionable recommendations for improvement.
  • Accessibility Check: Use tools such as WAVE or the Accessibility Insights browser extension to evaluate your site’s compliance with WCAG and identify areas where you can enhance accessibility for all users.
  • Resource Usage Analysis: Analyze your website’s bandwidth usage, server requests, and the size of your files. Identify areas where you can reduce resource consumption.
• Choose the Right Tools:
  • Select Sustainable Web Hosting: Research and select a hosting provider that uses renewable energy sources, has energy-efficient infrastructure, and offers transparent sustainability reporting. Some popular options include GreenGeeks, A2 Hosting, and DreamHost.
  • Use Caching Plugins: Optimize your site with caching plugins to deliver a speedy website experience.
• Collaborate with Others in the Field:
  • Sustainable Design Experts: Partner with web designers and developers who specialize in sustainable web design. They can help you implement best practices, audit your site, and develop a tailored sustainability strategy.
  • Form a Green Team: Have a team within your organization dedicated to implementing and maintaining sustainable practices for your website and overall business operations.
• How to Implement your Sustainable Website:
  • Optimize Images and Videos: Use modern formats for images, implement lazy loading, and optimize videos for web delivery.
  • Streamline Code: Minify and compress HTML, CSS, and Javascript files, remove used code, and follow best practices for efficient coding.
  • Implement Caching: Enable browser caching and consider implementing server-side caching to reduce server requests and improve loading times.
  • Choosing Sustainable Fonts: Opt for system fonts, web-safe fonts, or lightweight open-source fonts that do not require excessive downloads or requests.
  • Reduce Third-Party Scripts: Evaluate the necessity of each third-party script and remove or replace those that significantly impact performance.
• How to Continuously Improve:
  • Perform regular Audits: Conduct a periodic website audit to make sure that everything is still working. Try to identify new areas to improve and keep areas that have changed sustainable.
  • Stay Updated with the Latest Trends: Read about the latest trends and keep up to date about sustainability.
  • Experiment and Innovate: Try new things to make your website the best it can be.

Measuring and Communicating Your Impact

You have followed all of the steps above and have your website as sustainable as you can make it. However, it now begs the question, how do you continue to measure the impact and communicate your sucess to users of the site? Read below to find out more or you can also read this blog post in impacts.

Metrics to Track on Your Site

• Website Carbon Footprint: Calculate the greenhouse gas emissions associated with your website’s energy consumption. Use tools like the Website Carbon Calculator to estimate your footprint and track your progress over time.
• Energy Consumption: Monitor your website’s energy usage through your web hosting provider’s dashboard or third-party tools. Look for ways to reduce the consumption.
• Page Load Times: Test the speed of your website regularly using Lighthouse. Faster loading websites are not only good for sustainability, but are also good for search engine optimization (SEO).
• Bounce Rate: See what users are doing when they get to your site. If there is a high bounce rate, it can indicate a poor user experience and leads to unnecessary page loads and wastes energy.
• User Engagement: Look at metrics such as time on page, pages per session, and conversion rates. Good engagement with users means your website is more efficient and enjoyable and results in fewer page views and energy savings.

How to Communicate Your Impact

• Publish a Sustainability Report: Make a report that outlines your environmental goals, progress, and the impact of your sustainable web design efforts. You can share this report with customers, investors, and other stakeholders.
• Show your Carbon Footprint and Energy Consumption: Display your numbers on your website.
• Show your Certifications and Labels: Show the credentials that verify your website’s sustainability. These can include the Green Web Foundation or a Green Hosting Badge.
• Social Media and Content Marketing: Share your story through blog posts, social media updates, and email newsletters.
• Engage your Customers: Share tips for eco-conscious online shopping, encourage feedback, and create opportunities for them to participate.
• Inspire Others: Showing your commitment to the environment and promoting an awareness of sustainability in general, can inspire others to join in and follow suit.

What does the Future Look Like for Sustainable Web Design?

• Emerging Trends:
  • Using Dark Mode to Save Energy: Research suggests that using dark mode, where backgrounds are made dark, reduces energy consumption on monitors and screens. Using dark mode can help users save battery life and reduce your environmental footprint.
  • AI-Powered Optimization: Artificial Intelligence (AI) can help to optimize website performance in real-time, such as dynamically adjusting elements like image compression, code delivery, and resource allocation.
  • Using Blockchain: Blockchain technology can help revolutionize supply chain transparency in e-commerce. By tracing every step of a product’s journey, companies can provide customers with more precise information about the environmental and social impacts of their purchases.
  • Integration with the Circular Economy: This process helps eliminate waste and pollution by keeping products and materials in use. E-commerce sites can participate in the process by offering repair services, facilitating product resale and recycling, and using recycled materials in packaging.
  • Using Green Web Frameworks and Libraries: These tools can help streamline the process of building energy-efficient and resource-optimized websites, making sustainable design more accessible.
• Challenges and Opportunities:
  • Cost: While there is an initial higher cost, the long-term benefits are higher with reduced energy costs and improved brand reputation.
  • Technical Expertise: Not all businesses have in-house expertise in sustainable web design. However, this challenge presents an opportunity to colloborate with specialized agencies and developers who can guide the implementation process.
  • Greenwashing: As sustainability becomes more mainstream, the risk of greenwashing, or making misleading environmental claims, increases. E-commerce businesses need to be transparent and honest about their efforts to avoid accusations of greenwashing.

Conclusion

The future of sustainable e-commerce web design is a shining star to be a force for good. As technology advances and consumer awareness grows, sustainable practices will become the norm rather than the exception. By embracing these trends and addressing challenges head-on, e-commerce businesses can not only reduce their environmental impact but also create a competitive advantage in the marketplace.

Sustainable web design is not a trend, but is a fundamental shift in the way that business is conducted. When you prioritize sustainability, you can build a better future for your customers, your community, and the planet.