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Sustainable Packaging, Free Returns Top-of-Mind for Shoppers

In Dotcom Distribution’s seventh annual e-commerce consumer study, a demand for greener, more sustainable approaches by retailers and brands was a notable trend among the more than 1,100 online shoppers polled. In the report, Dotcom Distribution culled insights from respondents around topics such as purchase behavior, packaging and shipping, and returns. Dotcom Distribution said returns were “revealed to significantly impact purchase decisions.” And when asked which category was tops in online shopping, respondents said it was apparel. Some key findings also mirrored the social mood of the country. Dotcom Distribution said most consumers are socially conscious with “53 percent of respondents reported being more inclined to purchase from a business that supports initiatives surrounding diversity, racial and social justice.” In regard to sustainability, packaging “is key to customer attraction and retention,” authors of the report said, noting that compared to other packaging components such as free samples, gifting packaging and personal messages, “sustainable packaging was most likely to compel online shoppers to be a return customer (at 42 percent).” And among environmental factors such as ethical sourcing, fuel efficiency and product ingredients, sustainable packaging was cited as the “most attractive feature” at 45 percent. With returns, Dotcom Distribution found that a returns strategy can

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