Cyber Monday: Sustainability in the Digital Shopping Boom

With the growth of Cyber Monday from a single day of deals into a sprawling ecommerce event that stretches across weeks.

Retailers begin promotions early, while bargain hunters continue shopping well into December. This extended shopping window delivers convenience and choice but comes with significant environmental implications.

As Cyber Monday grows, so does its carbon footprint.

Online shopping generates an enormous surge in packaging waste and delivery emissions during this period. Delivery vehicles release 94% more CO₂ than during a regular week, and nearly 98% of a retailer’s emissions stem from their value chain, encompassing everything from shipping to waste management.

Packaging plays a major role in this environmental toll. Around 40% of the world’s plastic waste comes from packaging, most of which isn’t recycled. The rise in online shopping during Cyber Monday exacerbates this issue with piles of discarded boxes, bubble wrap and single-use plastics.

Returns compound the problem.

Dubbed 'Return Tuesday', the day after Cyber Monday sees millions of products sent back, often resulting in additional emissions and logistical strain. Many of these returns end up in landfills, intensifying the environmental cost of the event.

Sustainable ecommerce on the rise

The growing awareness of environmental issues is prompting brands to adapt their Cyber Monday strategies.

A study by IBM reveals that 62% of consumers are open to changing their shopping habits to reduce their impact on the planet. This shift in attitude is pushing companies to innovate.

Carbon-neutral shipping options are becoming popular, allowing shoppers to offset the emissions generated by their orders. Eco-friendly packaging—such as recyclable or biodegradable materials—is gaining traction as businesses seek ways to cut waste.

Some brands are going further. Patagonia promotes circular shopping by encouraging customers to repair, reuse or resell products.

Companies like Caudalie support environmental projects like reforestation, while Paynter Jackets tackles overproduction by offering made-to-order models. These strategies appeal to consumers looking to make more responsible choices.

Hakan Bulgurlu, CEO of Beko, highlights the shared responsibility for creating change: “This isn’t just a responsibility; it’s an obligation to future generations. However, no single entity can drive this transformation alone.

"Consumers play a crucial role by rethinking their habits and championing sustainability in their everyday choices.”

Technology drives efficiency

The surge in online orders around Cyber Monday underscores the need for efficient and environmentally friendly supply chains. Retailers face fluctuating demand, increased returns and logistical challenges—all while trying to minimise their environmental footprint.

Matt Gregory, Managing Director for Northern Europe at Körber Supply Chain Software, notes a shift in consumer behaviour: “Rather than one or two key shopping moments, like Black Friday or Cyber Monday, retailers are now in an era of ‘always peak.’

“Many of the UK’s largest retailers have been telling us the concept of Black Friday as a pivotal shopping moment is dying.

"Today’s consumers are far more conscious of the value that they’re getting during Black Friday deals and whether the prices are at their lowest. This, coupled with greater awareness around sustainability and the impact of the rising cost of living, means we expect to see consumers approach this year’s Black Friday with much less enthusiasm."

AI-powered tools and connected supply chain platforms are becoming essential for managing this shift. These technologies enable retailers to forecast demand, optimise inventory and streamline delivery routes, reducing emissions in the process. They also help manage returns, ensuring unwanted products are handled sustainably.

Mat Woodcock, Regional Vice President, Supply Chain Strategy for EMEA & APAC at Coupa, emphasises the importance of data: “This year’s Black Friday and Cyber Monday weekend isn’t just about discounts. For retailers, it’s a full-on data showdown.

"In this high-pressure season, success isn’t purely about what you sell — it’s about how efficient and agile your business is as you manage what can be a hectic and challenging sales period.

"Retailers who harness AI-driven platforms to streamline operations and spend and intelligently monitor supply chains, will be able to rise above the competition and optimise margins. When data drives your strategy, you can make every decision count.”

Warehouses also play a pivotal role. Over the past decade, the UK’s online retail space has grown by 813%. Operational inefficiencies in warehouses contribute significantly to environmental costs, from energy consumption to Scope 2 emissions caused by heating, lighting and cooling.

Ben Whitby of Staci UK explains: “The growth of warehouses and distribution centres comes as no surprise given their importance in today’s retail landscape.

"However, the rapid expansion of online shopping has significantly impacted the size and operational demands of these facilities, resulting in higher energy consumption and environmental impacts."

Rethinking Cyber Monday

Cyber Monday 2023 broke records in the UK, with unprecedented sales and online engagement. Yet these successes also bring unprecedented environmental challenges.

As consumer awareness grows, brands must balance demand with sustainability. Offering eco-friendly alternatives, educating customers about responsible consumption and adhering to ESG (environmental, social and governance) standards will be crucial for future success.

Ben notes the growing consumer mindfulness: “Consumers are increasingly questioning the value and impact of their purchases.”

Cyber Monday’s future may no longer be defined by sales alone but by how effectively businesses incorporate sustainability into their operations.

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