Retail, Ecommerce and the Future of Consumption

Consumers are becoming increasingly mindful of environmental concerns and are actively seeking eco-friendly alternatives for everyday items, including sustainable packaging and processing methods. With e-commerce continuing to grow in Mexico, both physical and online stores must adapt their logistics, product offerings, communication strategies, and supply chains to cater to these environmentally conscious consumers.

A 2023 report by the consultancy firm Roland Berger Mexico found that 42% of Mexicans view environmental responsibility as the most important factor in sustainable products. Furthermore, 70% of Mexicans are willing to pay an additional 5% to 10% for sustainable goods.Incorporating ESG principles can generate value and reduce operational expenses. Companies that successfully balance sustainability and profitability will gain a competitive advantage in the market. 
Christian Morfin, National Sustainability and ESG Manager, Grupo Coppel, stated that e-commerce has heightened competition by providing a vast and instant selection of products. “In this setting, we see opportunities for eco-friendly items. For instance, we can offer energy- and water-efficient appliances or clothing made with fewer harmful chemicals. It is crucial to show customers that sustainable products can be more cost-effective over time,” he said.

Notable examples include HEB, which has released an annual sustainability report since 2021, Jüsto, which places climate responsibility at the core of its strategy, and Grupo Coppel, recognized by SEMARNAT for its environmental performance.

These companies recognize that optimizing supply chains is essential to reducing the carbon footprint of their sales. Ana Paula Franco, Impact Global Lead, Jüsto, highlighted the importance of promoting local sourcing, noting that 83.3% of their suppliers are local SMEs. This not only supports local economies but also cuts down transportation-related emissions. 

Franco also emphasized how technology boosts efficiency. Jüsto uses artificial intelligence (AI) to enable users to choose "green routes" for deliveries, which optimizes transportation and minimizes environmental impact. Morfin added that alongside route optimization, the electrification of delivery fleets is key to reducing carbon emissions in transportation.

Ana Laura Treviño, Sustainability Manager, HEB, noted that the shift to e-commerce has resulted in a considerable reduction in food waste thanks to better inventory management powered by AI. Treviño also mentioned that the data collected allows companies to better measure their carbon footprints and gain insights into consumption habits, helping optimize product sourcing and minimize waste, especially with perishables. “As companies, we have a responsibility to educate consumers and provide information so they can make decisions that align with their lifestyle," Franco added.

Experts also stressed the issue of greenwashing in retail and e-commerce, calling for companies to commit to transparency in reporting their sustainability efforts. Companies are under pressure to demonstrate their environmental initiatives authentically, as there is a risk of being perceived as misleading. According to Franco, internal alignment between sustainability, marketing, and leadership teams is crucial to maintain consistency in messaging. 

Third-party certifications and audits can also build credibility and validate sustainability claims. “In a world of more informed consumers, there’s both opportunity and risk. Companies may fall into greenwashing if they’re not transparent. It is essential to provide clear, truthful declarations about sustainable practices throughout the product’s value chain,” said Said Gil, CEO, Dentsu Creative.

Franco noted that when Jüsto developed its impact strategy, feedback from customers indicated that some sustainability claims seemed exaggerated or purely marketing-driven. Treviño echoed the importance of consumers in driving change, stressing the company’s role in giving them the information needed for informed decisions. "The company is working on communicating the carbon footprint of its products and moving toward a model that allows for comparison, much like the 'excess' labels on food. While we cannot dictate what consumers choose, we can provide them with the knowledge to understand the environmental impact of their purchases," she added.