Sustainability Remains Elusive in Online Retail – Insights from the German Environment Agency (UBA)

Overview

The German Environment Agency (UBA) and ConPolicy made a study. It shows that online retail struggles with sustainability. Consumers know more about sustainability. Yet, price, speed, and ease drive their online purchases. Sustainable goods stay hidden and few.

Key Findings

• Price and Convenience Rule: Online shoppers often pick the cheapest choice. They do so fast. Sustainable items get missed unless buyers look hard or the items cost less.

• Sustainable Options Hide: Information on sustainability exists. But it does not show well. Consumers do not see it on common pages.

• Weak Search and Filter Tools: Many websites do not let shoppers filter by repairability, lifespan, or eco-standards. This makes it hard to choose green products.

• Circular Economy Overlooked: Options like second-hand goods and repairs rarely appear. Sharing services get little help in these sites.

• Barriers for Repairs and Used Goods: Repair services cost more. Finding them is hard. Shoppers doubt the quality of used products. Limited protection in private deals adds to these doubts.

UBA Recommendations for Online Platforms

UBA recommends that online shops and policy makers act. They should:

• Use Sustainability in Algorithms: Add green rules in product suggestions. Policies, such as the EU AI Act, may require this.

• Show Clear Information: Give filters and clear comparisons on the source, energy use, repairability, and lifespan of goods.

• Build Trust in Second-Hand Markets: Set common quality rules for refurbished items. Use clear return policies. Blend second-hand goods into main online shops.

• Support Repairs: Provide more repair information and offers. Give buyers financial help. Add repair services into online shops.

Conclusion

UBA President Dirk Messner says, “Those who shop online pick the cheapest product. Yet, they rarely choose the most sustainable one. This must change if consumption is to last.” UBA calls for clear changes in online retail. These changes can use digital tools to boost sustainable and circular buying.

Source: German Environment Agency (UBA) Press Release, 18 September 2025
For more detailed guidance, visit UBA’s sustainability resources.

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