In a digital world of one-click checkout, same-day shipping, and low-cost mass production, consumer behavior is changing – again. But this time, it’s not about faster or cheaper. It’s about making conscious choices.
More and more shoppers are asking:
- Where was this product made?
- How was it produced?
- What happens when I no longer need it?
As climate awareness grows, sustainability and re-commerce are no longer niche concerns; they’re actively changing the way people shop online.
For e-commerce companies this shift presents a huge opportunity to meet the demand for conscious consumption while increasing customer loyalty and conversion. The key to doing this at scale? Personalization.
The Rise of Re-Commerce & Sustainable Shopping
Re-Commerce refers to the resale of used, refurbished, or recycled products-and it’s booming. According to research, the global secondhand market is expected to double by 2027, outpacing even fast fashion.
At the same time, sustainability has become a buying incentive:
- 75% of Gen Z say sustainability influences their purchasing decisions.
- 57% of shoppers are willing to pay 10% or more for eco-friendly shipping and packaging.
- 91% of consumers want to see “eco-friendly shipping” at checkout.
In an era dominated by cheap, fast consumer goods (often shipped from halfway around the world), sustainable alternatives offer a sense of value, responsibility, and connection. This isn’t just eco-activism. It’s smart, values-driven shopping.
How Brands Can Respond
To capitalize on the sustainability shift, e-commerce brands need to do more than add a “green” label on a product. They need to make sustainability relevant – and that’s where trbo’s AI-driven personalization comes in.
Here’s how brands can use trbo’s tools to turn sustainability into a scalable growth driver:
1. Highlight Eco-Friendly Products
Sustainability is becoming a purchasing criterion for many customers – provided they can recognize relevant products at first glance. With trbo, environmentally friendly offers can be presented in a targeted manner:
- Highlight products made from recycled or organic materials.
- Promote remanufactured technology or used fashion.
- Prioritize certified brands and packaging options.
Example: A visual label such as “Sustainably Made,” “Recycled Material,” or “Our Sustainability Tip” can be displayed on product overview or detail pages.
Best practice: Make sure these products carry recognizable eco-labels (e.g., GOTS, FSC) and include tooltips or micro-content that explains what makes them sustainable.
2. Use Behavioral Segmentation to Identify Sustainability-Minded Shoppers
Not every visitor will respond to the same message, and not every shopper will click “eco-friendly. But trbo helps you find those who care by analyzing:
- Browsing habits
- Past purchases
- Content engagement (e.g. blog articles, filters used)
This allows for targeted campaigns, such as:
- “Low-impact picks just for you”
- “Products with a smaller footprint”
- “Choose refurbished and save – for you and the planet”
Example: A shopper who filtered for “organic” and clicked on a sustainability blog on their last visit returns to the site and sees a homepage banner promoting eco-certified collections and refurbished deals that align with their values.
Best practice: Use surveys or filters to let users define their sustainability preferences, such as “What’s most important to you: recycled materials, carbon neutral shipping, or local manufacturing?” Then personalize accordingly.
3. Location-Based Promotions
Sustainability is often about local impact. With trbo’s location-based targeting, you can promote:
- Local pickup or delivery to reduce emissions
- Green delivery partners (e.g. bike couriers, EV fleets)
- Nearby stores with reusable packaging or return points
Example: A user in Berlin could be shown local stores that offer reusable packaging or a nearby collection point for returns using dynamic geo-targeting.
Best practice: Add geo-based banners highlighting partnerships with regional eco-friendly vendors or initiatives: “Buy local, reduce emissions!”
4. Incentivize Sustainable Choices Through Dynamic Content
Sustainable shopping shouldn’t feel like a compromise. With trbo, you can make it a rewarding choice:
- Real-time promotions on green or refurbished items
- Loyalty points or discounts for sustainable choices
- Shopping cart nudges: “You saved 1.2 kg of CO₂ by making this choice!”
- Highlighting slower (but greener) shipping as a bonus, not a downside
Example: A customer adds two refurbished items to their cart. A dynamic banner appears: “Nice choice! You’ve earned 200 Green Points and saved 1.8 kg of CO₂ by choosing recycled products. Bonus? The checkout page offers an opt-in to track future “eco-impact”.
Best practice: Make it visual. Use icons, green tags, or carbon savings counters in the shopping cart or on product pages to create a tangible, feel-good experience.
5. Personalize Transparency & Trust
Many shoppers want to understand what makes a product sustainable. With trbo, you can personalize:
- Content modules with production info, origin, materials
- Customer reviews filtered by sustainability relevance
- Brand storytelling around eco-values, certifications, and processes
Example: A returning user who often browses eco products sees a homepage banner that highlights your brand’s commitment to circular commerce, featuring a “behind the scenes” video on how refurbished items are cleaned, tested, and repackaged.
Best practice: Use dynamic overlays or expandable tooltips on product pages to share bite-sized sustainability facts, e.g., “Made with 80% recycled fiber” or “Certified carbon neutral. For returning visitors, spotlight the brands or certifications they’ve previously engaged with.
6. A/B and MAB Test What Works Best
Sustainability messaging isn’t one-size-fits-all. With trbo’s multi-armed bandit testing, you can:
- Test multiple versions of green messaging.
- See which eco-promotions convert best by segment.
- Let AI dynamically adjust content in real time.
Example: One banner says, “Save the planet while you shop. Another says “Refurbished = better for your wallet and the world”. Both are tested and trbo automatically shows each user the version that works best for them.
Best practice: Combine testing with segmentation: Test whether eco-conscious users respond better to carbon savings, material sourcing, or reuse benefits. Let trbo help you deliver the best version of the message in real time.
A Greener Future Starts with Smarter Personalization
Personalizing for sustainability isn’t just good ethics, it’s smart business:
- Higher conversions: Relevant, value-driven offers perform better.
- Lower return rates: Conscious shoppers make more informed purchases.
- Increased loyalty: Shoppers stick with brands that align with their values.
- Stronger brand image: Green + smart = modern, responsible and sustainable.
Today’s consumers expect more: more relevance, more value, more purpose. With trbo’s AI-powered personalization, you can meet these expectations while reducing friction, increasing conversion and making a real impact!