Towards a More Sustainable E-commerce in the Post-COVID-19 Recovery of Portuguese Companies

Covid-19 is having a huge impact on Portuguese companies, causing a decrease in the revenue of many and the insolvency of some. To recuperate, e-commerce emerges as a viable solution for entrepreneurs to recover the reins of their business and move towards profit. However, e-commerce has harmful effects on the environment, generating large CO2 emissions and an extraordinary volume of packaging and plastics. Hence, this study will provide: an action plan for companies to make e-commerce more sustainable; a detailed action plan for the electrification of a company’s fleet; thus, proposing a circular business approach. Our solutions include the adjustment of the size of the packaging, using ecological transport (electric vehicles, cargo bicycles, drones, delivery droids), companies taking the initiative in the reuse and recycling of waste delivered to the consumer, the contribution to consumer awareness, and establishing direct communication with consumers through ICT. To support this research, fieldwork was carried out: an online survey with 409 responses to know the opinion of national residents on the environmental impact of e-commerce; an interview with the Director of Projects and Circular Economics of SONAE MC who added the vision of an expert in retail sustainability; and some purchases at online stores to observe the market practices in terms of packaging. The study follows a scientific methodology, which includes hypotheses tests (Chi-square) with a confidence margin of 95%. There is evidence that the Covid-19 pandemic is to have lasting effects on consumer preferences for sustainable companies. In an age where everything seems to be getting smarter, e-commerce firms will have to follow this trend. Hence, marketing and strategy will have to change for the better and for the long term. We hope, with our study, to have shown a way forward in that respect.