More than half of Dutch consumers now consider sustainability important when shopping online, but price, quality and convenience continue to carry more weight, according to research published by e-commerce trade association Thuiswinkel.org on 29 October.
The Thuiswinkel Sustainability Monitor 2026 found that 52% of consumers rated sustainability as important or very important, up from 45% in 2024. However, when asked about specific product selection criteria, just 17% identified sustainability as important and 13% said it was decisive.
The report, produced with support from packaging company DS Smith and Amazon, argues that retailers can make a difference through their product range and the design of the shopping journey. It recommends making second-hand products easier to find and offering the delivery option with the lowest CO₂ emissions as the default.
“This makes it easier for consumers, without them having to actively look for these options themselves,” said Marlene ten Ham, director general of Thuiswinkel.org. She said retailers themselves could do much to encourage more sustainable choices.
Packaging can affect repeat purchases
Packaging was the most frequently mentioned way for online retailers to improve sustainability, cited by 47% of consumers. More than three-quarters (77%) preferred cardboard to plastic for deliveries, while 40% identified reducing plastic in packaging and filling materials as their top packaging priority.
The findings also suggest that excessive packaging could affect customer retention. Almost a quarter (24%) said they would not buy from an online retailer again if it used unnecessarily large amounts of packaging.
Reusable packaging attracted support, with 56% saying they did not mind receiving packaging that had already been used. However, acceptance did not necessarily extend to paying a deposit: a third said they would not pay one for reusable packaging.
Free delivery and returns still matter
For international retailers competing for Dutch customers, the report highlights the continuing importance of delivery and returns policies. Free delivery was important to 64% of respondents, while 48% considered free returns important and a quarter said free returns were decisive.
There is some willingness to pay for sustainability: a third said they would pay more for a more sustainable product. These are stated preferences, however, rather than evidence that shoppers will accept higher prices at checkout.
To reduce avoidable returns, the report recommends clearer product descriptions, sizing information, photographs and reviews. It also advises retailers to use return reasons to improve the information provided before purchase.
Information needs to reach shoppers at the right moment
Online retailers remain consumers’ main source of information about sustainable online shopping. Yet 43% said they never looked for this information, underlining the limits of relying on shoppers to seek it out themselves.
Thuiswinkel.org recommends placing relevant information on product listing pages, individual product pages and alongside delivery options. Ten Ham said specific, understandable details about materials, quality and lifespan were more useful than general sustainability statements.
Tighter rules on sustainability claims
The findings come after stricter Dutch rules on sustainability claims took effect on 27 September 2026, implementing the EU’s Empowering Consumers for the Green Transition Directive. The Netherlands Authority for Consumers and Markets (ACM) oversees compliance.
The rules tighten requirements for broad environmental claims and sustainability labels. Retailers need clear explanations and evidence for their claims, while private sustainability labels without independent checks are no longer permitted.
The monitor’s 2026 findings draw on an online panel of 3,851 Dutch adults, with smaller samples for some questions. The research measures reported attitudes and choices rather than tracking actual purchases.
Editor’s note: This article is based on a press release from Thuiswinkel.org, translated and edited by the Blossom Your Content editorial team, with selected findings added from the Thuiswinkel Sustainability Monitor 2026. Publication does not imply endorsement of the organisations, products or services mentioned.
