Creating A Sustainable Ecommerce Business Model

We’re focused on making our products efficient and long-lasting. As designers we prioritize creating solutions with infinite possibilities. From the materials we choose, to the way we ship, to the longevity of our products, it's really about making a complete solution for our customers. Let's look at each stage in a product’s lifecycle: 1. Material Innovation: 100% of our PCs, workstations, displays and original HP toner cartridges use recycled materials that are widely recyclable at end of life, helping create a circular economy from the start. 2. Smarter Shipping: We’re improving logistics to reduce our carbon footprint, by redesigning the products to make packages smaller and lighter. 3. Eco-Friendly Packaging: By the end of 2025, 100% of all PC notebook packaging will be 100% compostable. 4. Customer engagement: We strive to create seamless product experiences by incorporating customer feedback and delivering solutions that meet their needs. 5. Reparability: We’re empowering customers to extend product lifespans with features such as replaceable batteries, keyboards, and upgradable cooling systems, designed for easy servicing. This not only simplifies maintenance but also aligns with the growing Right to Repair movement in Europe and beyond. 6. Second life: We prioritize creating durable products that can be returned, refreshed, and reintroduced into the world. Since 2019, we’ve used over 4 billion pounds of recycled and renewable materials in our products, waste, but we’re not done yet. We’re committed to designing technology that helps the planet, not just our customers, unlocking infinite possibilities for a sustainable future.

Every ecommerce leader I know is running on the same hamster wheel: growth targets keep rising, but the rules of the game are being rewritten under their feet. When you place a leader and later sit down with them to swap insights, you’re reminded why the right talent shapes entire industries. I had a great conversation with Julian Exposito-Bader (ex-Amazon, TAG Heuer) about what’s really shaping the future of ecommerce, and he boiled it down to four pillars every executive should have on their radar: 1. Tariffs & Supply Chain Disruption Tariffs are no longer background noise. They’ve reshaped global commerce. Chinese manufacturers are redirecting from the US into Europe, flooding marketplaces with B-brands and copycats. Leaders who win will be the ones who diversify sourcing, master customs optimization, and use bonded warehouses strategically. 2. Sustainability as a Competitive Advantage It’s no longer acceptable to send a small product in three layers of plastic. Lastmile innovation (bike couriers, drones, reusable packaging) is moving from “PR play” to “bottom-line differentiator.” Zalando is pushing hard here. Consumers are watching, and they notice who’s lagging behind. 3. AI-Powered Commerce Revolution Gen Z isn’t Googling “best running shoes”, they’re asking ChatGPT or Alexa. LLMs are the new storefront. The question is: do brands have a strategy to influence those models? Add in 10-minute delivery in Southeast Asia (coming soon to Europe) and AI-driven fraud vs. fraud detection… the entire purchase journey is being re-engineered. 4. Channel Strategy & ROI Focus Social commerce is expensive and messy, but TikTok Shop is where the next generation buys. DTC remains the highest margin, but demands world-class storytelling. Amazon gives you traffic, but only if you’re willing to pour money into ads. And let’s not forget the “lipstick effect”, beauty keeps outperforming even when wallets tighten. The takeaway? Ecommerce leaders aren’t just choosing a channel anymore, they’re orchestrating these four forces simultaneously. For me, it was also a reminder of why the right hire matters: leaders like Julian don’t just react to market shifts, they anticipate and shape them. I’m curious, in your markets, which of these four pillars is hitting hardest right now? #ecommerce #fmcg #trending

Every business model has its moment. Welcome the resale economy i.e. secondhand retail. The resale economy is gaining popularity, with the sustainability and now the potential impact of tariffs. With disruptive uncertainty, consumers are looking for affordable alternatives. The resale economy provides consumers relief from price increases due to tariffs because no tariffs are involved in the resale market. Why is the risk landscape favorable to secondhand retail? ✅Tariffs - potential price increases due to changing tariff structure directs consumers to look for gently used goods that have a predictable price. ✅Sustainability - Consumers are attracted to expanding the lifespan of goods and reducing waste. Look at the example of Craig’s List and Facebook Marketplace. How Many Gen Zs and Millennials have furnished apartments with these two resale apps. ✅Giving Back - Organizations like the Salvation Army and Goodwill have experienced a resurgence. The thrill of shopping to find that designer item is well-known in the resale experience. Secondhand retail can have philanthropic benefits. ✅Inflation Hedge-US Inflation for April was 2.3% a .2% drop from March. However, the threat of inflation creates uncertainty around a consumer’s perceived purchasing power. The affordability of clothing, furniture, electronics, etc. is very attractive on the secondhand market. ✅Issues for forced labor and trafficking are mitigated when purchasing secondhand clothing in particular. Is fast fashion and inexpensive plastic products on the decline? How do you see this resale trend? Check out the WJS article from May 12, 2025,  “Are We Entering the Golden Age of Secondhand Shopping?” #RiskManagement #Economy #Leaders Longview Leader Corporation

Are #netzerogoals a myth without business model innovation? Here’s the thing: ambitious sustainability targets won’t get us there unless companies rethink their entire way of doing business. Why this matters: Traditional Business Models Are Holding Us Back Most companies prioritize short-term profits over long-term sustainability. This approach ignores the environmental costs embedded in their operations and supply chains, making net zero an impossible dream under old frameworks. True Sustainability Requires Business Model Innovation To meet net zero goals, companies must: → Integrate sustainability into their strategy: Align environmental goals with revenue generation to prove profitability and sustainability can coexist. → Leverage technology: Advanced tools like IoT and data systems improve transparency and efficiency in tracking emissions. → Tackle supply chain emissions: Scope 3 emissions often dwarf direct emissions, so businesses need partnerships to cut carbon across the board. The Power of Stakeholders Achieving net zero is a team sport. It demands collaboration, buy-in from leadership, and workforce training in climate-related competencies. Without this, even the best strategies fall short. The takeaway? Net zero isn’t a marketing goal—it’s a fundamental shift in how we operate. Companies that embrace this change will lead the transition to a sustainable future.

The key to profits and sustainability in e-commerce is not landing new customers. It’s getting customers to come back again and again. Repeat purchase rate is the North Star every e-commerce business needs to follow. Those one-and-done customers might give you a short revenue spike. But repeat customers spend more over time, refer friends, and can make up over 40% of revenue. They are the lifeblood that separates temporary fads from lasting success stories. So, how do we turn new customers into lifelong loyalists? It starts with a mindset shift - from chasing endless new sales to creating lasting relationships. ☑️ Build trust by over-delivering on quality and service. ☑️ Seek genuine feedback and keep optimizing the customer experience.  ☑️ Surprise and delight with loyalty perks and early access to new arrivals. The brands that will still be around in 10 years know success isn't a single sale. It's thousands of small moments that make customers feel excited to come back for more.

I wish I'd thought of this... We all see the relentless phone upgrade cycle – it's costly, frustrating, and generates mountains of e-waste. But instead of just accepting it, Fairphone engineered a brilliant business model solution that tackles it head-on. They started not as typical tech entrepreneurs, but as activists who truly fell in love with the problem – the complex, messy reality of conflict minerals, unfair labor, and environmental impact in the electronics supply chain. After pushing awareness, they made a bold strategic pivot, realizing the ultimate disruption wasn't just talking, but building the alternative themselves. Their core hack? Phones engineered for longevity through a slick, modular design. 🛠️ YOU become the repair tech, easily swapping out a screen or battery instead of buying a whole new device. This is backed by industry-leading software support spanning years. This focus on durability and repairability isn't just smart ethics; it's smart business. It directly addresses the very environmental and ethical problems they first set out to expose. Embedding responsibility into the core business model as a driver for innovation, user empowerment, AND sustainability? That’s not just making a difference; that’s fundamentally rethinking how tech should work. Wish I'd thought of that! #Fairphone #Innovation #Sustainability #Repairability #EthicalTech #BusinessModel May be of interest to: Mike Sievert Will Bodewes Ari Rabban Callie Field Mike Katz Ron Johnson John Saw

Sustainable doesn't sell? The uncomfortable truth most eco-conscious marketers won't admit... Sustainability may be necessary for brands, but creativity is what makes them sell. Imagine walking into a store where every "green" product looks identical: - Same muted earth tones - Same kraft paper packaging - Same recycled materials with identical textures - Same generic leaf icons and eco-messaging It's no different for your brand in today's crowded market. When everyone touts sustainability credentials, those who pair eco-consciousness with genuine creativity capture customer attention and loyalty. Here are some ways to stand out: Sustainable Materials Don't accept dull as the price of being eco-friendly. Sustainable materials can be beautiful and innovative - take Nike's ocean plastic sneakers that maintain visual appeal. Waste as Art One brand's waste becomes another's masterpiece. Adidas partnered with Parley for the Oceans to transform plastic waste into coveted footwear - not just recycled, but reinvented. Innovative Packaging Your eco-friendly packaging should spark joy. Plantable seed paper tags allow customers to grow flowers from your product tag, creating an emotional connection. Compelling Storytelling Consumers love meaningful stories. Patagonia's conservation narratives inspire loyalty beyond their products. Experiential Sustainability Create immersive eco-friendly experiences through pop-up events or interactive recycling programs that engage customers. Your goal is to enable consumers to make sustainable choices without sacrificing the joy of beautiful design. Remember: Every time you settle for boring sustainability, you lose customers to brands that make eco-friendly exciting. ✍️ Your insights can make a difference! ♻️ Share this post if it speaks to you, and follow me for more.

After its glory days, does your product become a landfill monster? Sadly, most of them do. It’s a HUGE waste and a burden on our planet. ️ But there's a better way → Design for Disassembly (DfD)! These are products designed to be easily broken down and have parts reused in new creations! DfD isn't just a feel-good concept––it's a big leap for sustainability! Here's why: ✂️ Cuts Costs: Faster disassembly = faster reassembly on the production line. ❤️ Happy Customers: Easy repairs, extended lifespans, and upgrade options lead to more loyal fans 🌎 Saves the Planet: By using fewer resources, these products are inherently more environmentally friendly. ♻️ Second Life for Parts: New life to old components in different markets. But how do you implement designing for disassembly? → Know your end-of-life (EOL) destinations. Think about where will each component go when the product reaches its end of life. → Design for the long-term. Is it a single-use disposable item, or are you aiming for a product that can be repaired and upgraded over time? → Planning your product's entire lifecycle from the get-go: product architecture, component design, type of fasteners used, and even the materials themselves. → Even disassembly is an economic equation. Consider the cost of labor for disassembly, disposal of any waste generated during the process, and potential revenue from selling EOL components. Tips for designing for disassembly: → Use high-quality components: Durable parts minimize collateral damage during repair. → Standardize components: Opt for readily available components to make replacements a breeze for both you and your customers! → Offer repair documentation: Share repair guides and manuals publicly to help your users extend the life of your product themselves! → Consider including repair tools: This shows your commitment to user empowerment and product longevity. → Think about the incentive to repair: Motivate users to replace a part, because the easiest thing to do is often to just throw it away ☂️ A great example is the @Ginkgo umbrella, which is 100% recyclable! ✅ Made from 20 pieces, instead of the traditional 120+ piece umbrella designs. ✅ Designed with no screws or pivots necessary for assembly–– reducing the number of parts and materials needed. ✅ Can be put apart quickly and easily, and every single element can be recycled or repurposed. Fairphone and Framework are other great modular electronics that follow Design for disassembly 🌍 Designing for disassembly is about creating products that are good for business, good for your customers, and good for the planet. What are products that you’ve seen that are have been designed for disassembly? #climatesolutions #sustainability #circulareconomy

Want to stand out in today’s market? You can’t afford to skip this: Embedding social impact into your business model isn’t just about doing good, it’s about doing better business. Take a look at brands like TOMS, Patagonia, and tentree. Each of them found a model that aligned with their mission: • TOMS built a “one-for-one” model—buy a pair, give a pair. • Patagonia focuses on sustainability, encouraging customers to repair their products, not replace them. • tentree plants 10 trees for every product sold, directly linking sales to environmental impact. There’s no one way to do it. You need to look inside your company and ask: • What problem do we care about solving? • How can we integrate that into our business without losing sight of our goals? Once you have that, measure it like you measure your financials. Be transparent. Share your impact. Adjust as needed. Consumers don’t just want to hear about your impact, they want to see it! Find your model, track your progress, and make sure it aligns with your mission. With purpose and impact, Mario

Over the past few years, the conversation around profitability in the consumer space has intensified, marking a sharp departure from the previous “growth-at-all-costs” mindset. This approach, borrowed from tech, simply doesn’t translate as effectively for consumer-focused businesses. Many founders who launched around 2019 are now facing a drastically different landscape—one that demands a complete overhaul of their models. Here’s a hot take: a down round may actually be the smart move to secure cash, reset expectations, and refocus on sustainability. This pivot isn’t just advisable—it’s essential for long-term success. McKinsey & Company recently released a report analyzing data from over 280 publicly traded retailers, and while the focus wasn’t exclusively on consumer companies, the insights are highly relevant. The report revealed that EBITDA margin was the single most important driver of success for top-performing companies. What’s interesting is that these businesses, which broke into the top quartile between 2019 and 2023, weren’t necessarily the ones with the largest annual revenues. This challenges the common belief that scale alone creates value. Instead, we’re seeing a new era of success defined by a delicate balance between growth and efficiency. What truly set these companies apart was how they managed their SG&A (Selling, General, and Administrative) expenses. The best performers grew these costs by only 0.9x, while others saw them increase at 1.2x the rate of their topline growth. What does this tell us? It’s clear that prioritizing cost control alongside growth is critical. Success today is not about choosing between profitability and expansion—it’s about mastering both. It’s not an OR, it’s an AND. Becca Coggins Steven W. Begley