The authors’ research found that by providing consumers with information on the environmental and social impact of home deliveries, omnichannel retailers could capture $100 billion worth of market share from Amazon. It would also allow them to increase margins and make their own businesses more sustainable.
The allure of online shopping is undeniable. As Amazon has shown, consumers can receive delivery of almost any product with the simple click of a mouse or touch of a screen. No wonder e-commerce sales have more than doubled over the past five years and continue to grow.