The year was 1994. Pulp Fiction had just premiered, Brazil had won its fourth World Cup, and the Bilbao Metro was still under construction. Thirty-one years have passed since then, and now Pulp Fiction is a cult classic, Brazil has five World Cups, and the Bilbao Metro has three lines.

“ON DEMAND”, BUT FOR REAL

Everyone shops online. It only takes two steps: add to cart and check out. The next day, the book your favorite BookToker recommended is already at your door. The possibilities of e-commerce are immense, and after the COVID-19 pandemic, when it shifted from being a common practice to an everyday necessity, even more so. In fact, projections indicate that by 2025, this sector will reach $7.4 trillion in global sales, a staggering figure that shows no signs of declining in the coming years.

Having everything at your fingertips is great, fantastic, even. But for the environment? Not so much. The rise of online shopping brings a series of environmental costs: increased carbon emissions, the electricity needed to keep servers running, and the use of fossil fuels, among others, all of which severely impact our planet’s health.

THE VIRTUAL SHOPPING MALL

By now, we all know that the Internet isn’t just “sparks in the air.” Every website from your favorite online stores needs a place to be hosted: a physical location. That place is data centers, where the servers that house every corner of the Internet are stored. Data centers were already a widespread phenomenon, but with the rise of artificial intelligence, the need for more and more of them has skyrocketed.

According to the IEA, major companies have taken advantage of this boom by investing heavily in data centers: “In 2023, the total capital investment of Google, Microsoft, and Amazon, the industry leaders in AI adoption and data center deployment, was greater than that of the entire U.S. oil and gas industry, amounting to about 0.5% of U.S. GDP.”

And how do data centers impact the environment? More than you might think. To function (24/7, all year round, with no days off), they obviously need electricity. Additionally, vast amounts of water are required to cool the servers and prevent them from overheating, just like your desktop computer when you have 45 tabs open.

That being said, it’s important to clarify that data centers don’t exclusively serve e-commerce websites. However, given the sheer number of data centers owned by major e-commerce players like Amazon (which operates over 100 data centers worldwide, each housing around 50,000 servers), it's clear that e-commerce plays a massive role in internet infrastructure. On the bright side, thanks to advances in renewable energy, data centers today consume only about 1–1.5% of the world’s total electricity. Not bad.

FROM THE DELIVERY VAN TO THE BIN

Data centers aren’t the only environmental concern. When you buy something online, it’s usually because you want to receive a physical item at home (unless you’re a crypto bro, enjoy buying clothes in Roblox, or read e-books). And that item has to make its way to your house, which comes at a significant cost to the planet.

First, let’s talk about packaging: countless cardboard boxes, plastic wrap, and several meters of bubble wrap to ensure your order arrives intact. The numbers confirm the environmental impact: The European Commission states that 40% of plastics used in the EU come from packaging, and half of the pollution in waterways also originates from this source.

While the packaging industry is becoming more aware of these issues and trends suggest we're moving toward recycled materials, there’s still a long way to go. Even consumer attitudes have shifted: A Shopify study found that 73% of shoppers would be willing to pay more for sustainable packaging and products.

But the package doesn’t magically teleport to your doorstep. If it’s coming from abroad, it probably travels by ship. While the European Commission recognizes that maritime transport is the most energy-efficient mode of shipping, it remains a growing emitter of greenhouse gases.

And even once the package is in your city, someone has to deliver it. And that someone is unlikely to walk. They need a vehicle, which won’t be public transport, unless you live in Madrid, where a new initiative is using the Metro to bypass traffic and reduce pollution. Parcel and Postal Technology International states: “E-commerce parcel delivery could contribute up to 5.5 million metric tons of CO2 by 2032, highlighting the urgent need for drastic action in the logistics sector.”

PUTTING ON A GOOD FACE

Supposedly, major companies are tackling these issues. Amazon claims it will reach net-zero carbon emissions by 2040 and promises to eliminate unnecessary packaging. Google, for its part, says it is developing AI responsibly, despite the environmental impact. These are just two examples of what big corporations are pledging to an increasingly eco-conscious public.

But are they actually keeping these promises? In Amazon’s case, data shows that since 2019, its carbon emissions have not only increased but have risen by 40%. Google’s emissions have also surged by nearly 50%, partly due to the data centers needed for AI development. So, why make these claims? National Geographic quotes Miguel Ángel Soto, spokesperson for Greenpeace Spain: “Looking green is trendy, and if you’re not green, you’re out of the market.” And if there’s one thing big companies don’t want, it’s to be left out of the market.

This is, essentially, greenwashing: a marketing strategy where companies publicize sustainable practices while their actual operations harm the environment. The danger is that consumers are misled into thinking they’re making eco-friendly choices when, in reality, they’re not. And that, of course, is deception, plain and simple. To combat greenwashing, in February 2024, the European Union proposed Directive 2024/825, which aims to empower consumers in the green transition by providing better protection against misleading claims and clearer information. Step by step…

SO, WHAT CAN I DO?

We’re not here to tell you to stop shopping in Shein. Wanting to help and make a difference should come from within, and blaming individuals for buying a $4 bikini won’t change anything. However, we can offer some tips to make your shopping habits a bit more sustainable:

• Look for alternatives in local businesses, artisan products, and second-hand items.
• Try to buy only one of each item you like, ideally, without returning anything.
• Opt for pickup points for online orders, as they generate 86% fewer CO2 emissions than home delivery.
• Bundle your purchases as much as possible.
• Look for certifications or indicators that the company behind your order is actively fighting climate change.
• Recycle the packaging, duh.

With these small changes, we hope online shopping becomes more planet-friendly, hopefully long before Bilbao’s Metro gets its fourth line.