What: Dotcom's seventh annual survey reveals consumer online behaviour.

Why is it important: The study shows a demand for greener, more sustainable approaches by retailers and brands. Dotcom Distribution said returns were “revealed to significantly impact purchase decisions”, especially when it comes to apparel.

In regard to sustainability, packaging “is key to customer attraction and retention,” the report said, noting that “sustainable packaging was most likely to compel online shoppers to be a return customer (at 42%).” And among environmental factors such as ethical sourcing, fuel efficiency and product ingredients, sustainable packaging was cited as the “most attractive feature” at 45%. Fifty-three percent of respondents also reported being more inclined to purchase from a business that supports initiatives surrounding diversity, racial and social justice.

Dotcom Distribution found that a returns strategy can have a strong impact on customer satisfaction and loyalty. Fifty-five percent of the 1,100 online shoppers polled “won’t even shop with a company that doesn’t offer free returns,” while 86% credit free returns “as the return policy that makes them most likely to shop with a brand.”

Sustainable Packaging, Free Returns Top-of-Mind for Shoppers