Guide to Shopify website design for your sustainable e-commerce store in 2024

In this guide we cover:

breakdown of Pela (eco-friendly phone case brand) and how they communicate their brand story on their Shopify storewhy you’re in a unique position as an e-commerce business that is more sustainable than alternatives in your industrywhy Shopify is an ideal platform to grow your eco-conscious branddesigning your Shopify store with sustainability in mindhow to design a website that sells effectivelythe common mistakes companies make when designing a Shopify websitethe best Shopify plugins for eco-friendly companies

Introduction

If you’re reading this, it’s likely you either own or work for a brand that cares about sustainability and has those values running throughout the business. You’re committed to finding new business models and ways of working. You’re challenging the status quo. You’re making a difference.

On some days it may feel like an uphill struggle and we all know that feeling too well. When you’re doing things differently, the current method isn’t fit for purpose and that means finding new ways of doing things. I can’t help you with everything, but what I can help you with is marketing! This guide is intended to make the marketing and website design side of things as easy as possible for you.

Shopify Website Design Breakdown - Pela Case Study (Eco-friendly phone case brand)

For some ideas that you can consider for your Shopify store, I break down Pela’s homepage and product pages in terms of how they’re communicating their sustainable impact across the customer experience in this video.

Shopify Website Design Breakdown - Pela Case Study

Watch the video to see how Pela communicate their sustainability mission and storytelling effectively to help their ideal customers resonate with them as a brand.

You’re in a truly unique position as a sustainable e-commerce company

Sustainable brands have continued to gain traction and significantly influence market shares and consumer behaviours. Sustainable products now hold about 17% of the market share and are growing at a rate 2.7 times faster than products not marketed as sustainable (Fairtrade America). This trend highlights the increasing consumer preference for eco-friendly options.

Generation Z shows a real commitment to sustainability, with 64% preferring products with eco-friendly packaging and 63% favouring products that provide information on their environmental impact. (Capital One Shopping).

Millennials also lean heavily towards sustainable products, with 67% preferring to buy from sustainable brands and 66% opting for organic groceries (Capital One Shopping).

Generation X and Baby Boomers are not far behind, showing considerable preference for sustainable brands and practices, although their motivations can vary slightly compared to younger generations (Capital One Shopping).

The importance of sustainability goes beyond consumer products. Regulatory changes are also pushing companies towards greater transparency and sustainability in their operations. Over 50,000 companies globally are now required to disclose detailed Environmental, Social, and Governance (ESG) data (Greenplaces).

This evolving landscape indicates that sustainable brands are not just a niche market but are becoming a mainstream preference, especially among younger consumers who are expected to increasingly drive market trends. As the demand for sustainable products grows, businesses are adapting by integrating eco-friendliness into their core operations and product lines, showing a significant shift towards long-term sustainable practices in the global market.

Why Shopify is an ideal platform to grow your eco-conscious brand

Shopify is a perfect partner for eco-minded brands, offering the flexibility, features, and community support needed to thrive in today's green economy. This guide is designed to help you harness Shopify's potential to create a store that showcases your sustainable brand effectively and beautifully.

Choosing Shopify isn’t just about convenience; it’s about aligning with a platform that supports your sustainable vision from the ground up.

Extensive App Ecosystem: Shopify offers a vast range of apps that can help businesses enhance their sustainability efforts. From apps that facilitate carbon offsetting like EcoCart to those that enable recycling programs or promote sustainable packaging solutions, there's an app for nearly every aspect of eco-friendly operation. Later on in the article, we go through our favourite plugins to make great impact on sustainability.Flexibility and Scalability: With Shopify, businesses have the flexibility to scale up or modify their operations without compromising on their sustainability values. Whether it’s sourcing eco-friendly products, optimising supply chains for reduced carbon footprints, or using digital products to minimise physical waste, Shopify’s versatile platform can accommodate.Support for Localised Operations: Shopify supports multi-currency and multi-language functionality, which makes it easier for businesses to operate locally even in a global marketplace. This capability can help reduce the carbon footprint associated with shipping internationally and promote local economic activities.Community and Resource Support: Shopify’s community forums and dedicated support for sustainable business practices provide an invaluable resource for eco-conscious entrepreneurs. This community can offer advice, share best practices, and provide moral support, helping businesses stay committed to their environmental goals.

Designing Your Shopify Store with Sustainability in Mind

The design of your Shopify store should mirror the ethos of your brand. Here’s how you can make sure it does:

Minimalist Aesthetics: Embrace a minimalist approach that highlights the simplicity and purity of your brand. Use clean lines, ample white space, and high-quality images that convey your message without overwhelming the senses.Mobile Optimisation: Optimise every aspect of your site for mobile users. With a significant portion of online shopping done on mobile devices, a mobile-friendly site is essential for reaching the widest possible audience.Highlight Sustainability Certifications: If your products are certified organic, fair trade, or carbon-neutral, make these badges prominent on your site. This not only builds trust but also educates your customers about the significance of these certifications.Educational Content: Create a blog or resources section dedicated to sharing information about sustainability practices, the origin of materials, and the lifecycle of your products. This not only informs but also engages your customers at a deeper level, aligning with their values.

Storytelling: Connecting Through Shared Values

Brand Story: People connect with stories more than products. Share your brand’s origin story, the challenges you’ve faced, and how you’re committed to making a difference. This personal touch can turn casual browsers into loyal customers.Product Origins: Provide transparency about where and how your products are made. Detailing the sustainable practices at each stage of production can significantly boost consumer trust and appreciation for your products.Customer Engagement: Encourage customers to share their experiences with your products. Featuring user-generated content, like photos and stories, can create a community around your brand and inspire others to join in.

Interactive Features to Enhance User Experience

Customisation Options: Allow customers to participate in the sustainability efforts by offering choices like minimal packaging or product customisations that reduce waste.Instant Customer Service: Integrate tools like live chat or chatbots to provide immediate assistance. Quick customer support can be crucial in converting and retaining customers.Seamless Navigation: Ensure your website is easy to navigate, making it straightforward for customers to find information, browse products, and make purchases without any hassle.

How to design a website that sells effectively

At a basic level, yes sure making a Shopify site requires you to list products, but to really create a website that sells effectively to your loyal fans and not just one-time customers, it requires thoughtful design, clear communication, and genuine engagement.

Here are five top tips to enhance your website’s sales effectiveness.

Optimise for User Experience (UX):You want your customers to enjoy the experience. Ensure your website is easy to navigate with a clean, intuitive design. Users should find what they're looking for within a few clicks. This includes having a well-organised menu, streamlined content, and a search bar that’s easy to access. Responsive design is crucial as well, ensuring that the website functions seamlessly on both desktops and mobile devices.Leverage High-Quality Visuals and Descriptions:Use high-quality images and videos to showcase your products. Visuals help convey the quality and details of products more effectively than text alone. Additionally, provide detailed, precise descriptions that answer potential questions about the product. This helps reduce uncertainty and builds trust with potential buyers.Use Strong Calls-to-Action (CTAs):Each page should have a clear call-to-action that prompts users to take a step, whether it's making a purchase, signing up for a newsletter, or learning more about a product. CTAs should be visually distinct and placed to guide users naturally through their journey on your site.Offer Various Payment Options and Simple Checkout Process:Simplify the checkout process to reduce cart abandonment. This means fewer forms to fill out and more payment options, including digital wallets and financing options, to accommodate different preferences. Ensuring that the checkout process is as straightforward as possible encourages completion of purchases.Build Trust with Reviews, Testimonials, and Security Measures:Display customer reviews and testimonials prominently. Authentic reviews can significantly influence buying decisions. Additionally, ensure your website is secure; use SSL certificates to encrypt data and display security badges. This not only protects your customers' information but also reassures them that they are shopping in a safe environment.

5 biggest mistakes brands make on their Shopify stores

Setting up a Shopify store as an eco-friendly brand presents unique challenges and opportunities. Here are the top five biggest mistakes these brands often make during the setup process, and how to avoid them:

1. Not Emphasising Sustainability Throughout the Store

Many eco-friendly brands fail to consistently highlight their sustainability practices across all pages of their online store. This can lead to missed opportunities to connect with like-minded consumers who prioritise purchasing from environmentally responsible companies.

Solution: Make sure that your commitment to sustainability is evident in every aspect of your store. From product descriptions and blog posts to your About Us page and even your shipping policies, communicate your eco-friendly values clearly and consistently.

2. Overlooking Mobile Optimisation

As mobile shopping continues to be the standard, some eco-friendly brands don’t fully optimise their online store for mobile devices. This can create a frustrating shopping experience for users and potentially decrease conversion rates.

Solution: Ensure that your Shopify store is fully responsive. This means checking that images load correctly, text is readable without zooming, and navigation is smooth on all devices. Regularly test the mobile version of your site to guarantee a seamless experience.

3. Underutilising Eco-Friendly Apps

There are several Shopify apps designed to enhance sustainability efforts, like carbon offset widgets or apps that help manage recyclable packaging. Not using these tools can mean missing out on easy ways to enhance your store’s eco-friendly appeal and operational efficiency.

Solution: Explore and integrate Shopify apps that align with your brand’s sustainability goals. Apps like EcoCart or Offset can help you manage carbon offsets, while others can facilitate more sustainable logistics and operations.

4. Failing to Provide Transparent and Detailed Product Information

Customers interested in eco-friendly products often seek detailed information about materials, sourcing, and manufacturing practices. Brands sometimes provide vague or insufficient information, which can deter conscientious shoppers.

Solution: Provide detailed product descriptions that include information about the sustainability of the materials used, the manufacturing process, and even the origin of the components. Consider using infographics or videos to tell the story more effectively.

5. Not Setting Realistic and Clear Sustainability Goals

Some eco-friendly brands set overly ambitious sustainability goals or fail to communicate these goals clearly to their customers. This can lead to misunderstandings or disappointment if the goals are not met.

Solution: Set achievable, clear, and measurable sustainability goals. Be transparent with your customers about these goals and your progress towards achieving them. Regular updates or a dedicated section on your Shopify store can help build trust and keep customers engaged in your journey.

By addressing these common mistakes, you can significantly enhance their online presence, attract more loyal customers, and make a meaningful impact through your Shopify store.

The best Shopify plugins for eco-friendly companies

For eco-friendly brands using Shopify, selecting the right plugins can enhance both the sustainability of your operations and the customer experience. Here are some of the best Shopify plugins tailored to meet the needs of eco-conscious businesses:

1. EcoCart

Purpose: EcoCart allows your customers to make their orders carbon neutral by adding a small extra fee at checkout to offset the carbon footprint of their purchase.Features: It calculates the carbon footprint of each order based on shipping distance, package weight, and other factors, and uses the funds to support various environmental projects like reforestation or renewable energy.

2. Green Story

Purpose: Green Story is designed to visualize the environmental impact of your products directly on your product pages.Features: This plugin calculates and displays metrics such as CO2 saved, water saved, and waste reduced, compared to conventional products. It engages customers by showing the tangible impact of their purchases.

3. Offset

Purpose: Created by Shopify itself, Offset allows merchants to offset the emissions from the shipment of every order.Features: The app automatically calculates the emissions and invests in forestry initiatives. A dashboard allows you to track and share the total impact with your customers, enhancing transparency.

4. Cloverly

Purpose: Cloverly offers carbon offsetting for shipping, similar to Offset, but with additional flexibility.Features: It can offset other aspects of e-commerce operations beyond shipping, such as production. The app provides real-time calculations and supports a wide range of sustainability projects.

5. Recart

Purpose: Focused on customer engagement, Recart is useful for sending automated, environmentally themed messages and campaigns.Features: It includes features like push notifications and SMS marketing, which can be tailored to emphasize the sustainable aspects of your products and brand philosophy.

6. Give & Grow

Purpose: This app allows you to integrate philanthropy into your business model seamlessly.Features: You can choose to donate a portion of every sale to a charity related to your brand’s sustainability goals. It displays your impact in real-time on your site, helping to build customer loyalty and trust.

7. Simply Sustainable

Purpose: Specifically designed for eco-friendly stores, this app helps in labelling products based on their sustainability.Features: You can tag products as organic, recycled, upcycled, etc., and create filters based on these tags, helping customers make informed purchasing decisions.

8. ReCharge

Purpose: Ideal for subscription models, ReCharge can help reduce packaging and shipping impacts by promoting recurring orders.Features: It facilitates easy management of subscriptions, allowing customers to purchase goods in a manner that can be more sustainable over the long term.

9. Smart SEO

Purpose: Reducing the amount of work needed to optimize your online store for search engines, Smart SEO helps you save energy on server demands and manual input.Features: It automatically generates meta tags, alt tags, and fixes broken links which enhances store efficiency and visibility, driving more organic traffic without extra energy expenditure.

10. ReferralCandy

Purpose: ReferralCandy helps tap into word-of-mouth marketing by rewarding customers for referrals, potentially reducing the need for more resource-intensive marketing strategies.Features: It automates the referral process, tracks referrals, and manages rewards, making it an efficient tool to grow your eco-friendly business sustainably.

Selecting a combination of these apps can help you enhance your store’s sustainability, improve operational efficiency, and build a deeper connection with your customers by aligning with their values.

Case Studies: Successful Sustainable Stores on Shopify

Tentree: Each purchase on their site contributes to ten trees being planted. Their commitment is featured prominently on their homepage, instantly communicating their mission and attracting environmentally conscious consumers.Pela Case: They sell biodegradable phone cases and emphasise their sustainability mission through a minimalist design that uses natural colours and straightforward layouts, appealing to eco-aware shoppers.Allbirds: This footwear brand is transparent about the materials and processes used in making their products, including detailed carbon footprints, appealing to customers who prioritise environmental impact in their purchasing decisions.

Conclusion

Your Shopify store is more than just a selling space—it’s a platform to achieve your sustainability mission. Through thoughtful design, compelling storytelling, and strategic use of Shopify’s features, you can create a space that not only sells products but also promotes a sustainable lifestyle.

Want to work with us?

Are you ready to transform your Shopify store into a beacon of sustainability? Contact us for customised Shopify design solutions tailored to your eco-conscious brand, or explore our website for more insights into creating a successful sustainable e-commerce presence.