Sustainable Development in the E-Commerce Sector: Challenges and Development Directions
Purpose: The purpose of the article is to analyse the environmental and social implications of the rapidly expanding global e-commerce sector and to identify strategic directions for its sustainable transformation. The paper examines the scale of emissions, packaging waste, return logistics and consumption patterns, while also assessing the alignment of e-commerce practices with the UN Sustainable Development Goals (SDGs) and ESG frameworks. Design/Methodology/Approach: The study is based on an extensive literature review and secondary data analysis from international organisations (UNCTAD, UNEP, OECD, Eurostat), industry reports, and corporate ESG disclosures of leading e-commerce companies (Amazon, Alibaba, Zalando, Allegro). Quantitative data (CO₂ emissions, packaging waste volumes, parcel flows, return rates) were compared with data from traditional retail, while qualitative data were synthesised to identify good practices, emerging trends and strategic challenges. The approach includes case studies of major market players. Findings: The findings show that e-commerce generates significantly higher packaging waste and increased CO₂ emissions—particularly from last-mile delivery and return logistics—compared to traditional retail. At the same time, the sector offers strong potential for emission reductions through electrification of fleets, algorithmic route optimisation, and renewable energy adoption in data centres. All analysed platforms implement ESG initiatives, yet their maturity varies. Trends such as circular business models, second-hand markets, greener packaging and transparent ESG reporting are gaining traction. Regulatory pressures, especially the EU CSRD and PPWR, are accelerating sustainability efforts across the sector. Practical Implications: The research highlights the need for industry-wide standards for reusable packaging, large-scale investments in low-emission transport, integration of ESG metrics into management systems and enhanced consumer education promoting sustainable consumption. The study offers recommendations for policymakers regarding infrastructure development, incentives for green logistics and circular economy regulations. Originality/Value: The article provides a comprehensive and up-to-date synthesis of sustainability challenges and opportunities in global e-commerce, combining environmental and social dimensions with regulatory and technological trends. By comparing leading platforms, it identifies effective sustainability practices and strategic gaps relevant for both practitioners and policymakers.