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Is sustainability in eCommerce truly achievable? At LogiCommerce Connect 2025, we brought together three different yet complementary perspectives to address this big question: Yolanda Rosique (Sustainability Director at MUNICH and Duuo), Ana Aguilar (COO of Plastiks), and Javier Dolcet (co-founder of Dawa).
Moderated by Rubén Bastón, Director of Marketing4eCommerce, the discussion offered a realistic, thought-provoking, and data-driven take on how to move toward a more responsible model.
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While it may seem contradictory, Rubén Bastón opened the session by citing studies that suggest online sales can sometimes be more efficient than traditional commerce, particularly when considering individual travel to physical stores.
Still, the challenge goes beyond logistics: the key lies in how brands take responsibility for their entire value chain, from production to the product’s second life.
Yolanda Rosique explained the increasingly strategic role of sustainability leaders within companies. Based on her experience at MUNICH and its vegan line DUUO, she made it clear that sustainability requires cross-department collaboration, a global vision of impact, and clear, actionable goals.
Ana Aguilar, from Plastiks, emphasized the importance of measuring in order to improve: “Without data, you don’t know what to do. It’s like your doctor telling you to lower your cholesterol without telling you how or by how much.”
Plastiks audits, traces, and certifies environmental impact through a blockchain-based platform built around four pillars, including plastic credits and carbon footprint reduction.
Javier Dolcet, from Dawa, focused on the possibilities of a well-executed circular economy. Far from seeing buyback as a threat, he presented it as a tool for acquiring new customers and increasing customer lifetime value (LTV). “Brands that don’t evolve will die. If you don’t do it, your competitor will.”
He shared a key statistic: 80% of second-hand buyers had never purchased from the brand before, and of those, 70% ended up buying new.
One of the most intense parts of the session revolved around brand communication. It was also highlighted a dual risk: some brands do a lot but are afraid to talk about it for fear of greenwashing accusations; others do very little and communicate as if they’re sustainability champions.
The solution lies in transparency and verifiable data.
The paradox is clear: everyone wants to save the planet, but no one wants to pay more. They discussed generational shifts, the Shein effect, TikTok Shop, and the challenge of communicating premium-priced products.
Yolanda admitted, “Yes, vegan products cost more. But they also last longer.”
Sustainability in eCommerce is neither a utopia nor a luxury. It is a necessity that requires measurement, strategy, technology, and a great deal of honesty. And, as we saw in this roundtable discussion, there is no single way forward, but they all start with taking the impact seriously.
At LogiCommerce, we will continue to promote these types of debates with brands that do, not just say. Because the future of eCommerce also depends on how we take care of our present.
Full video of the session:
