E-commerce Keeping Pace with the Spread of 'Value Consumption'

Lotte ON, SSG.com, 11st, and Others
Launch Eco-Friendly Marketing Campaigns

[Asia Economy Reporter Jeon Jinyoung] E-commerce is implementing differentiated marketing in line with the ‘value consumption’ trend.

According to the industry on the 23rd, Lotte ON has launched an eco-friendly project called the ‘Iro ON Brand.’ This project aims to actively promote brands engaged in environmentally beneficial business activities such as vegan and upcycling to customers and to help activate consumption of related products. The Iro ON Brand selected the upcycling brand of discarded firefighter uniforms, ‘119 Leo.’ 119 Leo produces and sells fashion items such as bags and wallets by recycling firefighter uniforms and equipment past their durability period, and donates half of the sales profits to firefighters battling cancer.

SSG.com is holding the ‘Eco-friendly Idea Contest for a Sustainable World with Jjssuk’ in collaboration with the Environmental Foundation until the 28th to gather ideas for reducing e-commerce delivery packaging materials. The winning entries will be decided by a judging panel composed of internal employees and external environmental experts. The focus is on allowing customers to directly participate in the brand production process.

11st also introduced paper cushioning materials in eco-friendly delivery boxes last year, and Market Kurly developed its own reusable eco-friendly packaging called the ‘Purple Box’ to replace paper boxes.

The changes in e-commerce are interpreted as being due to the value consumption trend and the recently emphasized corporate ESG (Environmental, Social, and Governance) management. Lotte Shopping declared ESG management at the end of last year and launched a related committee. SSG.com also established an ESG promotion team to plan related activities.