14th May, 2025
The Green Last Mile: How Sustainable Delivery Impacts Customer Loyalty
Sustainability is no longer just a nice-to-have, it's a deciding factor for modern consumers. Today's customers want their purchases fast, but they also want them delivered in ways that don't cost the planet.
That's why sustainable last-mile delivery is quickly becoming a competitive advantage.
In this blog, we explore:
Why last-mile delivery has such a large environmental impact
What today's shoppers expect from ecommerce brands
How greener delivery options directly influence loyalty and retention
What you can do to reduce your carbon footprint - without slowing down service
Why Focus on the Last Mile?
The "last mile" refers to the final leg of a parcel's journey - typically from the local depot to the customer's doorstep.
Despite being the shortest segment, it's the most complex, most expensive, and most polluting part of the logistics chain. Reasons include:
Inefficient routing and failed delivery attempts
A surge in same-day and next-day deliveries
High reliance on fossil-fuel powered vans and lorries
According to industry studies such as a McKinsey report, last-mile delivery emissions account for 41% of total supply chain emissions in ecommerce.
Do Customers Really Care About Sustainable Delivery?
Yes - and not just in theory.
A 2023 Descartes study found that 60% of consumers are "quite" or "very interested" in environmentally friendly delivery practices.
The same study revealed that over one-quarter of shoppers would be willing to pay more for sustainable shipping options.
Research from First Insight shows that Gen Z and Millennial consumers are the most sustainability-conscious, with 64% and 93% respectively saying sustainability affects purchase decisions.
This isn't just preference - it's purchase behaviour.
How Green Delivery Affects Loyalty
A shopper might tolerate one delayed delivery. But if your brand appears careless about environmental impact, you'll lose them long term.
Sustainable delivery signals:
Responsibility
Transparency
Shared values
These aren't just buzzwords - they're loyalty drivers. Customers are more likely to stick with brands that reflect their values, especially when it comes to climate impact.
Four Ways to Make Your Last Mile More Sustainable
Offer Eco-Friendly Delivery Options at Checkout
Give customers the power to choose:
Consolidated delivery windows
Carbon-neutral shipping options
Local or low-emission courier services
Even if only some opt-on, just offering the choice builds trust.
Reduce Failed Delivery Attempts
Missed deliveries waste time, fuel and packaging.
With Voila, you can:
Send proactive delivery alerts
Show real-time tracking with ETAs
Let customers specify safe places with delivery instructions
This improves experience and cuts unnecessary carbon emissions.
Choose Sustainable Couriers
Look for courier partners investing in:
EV or bike-based fleets
Route optimisation
Carbon offsetting initiatives
Voila supports integrations with many of these, and gives you full visibility of courier performance.
Communicate Your Sustainability Clearly
Sustainability only builds loyalty if customer know about it. Use:
Branded tracking pages
Delivery emails
Post-purchase messaging
To highlight your green choices - without greenwashing.
Where Voila Fits In
Voila isn't just about tracking - it's about building a smarter, greener delivery experience.
We help you:
Prevent failed deliveries with real-time updates
Offer branded tracking pages that show your sustainability efforts
Integrate with low-emission couriers and local delivery partners
And with Hey Voila, our AI chatbot, you can handle high volumes of WISMO queries automatically - reducing unnecessary delivery attempts caused by confusion or missed communication.
Sustainability Builds Loyalty - and Loyalty Drives Revenue
Sustainable last-mile delivery is no longer optional - it's a strategic advantage.
Customers want it. The environment demands it. And the brands that deliver it - literally and figuratively - are the ones that earn lasting loyalty.
Book a demo to see how Voila helps you build a greener, smarter post-purchase experience.
Frequently Asked Questions
What is sustainable last-mile delivery?
It refers to environmentally responsible delivery practices in the final leg of fulfilment, often involving EV fleets, route optimisation, and reduced packaging.
Why does last mile matter so much?
Despite being the shortest leg, it's the most carbon-intensive due to stop-start driving, failed deliveries, and inefficient logistics.
How does Voila help reduce delivery emissions?
By improving delivery success rates, enabling better customer communication, and supporting integration with green couriers and fulfilment strategies.
Join the brands who've simplified fulfilment without changing their stack.
Contact us today and sprinkle some Voila on your logistics.
