The goal of the project has been to investigate whether increased information about e-commerce with groceries to households leads to more shopping being done online instead of in physical stores, and whether this in turn affects households’ travel habits, transport work, and climate impact. Data has been collected from Hemköp’s customers in the Greater Stockholm area. The purpose is to provide Axfood—and, by extension, the grocery retail industry as a whole—with greater insight into how the climate impact from transport linked to e-commerce can be reduced.
The project’s results and recommendations show that: • Electrification of delivery vehicles is a key factor for increased e-commerce to result in climate benefits. • Information efforts are crucial—targeted and clear communication can increase consumers’ willingness to choose e-commerce. • Car-dependent consumers should be prioritized in e-commerce initiatives, as their transition offers the greatest potential for emission reductions. • Strategic collaborations between grocery companies, cities, property owners, and other stakeholders are needed to provide attractive alternatives to private car use. • Distribution from warehouses to stores generates relatively low emissions, especially compared with shopping trips by car-dependent households—indicating where the greatest climate gains can be achieved.