Eco-Friendly Products: 38 Bestsellers For 2026

As the realities of climate change become more obvious each day, consumers are rethinking how they shop. Many now expect the brands they buy from to offer more eco-friendly products.

In one study, 39% of respondents ranked environmental impact as extremely or very important when buying products. On top of this, 55% of consumers are willing to pay more for sustainable brands offering products that are locally sourced, made from eco-friendly materials, and produced with a low-carbon footprint.

Selling eco-friendly products is more than just another business idea—it’s a growing market opportunity. Ahead, discover dozens of product ideas that can help you meet the rising demand for sustainable goods.

What are eco-friendly products?

Eco-friendly products are goods designed to reduce harm to the environment. They’re typically made using sustainable materials, ethical production methods, and processes that minimise waste, pollution, and carbon emissions.

Eco-friendly products must meet strict standards in the US for how their manufacturing process, packaging, delivery, use, and disposal affect the environment. These products often are certified by third-party organizations to verify their sustainability claims. Depending on where you sell, labelling requirements may differ. Be sure your claims are backed up and properly communicated to customers based on your region’s laws. 

“Eco-friendly” and “sustainable” are umbrella terms referring to a brand or product’s minimal impact on humans, animals, and the planet. These products or brands typically possess one or more of the following traits:

• Ethically manufactured
• Fair trade or fair wages and fair treatment of workers
• Low environmental impact through waste reduction or use of sustainable materials
• Investment in carbon removal projects
• Low-impact shipping materials and methods
• Recyclable or reclaimed materials used
• Zero-waste alternative to conventional products
• B Corp certification or other sustainable certifications
• Natural, organic, plant-based ingredients
• Donation of proceeds to charities and causes

Whether you’re looking to sell sustainable products for home office design, ethical loungewear, or clean comfort foods, we’ve got you covered. Read on for product ideas and practical tips to help you launch and grow an eco-friendly business.

Sustainable products vs. eco-friendly: what’s the difference?

The terms “eco-friendly” and “sustainable” are often used interchangeably, but they’re not quite the same thing. 

Eco-friendly products are designed to reduce harm to the environment. This might mean using recycled or biodegradable materials, avoiding toxic chemicals, cutting down on plastic, or lowering carbon emissions during production. 

Sustainable products, on the other hand, take a longer-term, more holistic view. Sustainability looks at the entire life cycle of a product, from sourcing raw materials and manufacturing to distribution, use, and end-of-life disposal. 

This often includes:

• Responsibly sourced or renewable materials
• Ethical and fair labor practices
• Low-impact manufacturing processes
• Durable, long-lasting product design
• Circular economy principles, such as reuse, refill, repair, or recycling

Many products fall somewhere in the middle. A reusable water bottle made from recycled materials might be eco-friendly, but if it’s produced in poor working conditions or designed to be replaced every year, it may not be fully sustainable. 

Types of eco-friendly products

There are countless ways to build a sustainable product business that is also commercially viable.

Ahead is a list of key eco-friendly product categories, including real-world examples and the business case behind each one. You’ll learn why customers buy them, what makes them appealing, and where the opportunities lie for brands today.

• Sustainable technology devices and accessories
• Sustainable office accessories
• Eco-friendly products for pets
• Ethical apparel
• Goods for gardens and the great outdoors
• Kind foods
• Earth-friendly fitness gear
• Clean beauty and personal care
• Sustainable supplies for home and kitchen
• Gifts that give back
• Eco-friendly fashion accessories
• Naturally creative kids’ products
• Sustainable travel essentials

38 eco-friendly products to sell

Our list includes real examples of successful brands selling the best eco-friendly products in each category—everything from green cleaning products to single-use plastic alternatives.

• Compostable audio accessories
• Solar energy devices
• Sustainable office accessories
• Vegan pet accessories
• Pet toys made from recycled plastic bottles
• Pet treats made from food waste
• Recycled cotton clothing
• Small-batch apparel
• DIY gardening supplies
• Recycled plastic patio furniture
• Beehive supplies
• Sustainable coffee
• Repurposed vegetable waste
• Natural activewear
• Sustainable yoga gear
• Sportswear made from recycled plastic
• Refillable beauty products
• Personal care without harmful chemicals
• Dental care without unnecessary waste
• Body goods from nature
• A sustainable solution to glassware
• Reusable utensils and straws
• Plastic-free laundry detergent sheets
• Refillable cleaning tablets and concentrates
• Toys that protect the planet
• Plant-based food supporting animal rescue
• Clean candles that give back
• Eco-friendly recycled jewelry
• Ethically produced bags
• Socks that reduce plastic waste
• Reusable bags
• Recycled plastic eyewear
• Environmentally friendly paper products
• Natural toys
• Creative eco-kits
• Reusable travel pouches
• Eco-friendly toiletries
• Water filter bottles

To help you navigate the best ideas for your brand, this list is divided into categories like apparel, pet goods, food, and tech. Let’s dig into each category with more specific ideas to meet customer expectations.

Sustainable technology devices and accessories

Imagine an eco-friendly future powered by innovative gadgets. Technology has advanced to maximize solar power and give more products longer battery life.

Developing a product from scratch can take years of research and development, but it’s a great option if you have a promising business idea. A quicker way to get started involves dropshipping, white labeling, or connecting with established suppliers to source existing eco-friendly tech products like rechargeable battery packs and sustainable tech accessories.

Technology products also generate a lot of waste—every time you upgrade your mobile phone, another case ends up in a landfill. Compostable cases, or other accessories made from recycled or reusable materials, are easy eco-friendly products to market and sell.

1. Compostable audio accessories

Pela Case sells compostable cases for phones and AirPods. The brand’s site boasts that producing these cases generates 30% fewer carbon emissions and uses 34% less water than conventional cases.

2. Solar energy devices

EcoFlow manufactures clean generators, portable solar panels, and power chargers that use renewable energy to keep gadgets running on the go.

3. Sustainable office accessories

Oakywood creates home office tech accessories using natural materials like wood, cork, and wool. For every handcrafted item sold, one tree is planted. Oakywood has contributed more than 87,000 trees.

💡Tip: Skip the R&D stage by dropshipping, white labeling, or private labeling eco-friendly tech products.

Eco-friendly products for pets

Pet adoption experienced a boom in 2020, with people spending more time at home during the pandemic. The pet product industry has boomed since, with an estimated $157 billion spent on pet products in the US in 2025.

Cater to these proud pet parents while also minimizing waste with eco-friendly product ideas for dogs and cats. Think pet beds made from recycled plastic bottles, dog treats baked with organic ingredients, and leashes and collars sewn from natural biodegradable materials.

4. Vegan pet accessories

Wigglywoos is a pet brand committed to using animal-free materials, including hemp- and cork-based vegan leather. All products are made sustainably in small batches at its home studio.

5. Pet toys made from recycled plastic bottles

Harry Barker is known for its designer dog toys and accessories that are also sustainably produced. From recycled yarn toys to leashes made from recycled plastic bottles, Harry Barker blends high-end design with earth-friendly materials to reduce plastic waste.

6. Pet treats made from food waste

Shameless Pets’ treats are made from food rescued from agricultural and production waste streams, diverting thousands of pounds of food from landfills—each treat is made from at least 25% upcycled ingredients. The brand also packages its treats in post-consumer waste plastic bags and boasts solar-powered production facilities.

💡Tip: Producing and selling food products (even for pets) involves some upfront work to ensure you meet safety and labeling requirements unique to each region.

Ethical apparel

The fashion industry has a long history of negative environmental impacts and unethical production practices. But that’s beginning to change, thanks to a growing number of fashion brands that put the earth—and people—first. A pushback against fast fashion has helped sustainable brands thrive.

Today’s customers are also doing their homework. They’re researching where materials come from, how garments are made, and who’s behind the production process before they buy. Brands that are open about their supply chains (such as sharing sourcing details, certifications, and manufacturing partners) build trust and stand out in a crowded market. 

If you’re looking to start a fashion business, bake sustainability into your strategy with thoughtful practices that reduce your carbon footprint. Some eco-friendly product ideas include garments made from organic materials, locally produced fashion lines, vegan alternatives to leather, and versatile, durable clothes meant to be worn for life.

7. Recycled cotton clothing

Pangaia takes sustainability seriously. The activewear brand considers its impact throughout the entire supply chain of its comfy activewear line, from using innovative materials like recycled cotton and renewable fibers to measuring and reducing its carbon footprint.

8. Small-batch apparel

Uniform Handmade is committed to designing simple, versatile pieces made to last. The clothing brand handcrafts its timeless garments in a small studio, using linen and natural dyes.

Goods for gardens and the great outdoors

With grocery prices rising and work-from-home policies letting people spend more time at home, the past few years have seen an uptick in demand for plants and gardening products. Now is the time, as an aspiring entrepreneur, to jump on this trend.

Offer products that help customers realize the balcony container gardens of their dreams, or supply décor items that turn backyards into a staycation oasis.

Seed-growing kits, planters, handcrafted patio sets, recycled outdoor rugs, birdhouses, and beekeeping supplies are all popular eco-friendly products you can sell online. But physical products aren’t the only opportunity here. Many customers are actively looking for guidance, too, especially beginners.

Consider pairing your products with digital offerings like step-by-step gardening courses, seasonal planting guides, downloadable garden planners, or even a paid subscription that offers ongoing tips, planting calendars, and community support. These low-overhead products add real value, build long-term relationships with customers, and help turn one-time buyers into loyal fans.

9. DIY gardening supplies

Orta Gardens makes small-scale gardening easy with self-watering planters, seed pods, and microgreen kits. The brand’s blog is packed with helpful advice for waste-free gifting and DIY projects—a smart content marketing strategy to attract its target audience.

💡Tip: If you are selling live plants or soil online, there may be restrictions on shipping across state or country borders. Check with your local government.

10. Recycled plastic patio furniture

Yardbird outdoor furniture is the perfect addition to a cozy backyard retreat. It’s also made with recycled ocean plastic, but looks just like natural wicker. The brand keeps a running tally of plastic waste rescued from oceans and offsets 100% of its carbon emissions.

11. Beehive supplies

BackYardHive sells budding beekeepers everything they need to get started. The brand promotes healthy bee-centric and chemical-free beekeeping practices, spreading its mission through online courses and beginner beekeeping kits.

Kind foods

Organic. Fair trade. Vegan. Solar-grown. There are plenty of buzzwords in the food industry, as consumers become more conscious of what they’re putting into their bodies.

While it’s a packed market, there’s still room for entrepreneurs to put a new twist on an old favorite and sell food online. Eco-friendly food products might feature items made with natural or organic ingredients, products sourced using fair trade practices, creative alternatives to animal ingredients, and food made from imperfect produce.

12. Sustainable coffee

Higher Grounds Coffee is a certified B Corp company committed to sustainability throughout its supply chain, from partnering with charities to providing living wages through fair trade programs to delivering beans by bike.

13. Repurposed vegetable waste

Pulp Pantry takes perfectly edible veggie pulp (the byproduct of juicing) and combines it with delicious flavors to create a crispy chip. The brand’s aim is to help reduce the 133 billion pounds of food that end up in landfills each year.

Earth-friendly fitness gear

At-home fitness is on the rise, with many people replacing gym memberships with Pelotons, weight sets, and other home workout gear. While the convenience of exercising at home has helped this trend stick around, the specific products people gravitate toward can shift quickly.

That’s why market research matters here. Fitness trends move fast. What’s “must-have” one year can feel outdated the next, so it’s important to validate demand, watch emerging behaviors, and avoid overcommitting to short-lived fads.

There are still plenty of opportunities to enter this space with thoughtful, eco-friendly products that prioritize durability and long-term use over novelty. Think sportswear and yoga gear made from recycled or renewable materials, cork yoga mats, and fitness equipment designed to last for years.

14. Natural activewear

Allbirds produces sustainable products for active living, including sneakers made from natural materials like wool and sugarcane. The brand also works with efficient manufacturers to reduce energy, has been B Corp certified since 2016, and sells pre-loved gear through its ReRun marketplace, ensuring sustainability across the entire life cycle of its products.

15. Sustainable yoga gear

Manduka’s eKO series yoga mats are made from natural, renewable rubber—a 100%-biodegradable product—and non-AZO dyes. The brand also accepts used mats through its LiveON recycling program.

16. Sportswear made from recycled plastic

Five12 is a performance-wear brand committed to using innovative materials. Recycled fishing nets, water bottles, and even windshields have a chance at a second life, transformed into shorts or tops that are UV-protected and moisture-wicking.

💡 Tip: Fitness trends can change quickly. Do adequate market research before you start your business.

Clean beauty and personal care

Clean beauty isn’t a new concept. But growing consumer awareness of what goes in and on their bodies has accelerated this trend without signs of stopping. Even makeup giants like Sephora have dedicated entire collections to products labeled “clean.”

Generally, the term refers to products made from organic and naturally derived ingredients that don’t contain certain substances, like sulfates in shampoo or conditioner. When selling makeup or skin care products online, it’s important to find a niche in the crowded market.

Conduct product research on ingredient trends. Think eco-friendly products tailored to specific skin types or underrepresented markets, or earth-friendly alternatives to personal care items like toilet paper.

Consider sustainable packaging in the equation, too: Can you offer a zero-waste option like a refillable tube? What about a plastic-free and waterless shampoo bar? Or reusable makeup remover pads and cotton swabs?

17. Refillable beauty products

Fluff sells refillable makeup products in quarterly limited-time drops. 

“Our compacts are designed hopefully to last a lifetime, or for a long time at the very least,” says founder Erika Geraerts. “You buy it once and that’s your entry into the brand, because then it’s about refilling and trying different colors and shades.”

18. Personal care without harmful chemicals

Tsuno’s sustainable take on tampons and other personal care products uses bleach-free organic cotton instead of conventional materials. And each box sold helps fund girls’ educations in Sierra Leone and Uganda.

19. Dental care without unnecessary waste

VirtueBrush eliminates plastic waste from hair brushes and disposable bamboo toothbrushes with plastic-free packaging. The company also offsets its impact through a tree-planting program that has planted more than 62,000 trees.

20. Body goods from nature

Boreal Folk is a brand founded by a couple dedicated to making a minimal impact with their business. They ethically source botanicals and formulate products in their mobile “wilderness lab,” packaging bath and body goods using eco-friendly packaging.

💡 Tip: Like food production, selling makeup and skin care is subject to requirements to ensure safe manufacturing and handling. Check with local governments to confirm your facility and packaging are up to code.

Sustainable supplies for home and kitchen

There’s still plenty of room in the home and kitchen space for eco-friendly innovation. Product ideas include biodegradable cutlery, bamboo picnicware, reusable paper towels, silicone or stainless steel straws, reusable sandwich bags, compostable paper plates, waterless laundry detergent strips, countertop composters, and upcycled furniture.

Beyond one-off purchases, this category is especially well suited to subscriptions. Think refill programs for cleaning supplies, recurring deliveries of compostable kitchen essentials, plastic-free laundry detergent strips, or seasonal eco-swap boxes that help customers replace everyday disposables over time. Subscriptions make sustainable living feel more manageable while giving your business predictable, recurring revenue.

21. A sustainable solution to glassware

Green Glass is a big name in the upcycling space, taking castoff glass bottles and transforming them into gorgeous reusable drinking glasses, like Flora & Fauna’s set with etched art.

22. Reusable utensils and straws

FinalStraw took an innovative approach to reusable straws by designing one that’s stainless steel and collapsible, complete with a carrying case and portable cleaning brush.

23. Plastic-free laundry detergent sheets

Laundry sheets are one of the biggest mainstream eco swaps right now. Proofed! sells plant-based laundry sheets that distinguish themselves as the only truly 100% plastic-free option by eliminating Polyvinyl Alcohol (PVA/PVOH), a hidden microplastic often found in competitors’ products.

24. Refillable cleaning tablets and concentrates

Blueland sells dissolvable, plant-based tablets that turn plain water into rich foaming hand soap, letting you refill your dispenser instead of buying a new one. They come in tiny, compostable paper packets, which saves storage space and cuts out single-use plastic waste entirely.

Gifts that give back

Another approach when starting a sustainable business is deciding whether to support a cause or partner with a charitable organization.

Think critter-friendly goods from brands that give back to animal rescues, donating partial proceeds of furniture sales to affordable housing projects, or selling refillable plastic bottles that support water projects like well building. The more the cause aligns with your products and values, the better.

💡Tip: Setting up an official charity can be a lot of work on top of running your business. If you have no experience in the nonprofit sector, partner with an established charity to help put your donations to use.

25. Toys that protect the planet

The World Wildlife Fund relies on donations, but also sells “adoptions” that include a plush toy and adoption certificate. Product sales provide another option for its audience to support the environmental nonprofit.

26. Plant-based food supporting animal rescue

Herbivorous Butcher is a vegan meat business that operates a deli, alongside a sister business—a farm sanctuary. Proceeds from some of the brand’s merch (like this piggy pin) support the sanctuary.

27. Clean candles that give back

Frères Branchiaux was a candle-making business started by three young brothers (with their mom’s help). The boys decided from the outset that their business should stand for something, so they chose to support organizations helping unhoused people in their city.

Eco-friendly fashion accessories

Entering the fashion industry can be daunting, with strong competition from low-cost fast fashion and high-end designers. But putting an innovative eco-friendly twist on an existing product can help you carve out a niche.

Ideas for eco-friendly fashion accessories to sell include belts made from materials diverted from landfills, reusable shopping bags, socks that can be sent back for recycling, and upcycled wallets. Is there a product without a sustainable option? Fill that gap in the market.

28. Eco-friendly recycled jewelry

Their Jewelry sells sustainable fine and demi-fine jewelry made from recycled materials. Rather than using its eco-friendly practices as a marketing gimmick, the brand threads sustainability through its entire operation.

“I believe your values will shine through. And if you’re doing something interesting and unique that is true and honest to you, that will resonate more often than not with other people like yourself,” says co-founder Alexander Ludwig.

29. Ethically produced bags

Rice Love works with ethical manufacturing partners to produce pouches and other accessories from reclaimed rice bag burlap. For each product purchased, the brand donates a bag of rice to a family in need.

30. Socks that reduce plastic waste

Swedish Stockings boasts emission-free production of its recycled knit hosiery. Its Recycling Club invites customers to ship back old socks in exchange for a purchase discount.

31. Reusable bags

Notabag is a brand of totes and duffels that focuses on smart product design and long-lasting construction. Its signature tote doubles as a backpack, reducing the need for multiple bags. The brand is a member of 1% for the Planet, donating a portion of revenue to Save the Children.

32. Recycled plastic eyewear

Dick Moby introduced sustainability to an everyday accessory: sunglasses. Its line includes biodegradable models as well as styles made from recycled plastic.

Naturally creative kids’ products

The toy market was worth approximately $45.6 billion in 2025. Unfortunately, many of the toys and games bought that year will end up in a landfill. While convenience often wins for busy parents, many are pushing back against plastic. Appeal to this market by selling toys and crafts with product sustainability in mind.

Think safe craft supplies and plastic-free exploration kits, recycled paper notebooks, and sustainable wooden ride-on toys.

33. Environmentally friendly paper products

EcoJot sells notebooks and other paper products that are so beautiful, you’d never know they were made from 100% post-consumer recycled paper. The brand also donates proceeds to a number of charitable organizations.

34. Natural toys

A Toy Garden sells a wide variety of natural and creative toys for kids. The site is a one-stop shop for everything from USA-made wooden instruments to beeswax and soy crayons, to natural face paints.

35. Creative eco-kits

Conscious Craft focuses on creative play and appreciation for nature. Kids’ gardening tools, outdoor exploration kits, and recycled art supplies are all available.

Sustainable travel essentials

You can also find eco-friendly product opportunities in sustainable travel essentials. Items like reusable pouches and bags, toiletries, reusable water bottles, coffee mugs, and packable tote bags are all great options to consider.

36. Reusable travel pouches

Aloha Collection sells lightweight, durable, waterproof travel bags like pouches, totes, and toiletry kits. Aside from offering reusable bags perfect for traveling, the company also donates 5% of profits each year to Hawaiian conservation organizations.

37. Eco-friendly toiletries

My Skin Feels rescues food waste from items like mandarin oranges, olives, oats, and tomatoes. The brand uses nutrient-rich ingredients, transforming what normally would be wasted into effective skin products.

“If no one’s doing anything, I have to do something to prove that it can be done, and if I can do it, everyone else can do it too,” says founder Danielle Close.

You could also consider selling plastic-free toiletries, like shampoo or soap bars made from sustainable ingredients.

38. Water filter bottles

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Travel-friendly bottles with built-in filters like LifeStraw let travelers safely drink tap water instead of buying plastic bottles on the go. They reduce plastic waste and help travelers save money in airports and tourist areas.

How to source eco-friendly products

Sourcing eco-friendly products can feel overwhelming at first, especially when every supplier claims to be “green.” You don’t need to get everything perfect from day one, though. What matters most is doing your homework, asking the right questions, and choosing partners who are genuinely committed to responsible practices.

Where to find sustainable suppliers

Unfortunately, there’s not a single directory of “perfect” sustainable suppliers, but there are a few reliable places to start:

• Certified supplier databases from organisations like Fair Trade, Global Organic Textile Standard, or Forest Stewardship Council
• Trade shows and expos focused on ethical manufacturing, sustainability, or eco-friendly goods
• Local and regional manufacturers, which can help reduce transport emissions and improve oversight
• Supplier referrals from other founders in sustainability-focused communities or forums

Where possible, look for suppliers that openly share information about their materials, production methods, and labor practices.

Questions to ask potential suppliers

Some useful questions include:

• Where are your materials sourced from?
• What sustainability certifications do you hold (if any)?
• How do you manage waste, energy use, and emissions?
• What labor standards do you follow, and where is production based?
• Can you provide documentation or third-party verification?

Red flags in sustainable sourcing

Sustainable sourcing requires transparency. Sustainable suppliers should be able to clearly explain their eco-friendly practices with evidence, not rely on broad claims. As you evaluate partners, keep an eye out for these common red flags:

• Vague claims like “eco-conscious,” “green,” or “planet-friendly” without clear definition of what that actually means in practice or documentation. 
• Limited transparency around sourcing or manufacturing, including where products are made, how materials are sourced, or what labor standards are followed.
• Over-the-top sustainability messaging that sounds great on a website but isn’t backed by certifications, audits, or measurable data. 
• Prices that seem too good to be true for ethnically produced goods. Responsible materials, fair wages, and low-impact processes cost more.

Greenwashing—making misleading claims about environmental benefits—is common, especially as demand for eco-friendly products grows. When in doubt, choose suppliers who are honest about their progress towards more sustainable practices. 

How to get eco-friendly certifications for your products

Certifications can add credibility, build trust with conscious consumers, and help differentiate your brand, but they’re not mandatory for every business. The key is choosing certifications that actually align with your products and values.

Certifications worth pursuing

The right certification depends on what you sell, but some widely recognised options include:

• Fair Trade for ethical labour and fair wages
• Global Organic Textile Standard (GOTS) for organic fibers and textile production
• Forest Stewardship Council (FSC) for wood, paper, and forest-based materials
• USDA Organic for food and agricultural products
• Cradle to Cradle for circular, sustainable product design
• B Corporation (B Corp) for businesses that meet high standards of social and environmental performance, transparency, and accountability

Choosing the right certifications

Not every eco-friendly product needs a certification, and not every certification is worth pursuing for your business right now. 

Before applying, ask yourself:

• Does this certification matter to my customer? Some certifications carry more weight in certain industries. For example, textile buyers may recognise GOTS, while food shoppers might actively look for USDA Organic.
• Does it align with how my product is actually made? Certifications should validate your existing practices. If you’re already sourcing responsibly, the right certification will feel like a natural extension of what you’re doing.
• Can I maintain compliance long-term? Many certifications require annual renewals, audits, or ongoing reporting. Make sure you have the systems, suppliers, and internal processes in place to stay compliant as you grow.
• Is the cost realistic for my current stage of business? Between application fees, audits, and operational changes, certifications can add up. Early-stage brands may be better off focusing on transparency and documentation first, then layering in certifications later.

The certification process

While each certification has its own requirements, most follow a similar process:

• Application. You’ll submit basic information about your business, products, suppliers, and production methods.
• Documentation. Expect to provide proof of materials, sourcing, manufacturing processes, and labour practices. This may include supplier invoices, certifications, policies, or traceability records.
• Audit or review. Depending on the certification, this might be a desk review, a virtual audit, or an on-site inspection. Auditors are looking for consistency between what you claim and what actually happens in practice.
• Approval and ongoing compliance. Once approved, most certifications require regular renewals, updated documentation, or follow-up audits. 

Circular economy models for eco brands

A circular economy aims to keep items in use for as long as possible, extending their life and reducing the need to produce new items. Adapting a circular economy model is important because it can help slow climate change, protect the environment, and even promote social justice by supporting underserved communities.

Circular economies are already in practice in some regions. Europe introduced the circular economy action plan (CEAP), which is part of the European Green Deal, in 2020.

Ecommerce brands can support more sustainable consumption and a circular economy in many different ways. Some ideas include:

• Using refillable product packaging for items like makeup, skin care, or food
• Buying back used items like clothing and reselling them on your site
• Encouraging customers to reuse packaging in creative ways
• Selling used, vintage, and antique items
• Refurbishing or repairing damaged or out-of-style items to give them a new life

Beyond eco-friendly products: how to build a zero-waste store

Beyond sourcing and selling sustainable products, building a zero-waste ecommerce business is the ultimate goal.

Key elements of a zero-waste store include:

• Carbon-neutral shipping. Offer customers the option to pay to offset an order’s carbon footprint. Consider options like Shopify Planet or EcoCart from the Shopify App Store.
• Refillable product packaging. Give customers the option––especially if you offer a loyalty program––to purchase products that are refillable. Shoppers can reuse original packaging, reducing waste.
• Sustainable packaging. Ship orders in sustainable packaging like biodegradable mailers, eliminate double boxes for shoes, or use upcycled cushioning for breakables.
• B Corp certification.B Corporations meet high standards of social and environmental impact.

If you want to go the extra mile, consider selling fair trade products or getting your products certified with the applicable Greener Products certifications from the EPA.

Keep in mind that if you’re shipping internationally or operating in highly regulated markets, you’ll need to adhere to any relevant regulations. These might include single-use plastic bans or following guidelines set by the EU Green Deal.

How to market eco-friendly products effectively

Understanding your target audience

Before you can successfully market your eco-friendly product, you need to understand who you’re talking to. Lots of shoppers want to “go green,” but your audience is more specific than that. Are they young professionals who care about reducing waste? Parents looking for non-toxic products for their kids? Outdoor enthusiasts committed to protecting the environment?

Knowing your audience’s motivations, values, and lifestyle choices is key to crafting a message that resonates. Do your research—whether it’s through surveys, customer feedback, or social listening—to understand what drives their purchasing decisions.

Using social media for promotion

Social media is a hotbed for conversations about sustainability, making it a great place to promote your eco-friendly products.

Platforms like Instagram, TikTok, and Pinterest are great for visually showcasing your products in an appealing, authentic way. You can also share behind-the-scenes stories of your production process, highlight your products’ environmental benefits, and even get creative with how-tos and tutorials.

Engagement is key on social media. Respond to comments, ask for feedback, and create posts that encourage interaction, like polls or Q&A sessions.

Use relevant hashtags like #EcoFriendly, #SustainableLiving, or other keywords unique to your niche to increase discoverability and help eco-conscious consumers find you.

Creating compelling eco-friendly messaging

Crafting a compelling message goes beyond saying, “Our product is eco-friendly.” You need to tell a story that connects with your audience on a deeper level. Focus on the benefits your product offers, not just for the planet, but for the consumer too. Is it healthier, longer-lasting, or made from innovative materials?

Be clear and honest in your messaging and product descriptions—today’s consumers are savvy and can easily spot greenwashing. Highlight specifics: Do you use 100% recycled materials? Are your products cruelty-free?

Leveraging influencer partnerships

Partnering with influencers who align with your brand values can be a game-changer for introducing your product to a wider (yet still relevant) audience. The key is to choose influencers who are genuinely passionate about sustainability—those whose followers already trust their recommendations.

Micro-influencers, in particular, can be highly effective. They tend to have niche audiences with higher engagement rates, and their followers are likely to share similar values. Authenticity is everything here—an influencer’s recommendation should feel like a natural fit rather than a sales pitch.

Highlighting certifications and eco-labels

Certifications and eco-labels are powerful trust signals for consumers, so don’t be shy about flaunting them. Labels like Fair Trade, USDA Organic, and Energy Star show that your product meets recognized sustainability standards and provide buyers confidence about their purchase.

Make sure these certifications are prominently featured in your marketing—whether on your website, packaging, or social media. And don’t stop at just showing the logos. Take the time to explain what each certification means and why it matters. Educating your audience builds credibility and further differentiates your product from competitors who make vague or unsupported claims.