Knowledge gap in sustainable delivery choices
Dutch webshops that want to know how effective pre-selecting sustainable delivery options is cannot currently rely on public research. There are no concrete figures or research results available on consumer behavior regarding sustainable delivery and the influence of pre-selection by webshops.
Thuiswinkel.org, the industry organization that issues the Thuiswinkel Waarborg seal of approval, does implement a #shopresponsible strategy. What that strategy exactly entails and whether internal data is collected on the effect of default settings at checkout remains unclear.
What webshops can use
The Thuiswinkel Waarborg seal of approval demonstrates that a webshop meets requirements in the areas of legislation, security and service. Members of Thuiswinkel.org receive free legal advice on e-commerce legislation, which is relevant when designing checkout processes and communicating about delivery options.
On 27 August 2026, the organization published an update on the PPWR (Packaging and Packaging Waste Regulation). Verpact is for now sticking to existing practice regarding this European packaging regulation. From 15 August, the NIS2 directive will also come into effect, which has implications for cybersecurity requirements for webshops.
Practical consequence for Dutch webshops
Without research data, it remains guesswork for webshops whether pre-selecting a sustainable delivery option actually leads to more environmentally friendly choices, or whether consumers actively choose a different option. Webshops that want certainty on this will have to test it themselves or inquire with checkout software providers about available insights.
The absence of public figures also makes it difficult to substantiate the business case for sustainable delivery to management or shareholders. Industry organizations could play a role by collecting this type of behavioral data and sharing it anonymously with members.