New research from IMRG and Ecommpay reveals how charitable giving and environmental responsibility are shaping consumer expectations, and how retailers can respond.
Meeting values at the point of sale
Retail is no longer just transactional. Today’s consumers increasingly expect the brands they buy from to reflect their own values, and that means showing genuine support for social and environmental causes. In fact, The Giving Economy, a recent research report by IMRG and the Ecommpay payment platform, reveals that over 65% of shoppers are more inclined to purchase from retailers that give back.
The data paints a clear picture: while price and product still matter, brand purpose now plays a bigger role in influencing where people choose to spend. For retailers, that means embracing a more values-led approach – especially at the checkout.
The checkout as a catalyst for giving
When asked when and where they’re most likely to donate, over half of consumers (53.4%) said the checkout. That’s not surprising – it’s a moment of reflection, decision, and intention. For businesses, it’s a prime opportunity to offer meaningful prompts that align with this mindset.
Consumers aren’t looking for pressure, they’re looking for choice. Nearly 60% want to select the cause themselves, rather than have it dictated. And they want transparency: 90% say it’s important to understand where their money goes, with preferences for donation breakdowns, impact summaries, and progress trackers.
A smoother way to give
Ease is essential. According to the study, 72% of consumers would be more likely to donate if the process were seamless. This doesn’t mean reinventing the checkout flow – quite the opposite. Simple, optional prompts that allow users to round up their purchase or make a one-off donation can go a long way in driving participation.
It’s worth noting that consumers also reject friction. Automatic opt-ins or recurring payment options are viewed with scepticism. Instead, the majority prefer low-commitment, transparent options that they can control, such as rounding up basket totals or matching donations, both of which received a positive response from over 70% of shoppers.
The business case for sustainability
The implications of this research go beyond charity. Sustainability also plays a defining role in how brands are perceived and whether consumers keep coming back. Younger shoppers, in particular, are driving this shift: nearly 40% of 18-34-year-olds say they often choose retailers with eco-conscious practices.
The most desired initiatives? Eco-friendly packaging, sustainable product materials, and ethical sourcing topped the list. While cost-of-living concerns still shape behaviour, it’s clear that sustainability is no longer a niche differentiator – it’s fast becoming the norm.
That trend is only set to grow. Nearly half of respondents (45.6%) believe retailers will become more environmentally responsible over the next five years, and a further 22.4% think it will become standard practice.
Why this matters for ecommerce growth
Purpose-driven ecommerce isn’t just good for society – it’s good for business. Our research shows that consumers are ready and willing to support causes at the checkout. But they want flexibility, clarity, and authenticity.
For merchants, this opens up new opportunities to build loyalty and differentiate in a crowded market. Whether it’s offering donation options, switching to greener packaging, or partnering with charities that resonate with your customer base, the key is to integrate these efforts meaningfully into the user journey.
Small gestures can have a big impact. And when purpose is baked into the payment experience, it turns checkout from a moment of conversion into a moment of connection.
Key takeaways: what retailers should do next
- Make giving easy: offer optional donation prompts at the checkout. Keep it simple, seamless, and voluntary.
- Let customers choose: provide a choice of charities or allow users to select their preferred cause.
- Be transparent: share how donations are used and the impact they’ve made through summaries or progress trackers.
- Offer the right incentives: round-ups and matching campaigns are popular and effective ways to boost engagement.
- Prioritise sustainability: eco-friendly packaging and ethically sourced products are high on consumers’ wishlists – especially for younger shoppers.
Want to dive deeper into the data?
Download the full Giving Economy report to explore all the insights and recommendations for values-led ecommerce growth.
About Ecommpay
Ecommpay is an inclusive global payments platform designed to help businesses grow. We make online payments as smooth as possible. We’re more than just a provider, we’re business partners dedicated to keeping our clients’ payments flowing, helping them make the most out of every transaction. We offer global and local acquiring, over 180 payment methods, payments processing and orchestration on one platform and via a single API.
