Research conducted by Development Economics reveals that online fashion retailers in the UK distributed an astounding 941 million plastic carrier bags to consumers over the past year, averaging about 2.6 million bags per day.
This trend highlights a widening gap between traditional brick-and-mortar retailers and their online counterparts regarding the reduction of plastic bag usage.
Since the introduction of a levy on plastic bags in the UK in 2015, physical retail has experienced a remarkable 98% decrease in plastic bag consumption. However, as consumer preferences have increasingly shifted towards online shopping, the usage of plastic bags in the e-commerce sector has surged.
If current patterns continue, projections indicate a 40% rise in the number of plastic bags utilized by 2030, coinciding with anticipated growth in online fashion sales. This could lead to approximately 1.3 billion plastic delivery bags being sent to UK households annually over the next decade, culminating in around 6.9 billion bags over five years.
Unfortunately, recycling rates for these bags remain alarmingly low, with only 9% of fashion e-commerce bags being reused or recycled in the UK. As a result, 91% of these bags end up in landfills or are incinerated, with last year seeing 857 million bags disposed of in this manner. If these trends continue, the analysis warns that by 2030, more than 1 billion plastic bags per year could be contributing to environmental pollution through landfill accumulation or incineration.
Stefano Rossi, CEO of DS Smith’s packaging division, stated, “We estimate that we’ve already replaced over 1 billion pieces of plastic in partnership with some of the world’s leading brands over the past four years—but we must do more. While online shopping continues to grow, e-commerce retailers still lag behind high-street stores in transitioning away from plastic bags.”
The study notes that several digital fashion retailers are beginning to adopt more sustainable packaging solutions. For instance, Zalando, a European e-commerce platform specializing in fashion and lifestyle products, has switched to paper shipping bags made from recycled materials and fibers certified by the Forest Stewardship Council (FSC) since 2020, replacing traditional plastic packaging.
Consumer response to this change has been overwhelmingly positive. Since the introduction of recycled content and FSC-certified virgin fiber paper bags, Zalando has recorded a 16 percentage point increase in customer satisfaction regarding its packaging year over year.
David Fischer, Zalando’s director of logistics sustainability and packaging, remarked, “Transitioning from plastic to paper shipping bags has been transformative. The high acceptance rate indicates that we are on the right path with paper bags, which are easy to recycle across most of Europe.”
Rossi further commented, “Brands like Zalando demonstrate that change is feasible, but obstacles remain; there aren’t enough paper alternatives available, and our industry needs to enhance its efforts to provide them. Businesses may be tempted to focus on price, but continuing to rely on plastic carries a hefty cost—consumers are rejecting it, and brands risk damaging their reputation by ignoring this trend. We believe legislation can and should be more rigorous, phasing out certain plastics to create a level playing field that fosters innovation, investment, and healthy competition to replace plastic.”
The study also highlights a strong public demand for increased use of recyclable materials. A survey of 2,000 UK consumers, conducted from February 19 to 24, 2025, found that 67% of respondents support phasing out plastic bags when alternatives are available, while 60% prefer receiving their orders packaged in cardboard or paper.
The prevailing sentiment among UK shoppers reflects a sense of responsibility and preference; half of the surveyed individuals feel guilt over plastic use and believe that retailers (51%), packaging companies (44%), and the government (24%) should take the lead in reducing plastic consumption.
Moreover, nearly half (46%) of respondents indicated they would be more likely to shop with fashion retailers that utilize recyclable packaging. As the data indicates, the Plastic Bag Usage Trends are shifting, and taking action on these trends is essential for a sustainable future.
