New analysis from sustainable packaging business DS Smith revealed three in four UK shoppers (76%) still receive fashion orders wrapped in plastic, despite 69% supporting a shift to paper packaging.
Only 4% of consumers polled said plastic was always essential, while 38% described it as unnecessary.
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The UK is now the largest market for e-commerce plastic delivery bags among major European economies, with 941 million shipped to UK shoppers last year alone.
The findings come a decade after the introduction of the plastic bag levy, which has slashed single-use plastic bag use in UK stores by 98%.
But with the levy not applying to online deliveries, the Department for Environment, Food & Rural Affairs (DEFRA) reports plastic bag sales rising for the first time in a decade – fueled by ecommerce.
DS Smith warns the delivery loophole could undo environmental gains. Previous research suggested nearly seven billion plastic bags will be used for UK deliveries by 2030, equating to over 130,000 bags every hour. Less than 10% of e-commerce bags are reused or recycled, with the vast majority incinerated or landfilled.
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By GlobalData“Shoppers are clear that they don’t want unnecessary plastic in their fashion orders, and many would support stronger action, including legislative change,” said Samantha Upham, senior sustainability manager at DS Smith. “Legislation should evolve with consumption patterns to recognise the rapid growth of e-commerce and help create a level playing field that encourages innovation.”
For fashion retailers, the findings highlight rising consumer frustration alongside growing scrutiny from policymakers and NGOs. DS Smith, which has partnered with brands to replace 1.7 billion plastic items since 2020, says scalable solutions already exist, from recyclable paper packaging to alternative materials made from hemp, seaweed and agricultural by-products.
Dr Regina Frei, professor of sustainable and circular systems at the University of the Arts London Academics argued that the problem extends beyond individual brands.
She said: “Whilst most plastics are technically recyclable, many, especially soft plastics, are often not recycled in reality. Instead, they are burnt, landfilled, or simply dumped in staggering volumes.
“We urgently need to replace plastics with more sustainable and less harmful materials, and we must manage the plastics we do currently use in responsible ways.”
Polling shows two-thirds of UK shoppers want online fashion to move away from plastic, with 52% supporting legislative measures such as extending the plastic bag levy to online deliveries. Just 30% of consumers said they would back paying a plastic packaging tax themselves, with 44% opposed.
DS Smith is working with major retailers to help close this gap, and some fashion brands have already made the switch from plastic to paper.
However, brands that continue to rely on plastic risk being caught out by shifting regulations and consumer expectations.
