The Rise of the Giving Economy: Why Purpose at Checkout is Your Next Big Opportunity
Today’s consumers are changing the game. Shopping isn’t just about price or convenience anymore, it’s about making a difference. And if you’re a merchant, that's a massive opportunity.
New research from IMRG and Ecommpay reveals a growing movement: the giving economy. It's where social impact and sustainability are no longer “nice-to-haves” – they’re fast becoming deal breakers.
Meet the Conscious Consumer
Today’s shoppers want brands that stand for something. In fact, over 65% of UK consumers say they are more likely to shop with a retailer that supports a charity, with almost a quarter (24.7%) saying it directly influences their decision.
When it comes to how people give, the research shows 36.9% actively support charities through donations or volunteering, while a similar 36.6% donate when the opportunity arises – often at the checkout. Interestingly, 6.9% only donate when prompted, showing just how powerful visibility at the right moment can be.
Causes that Connect and Convert
Not all causes are equal in the eyes of consumers. Health, children’s, and animal charities top the list, attracting over 60% of donations combined. Retailers that align with these causes are more likely to capture attention and build trust.
But it’s not just about charity. Sustainability is rising fast on the priority list, particularly among younger shoppers. For instance, 38.9% of 18–24-year-olds report they often shop with environmentally friendly brands – compared with just 13% of consumers aged 55+. Eco-friendly packaging (32.3%) and sustainable product materials (21.9%) are the initiatives consumers want to see most.
Why Checkout is the Magic Moment
Checkout is where intention meets action. The research confirms this, with more than half of consumers (53.4%) saying checkout is their preferred place to donate. By comparison, only 15.2% would consider giving during post-purchase follow-ups.
But success depends on execution. Shoppers want control, with 56.4% preferring to choose from a list of charities rather than having one assigned. Simplicity is also key – 37.6% say they’re more likely to donate if the process is seamless, while matching donation campaigns motivate nearly 4 in 10 shoppers.
Even small design choices make a difference. The option to “round up” a basket total resonates with 44% of consumers, while another 32% would consider it. By contrast, automatic opt-ins turn people off, showing the importance of keeping giving transparent and voluntary.
Doing Good is Good for Business
The bottom line? Social impact drives loyalty. Almost a third (28%) of shoppers say checkout donation options make them more likely to return to a retailer, and many more say it could tip their decision depending on the experience.
Sustainability is on the same trajectory: 45.6% of consumers believe more retailers will adopt sustainable practices in the next five years, and 22.4% expect it to become standard practice. Retailers that adapt early will be well placed to stand out in an increasingly competitive market.
At Ecommpay, we’re helping merchants lead the way, whether it’s through frictionless giving options or carbon-neutral checkouts powered by our partner ekko.
Want to dive deeper into the numbers and strategies shaping this shift?
Download the full report: The giving economy – How social impact and sustainability drive e-commerce growth
About Ecommpay
At Ecommpay, we’re all about making online payments smooth and seamless for businesses ready to grow. We’re not just a provider – we're your trusted partner, here to keep your payments flowing effortlessly and help you get the most out of every transaction.
We believe in financial freedom and inclusivity for all. Our payment gateway brings together direct acquiring capabilities, 100+ alternative payment methods, open banking, and Direct Debits, all through a single integration. Plus, our team of experts is always here to support you and help your business thrive. Head to our website to find out more.
