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How to define "eco-friendly" shopping?

There has been a heated discussion on whether online shopping creates more problems than traditional offline shops. More people consider this topic, especially covid has impacted the world. Physical/local shopping advocates claim that they did their best to keep the carbon footprint low. The ideal case seems to consolidate the merchandise to one marketplace with a full container load and fulfill a group of shoppers' needs. However, my 20+ years of experience in manufacturing and e-commerce business tells me to view the issue very differently.

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