Akeneo survey flags how transparency and data are now retail’s most valuable currency

Sustainability has quickly become an expectation that consumers actively evaluate at the point of purchase, and research from Akeneo reveals that transparency around how products are made and how the environmental factor directly increases trust. At the same time, unclear or missing sustainability information introduces friction that can derail buying decisions altogether for nearly three-quarters of consumers.

The survey examined how 1,000 consumers engage with sustainability and re-commerce options across their shopping journey. The findings indicate that a critical threshold on brand transparency has now been crossed.

41% of consumers now expect brands to proactively disclose how products are made and their environmental impact, while another 24% expect that information to be available on demand. That expectation directly shapes trust; 72% of consumers say strong supply chain transparency at least moderately increases their trust in a brand, signalling that detailed, credible product information has become a decisive confidence and loyalty driver at the point of purchase.

Sustainability considerations have also become a routine part of how consumers evaluate and decide on a purchase. 77% of shoppers report that they look for sustainability information at least sometimes when shopping, with 13% always looking and 30% often looking.

When asked where they source this type of product information, product packaging (58%) is the top choice for consumers looking for sustainable information; however, most consumers are also looking online.

Consumers also look to the website they are purchasing from (36%), the product detail page (34%), online reviews (26%) and social media (14%) when searching for sustainability information. Regardless of where or how consumers shop, brands and retailers need to make sure information is available, updated and consistent across all platforms.

While price (61%) and product quality or durability (52%) remain the most influential factors in purchasing decisions, sustainability is increasingly considered alongside brand reputation and ethical practices. In fact, 90% of consumers indicate they prioritise sustainable shopping to some degree, placing pressure on brands to ensure sustainability data is accurate, accessible and easy to understand.

When it comes to the type of sustainability information shoppers expect, materials used (61%), where a product was made (58%), and environmental impact (42%) are top of mind. At the same time, the survey reveals that missing or unclear sustainability information can derail purchases. Nearly half of consumers are less likely to buy or more likely to switch brands when sustainability details are incomplete, directly impacting their loyalty.

However, missing product information remains the largest barrier to conversion overall. Size, fit or compatibility details (50%), materials information (40%), and visuals (35%) are the most likely gaps to stop a purchase, emphasising that sustainability efforts cannot succeed without complete, consistent and accurate product data and information.

Akeneo’s survey also points to a shift toward re-commerce. 60% of consumers say their interest in sustainability and/or re-commerce has increased over the past year, with 37% reporting an increased interest in both.

44% of shoppers have already purchased second-hand, pre-owned or refurbished products directly from a brand, while peer-to-peer resale platforms (38%) and thrift shopping (39%) remain popular alternatives. As re-commerce becomes a mainstream shopping habit, consumers expect the same level of detail, clarity and confidence when buying used or refurbished products as they do when purchasing new.

“Re-commerce and resale introduce a new level of complexity for product data. Brands are managing multiple lifecycles, conditions, and histories instead of a single version of a product,” says Romaine Fouache, CEO at Akeneo. 

“Ensuring accuracy across materials, condition, origin, and impact is incredibly challenging, especially if the product has exchanged hands, but it's also non-negotiable for consumers. As more consumers shop second- hand and refurbished products, trust depends on whether brands can deliver the same level of transparency and confidence they have grown accustomed to and expect from new products.”

2026 RTIH Innovation Awards

Sustainable retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.