E-commerce is not always environmentally friendly

Words by Circklo team in News

Lisa James, the second female to join Circklo’s Business Academy Configurator, argues that sustainability in the digital age is as much dependent on the online platforms that sell goods and services, as it is on consumers’ behaviours.

Furthermore, when it comes to purpose and profit, James maintains that profit for any new business (start-up) seeking to disrupt any marketplace need not be at the cost of brand reputation, planet, and resources.

My advice to any new start-up seeking investment is to create a well-defined choice architecture of their business model: they should offer the customers choice to be environmentally friendly, even if that means waiting for a day longer for their parcel to be delivered or making the ‘click-and-collect’ option free, or even offering the customers the opportunity to offset their carbon emissions in some shape or form” said James.

A Senior Product Marketing Manager for SAP, James knows how important it is for start-ups to stand out on the market and, especially, to ensure that their product/service is fit for the demands and expectations of the 21st century consumer.

Maria Morais, Circklo’s Managing Director, said that ‘Circklo’s Business Configurator Academy is solely targeting the innovators and disruptors among us – all those businesses that are truly passionate about what they do and can do for their respective industries. Digital businesses should have a minimal environmental footprint, should offer products and services that help others reduce theirs, and should make a significant difference to how we live and consume.’

Circklo's Configurator Academy is a fixed term, mentorship-driven programme dedicated to start-ups and SMEs aiming to succeed in sustainable digital innovation.

Circklo is looking to accelerate start-ups for profit and impact in the areas of:

  • Sustainable food and beverage companies;
  • Sustainable fashion companies;
  • Recycling and reuse of resources (i.e., plastic, metals etc.);
  • Non-financial metrics calculators, and track and trace platforms;
  • Financial technology (fintech).

Circklo’s mentors and coaches work intensively with all individual teams for 12 weeks, ensuring these are supported to create a refined business plan.

Each 12-week cycle culminates in a Dragons' Guild Day, when the teams which have attended the programme will be presenting their business plan to a carefully selected, invite-only audience of investors and industry experts, the goal being that of seeking investment funding for their business idea, and/or a way to validate their idea with a real case scenario.


Set up in London in 2020, Circklo created the first Business Configurator in the world specialised in digital start-ups for the circular economy. Circklo’s main expertise is in developing seed stage start-ups in the sustainability area.

Circklo offers start-ups both the opportunity to raise capital and accelerate their business and, also, to configure their business in such a way that purpose and profit can successfully coexist and complement each other in the 21st century digital world, fully using and embracing the principles of circular economy.

For general inquiries, please send us an email to info@circklo.com 

For media inquiries, please send us an email to media.inquiries@circklo.com


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