“…Even if one assumes that both the relative carbon footprint (due to decarbonization efforts and investments) and sales (due to customers’ return to offline channels and shopping when the Covid-19 pandemic will impose less restrictions) might decrease in 2021, the carbon footprint of the world’s largest e-commerce company amounts to dozens of tons of CO 2 emissions annually. Generally, e-commerce and online retailing can have more detrimental environmental impacts and larger ecological footprints due to packaging, product returns, last mile transportation, and shopping basket sizes as compared to traditional retailing and shopping (e.g., Escursell et al, 2021 ; Pålsson et al, 2015 ; Shahmohammadi et al, 2020 ; van Loon et al, 2015 ). Moreover, AI-enabled personalized mobile marketing (e.g., Tong et al, 2020 ) and in-store communication and technology (e.g., Dekimpe et al, 2020 ; Grewal, Noble, et al, 2020 ; van Esch et al, 2021 ) can prompt unplanned offline purchases and impulsive buying, which, in turn, amplify consumption and its environmental drawbacks.…”