Finding the right suppliers is one of the most critical decisions you'll make as a Shopify merchant. Your supplier relationships directly impact your unit economics, time-to-market, product quality, and ability to scale. Yet most new store owners stumble through supplier sourcing with trial-and-error approaches that waste time, money, and inventory capital.
This comprehensive guide walks you through the entire supplier sourcing process—from evaluating domestic versus overseas options, to finding vetted manufacturers, qualifying suppliers, negotiating favorable terms, and building relationships that support long-term growth. Whether you're sourcing from manufacturers across the US or connecting with suppliers on Alibaba, these strategies will help you find reliable partners that scale with your business.
Why Supplier Sourcing Matters for Shopify Stores
The suppliers you choose determine fundamental business economics. A supplier offering 25% better pricing might increase your net margins by 40%. A responsive supplier with flexible MOQs helps you test new products and pivot quickly when trends shift. An unreliable supplier creates inventory nightmares, customer service crises, and damaged brand reputation.
For Shopify merchants, supplier quality matters even more because you lack the inventory buffers of traditional retailers. A stockout directly impacts daily revenue. A quality issue hits your seller ratings, reviews, and conversion rates. The stakes are high, which makes the vetting process crucial.
Many successful Shopify store owners spend 20-30% of their early operational time on supplier development precisely because it compounds over time. The suppliers you establish early relationships with become increasingly valuable as your volume grows, often offering better pricing and priority treatment that competitors never achieve.
Domestic vs. Overseas Sourcing: Which Strategy Works for Your Store
The first decision in supplier sourcing is whether to source domestically (primarily US-based) or internationally (typically Asia-based). This choice affects your unit costs, lead times, minimum order quantities, communication complexity, and ability to iterate quickly.
Domestic Sourcing Advantages and Tradeoffs
Shorter lead times: Domestic manufacturers typically deliver finished products in 2-4 weeks, sometimes faster. This matters significantly when you're testing new products, responding to market trends, or managing seasonal demand surges.
Easier problem-solving: Communication is simpler when you speak the same language and operate in the same time zone. Quality issues can often be resolved through phone calls rather than weeks of email back-and-forth. Returns are straightforward.
Lower minimum order quantities: Domestic manufacturers often have lower MOQs because their labor costs are higher but their setup overhead is lower. This means you can test new products with smaller initial orders.
Regulatory compliance certainty: Domestic manufacturers typically understand US regulations, labeling requirements, and standards. You encounter fewer surprises with recalls or compliance issues.
Premium pricing: The tradeoff is higher unit costs. Domestic manufacturing often costs 40-70% more than overseas alternatives for the same product. This works for premium brands, niche products, and scenarios where the margin justifies domestic sourcing.
Domestic sourcing works best for:
- Made-in-USA brands where origin is a selling point
- Custom or highly personalized products
- Low-volume, high-margin products
- Products requiring significant after-sale service
- Situations where brand control requires domestic production
- Fashion or seasonal products where quick iteration matters
Overseas Sourcing Advantages and Tradeoffs
Dramatically lower unit costs: Asian manufacturers (particularly China, Vietnam, and India) often produce at 40-70% lower costs than US equivalents. For commodity products or high-volume items, this cost advantage is transformative.
Access to specialized manufacturers: Certain products (electronics, machinery, precision components) are only manufactured efficiently at scale in Asia. Specialized factories have deep expertise and proprietary processes.
Higher minimum order quantities: The tradeoff for lower costs is typically MOQs of 500-5,000 units or more. This requires more capital upfront and creates inventory risk.
Longer lead times: Expect 8-16 weeks from order placement to receiving inventory. This requires accurate demand forecasting and advance planning.
Communication complexity: Language barriers, time zone differences, and different business communication norms create friction. You need patience and clear communication skills.
Quality inconsistency risk: You can't drop by the factory to resolve issues. Quality variations require systematic inspection and clear specifications.
Overseas sourcing works best for:
- High-volume products where unit cost savings are significant
- Commodity products where margin depends on manufacturing efficiency
- Products you plan to source long-term (amortizes vetting costs)
- Situations where customer price sensitivity demands lowest-cost production
- Mature products where specifications are stable and iteration is minimal
Hybrid Approach: Balancing Speed and Cost
Many successful Shopify store owners use both. They source core products internationally in bulk for lowest unit costs and primary inventory. Meanwhile, they maintain relationships with one or two domestic suppliers for rapid small-batch production, testing new products, and handling urgent restocking needs.
This hybrid approach costs more per unit than pure overseas sourcing but provides agility that offsets the premium. As your business scales, the ability to test new designs quickly or respond to demand spikes often generates more incremental revenue than the cost savings from pure bulk overseas sourcing.
If you're running on Shopify, this flexibility becomes especially valuable because your sales visibility is immediate. You can see in real-time what's selling and pivot inventory accordingly—something that's only possible with suppliers who can execute quickly.
How to Find Reliable Suppliers and Manufacturers
Once you've decided between domestic and overseas sourcing, the next challenge is identifying specific suppliers to approach. There are multiple paths, each with different strengths.
Alibaba: The Global B2B Sourcing Marketplace
Alibaba.com is the dominant platform for connecting Shopify merchants with manufacturers, particularly for overseas sourcing. The platform includes 10M+ suppliers across every product category imaginable.
Why Alibaba works: Massive supplier selection means you can often find multiple manufacturers competing for your business, which helps with pricing negotiation. Alibaba has payment protection programs that guard your deposits. Supplier ratings and reviews from other buyers provide signals about reliability. The platform handles logistics, allowing suppliers to offer competitive shipping options.
How to use Alibaba effectively:
Start with precise search terms describing exactly what you're looking for—"stainless steel water bottle 18oz" finds relevant suppliers faster than "water bottle."
Filter by supplier type: Distinguish between manufacturers (who make the products), trading companies (who source from manufacturers), and distributors (who buy finished goods). Manufacturers offer the best pricing but require larger MOQs. Trading companies provide access to multiple factories. Distributors are most expensive but offer fastest service.
Review supplier profiles carefully. Check verification status, business license, years in operation, and customer reviews. Look for suppliers with China-based Gold Supplier status or "Assessed Supplier" badges—these indicate verified businesses.
Request detailed quotes from at least 5 suppliers. Good quotes include unit pricing at various volumes, MOQ details, lead times, payment terms, shipping options, and product specifications.
Use the platform messaging system to ask detailed questions: Can they accommodate your MOQ if lower than standard? Can they modify designs? What's their inspection process? How do they handle defects? Responsive, detailed answers indicate professional suppliers.
Request samples before committing to production orders. Reputable suppliers offer samples at cost plus shipping. Never order bulk quantities without testing samples yourself.
Start with small pilot orders before committing to large volume. This proves both your seriousness and their reliability.
Trade Shows and Industry Exhibitions
While Alibaba provides access to volume, trade shows provide something equally valuable: face-to-face vetting and relationships.
Industry-specific trade shows like the International Home + Housewares Show, NY Now, Sourcing at MAGIC (fashion), and technical expos in your niche put you in rooms with hundreds of vetted suppliers. You can see product quality firsthand, ask detailed questions, and build personal relationships that turn into better terms and priority treatment.
Trade show suppliers are also self-selected—they've invested money in booth presence, which indicates commitment and scale. You'll encounter fewer scam operations.
The strategy for trade show sourcing: Identify the relevant shows in your industry (Google "[your product category] trade show"), attend with a specific product sourcing goal, and schedule pre-show meetings with suppliers you've researched. Come prepared with samples of products you want to source, specifications, and realistic volume expectations. Collect contact information and follow up within a week while conversations are fresh.
Industry Associations and Directories
Professional associations in your industry often maintain vetted supplier directories. The National Association of Manufacturers, industry-specific guilds, and trade associations connect you with reputable suppliers focused on your niche.
These suppliers are often smaller and more specialized than Alibaba listings, meaning they might offer better customization, lower MOQs, and more personalized service. They're typically easier to work with because they operate in established industry ecosystems where reputation matters.
LinkedIn and Professional Networks
LinkedIn sourcing is increasingly effective. Join LinkedIn groups focused on your industry, participate in conversations, and connect with people working at manufacturing companies. Many suppliers have LinkedIn profiles showing their company, experience, and client list.
This approach builds relationships before formal business discussions and often surfaces suppliers that smaller procurement teams haven't discovered yet. It's particularly effective for niche manufacturers that don't invest heavily in Alibaba or show presence.
ThomasNet and Specialized Directories
ThomasNet.com lists 650K+ manufacturers across North America. Global Sources offers a searchable database of Asian suppliers. TradeKey, DirectIndustry, and Kompass serve different geographies and industries.
These directories help you identify manufacturers you might miss on Alibaba and often provide more detailed capability information than marketplace listings.
Referrals from Other Store Owners
The highest-quality supplier leads often come from other Shopify merchants in adjacent categories. They understand your constraints, share realistic assessments, and can introduce you personally.
Build relationships with other store owners through Shopify forums, e-commerce communities, and local business networks. When you find good suppliers, you build a network of trusted introductions that becomes your most valuable sourcing asset.
Vetting and Qualifying Suppliers: From Initial Contact to First Order
Finding suppliers is only the beginning. You need to qualify them rigorously before committing your money and inventory capital. A systematic vetting process prevents costly mistakes.
Verification and Background Checks
Start by verifying that suppliers are legitimate businesses:
Check business registration: For Alibaba suppliers, verify their China business license. For domestic suppliers, check Secretary of State databases and business registration records. Legitimate businesses are registered and have visible business histories.
Review certifications and compliance: What certifications does the supplier hold? ISO 9001 (quality management), ISO 14001 (environmental), industry-specific certifications (FDA for food, CE for electronics, CPSIA for children's products) signal commitment to standards. Some certifications matter more than others depending on your product category.
Investigate years in business: New suppliers are riskier. Generally, you want suppliers with at least 3-5 years established in the business. Years in business signal they've survived economic cycles and built stable operations.
Research the factory/facility: Request factory photos and information about their production process, equipment, and workforce. For overseas suppliers, third-party verification agencies can conduct virtual factory audits. You're looking for evidence of professional operations, not perfect facilities.
Reference Checks
Ask prospective suppliers for references from existing customers. Good suppliers have customers willing to recommend them; bad suppliers claim references are "confidential" or refuse to provide them.
Contact at least 3 references. Ask specific questions:
- How long have you worked with this supplier?
- How consistent is their product quality?
- Do they meet lead times reliably?
- How responsive are they when issues occur?
- Would you order from them again?
- What surprised you (positively or negatively)?
Listen for hesitation or guarded responses. Satisfied customers enthusiastically recommend suppliers. Customers with reservations offer valuable warnings.
Sample Orders and Quality Assessment
Never commit to bulk orders without testing samples. Sample orders serve multiple purposes: you verify product quality matches specifications, you test whether suppliers follow detailed instructions, and you assess communication clarity through the ordering process.
Request samples before placing large orders. Legitimate suppliers charge cost plus shipping for samples (typically $50-500 depending on product complexity). Any supplier refusing sample orders is a red flag—they're either scamming or hiding quality problems.
When you receive samples, evaluate them rigorously:
Check specifications: Does the sample match every detail you specified? Materials, dimensions, colors, finishes, packaging, labeling—everything. Deviations signal either careless work or intentional shortcuts.
Assess quality: Hold the sample, use it, compare it to competitors' products. Does it feel premium or cheap? Does it function properly? Are there defects, rough edges, or finishing issues? Samples are when suppliers put their best effort forward—if samples are mediocre, production will be worse.
Verify packaging: Is the packaging sturdy enough to protect the product through shipping? Does it look professional if customers receive it as a gift or unboxing experience? Is labeling clear and correct?
Test functionality: For products with moving parts, electronics, or technical features, actually test them. Many quality issues emerge in real-world use that aren't visible in casual inspection.
Compare to alternatives: If you're deciding between suppliers, order samples from all finalists and compare directly. Supplier A might deliver cheaper samples but lower quality than Supplier B; you need to make that tradeoff consciously.
Capacity and Communication Assessment
During the vetting process, evaluate:
Production capacity: Can the supplier handle your planned volume? What's their typical production timeline? Can they scale if you grow faster than expected? Suppliers often claim they can handle anything, but you're looking for realistic assessments.
Quality control processes: How do they ensure consistent quality? Do they inspect products during and after production? What's their defect rate? How do they handle and correct defects? Professional suppliers have documented quality processes.
Communication responsiveness: How quickly do they respond to inquiries? Are responses detailed and professional or vague and evasive? During vetting, you're seeing their best behavior—if communication is slow or unclear now, it will worsen once you're a customer.
Problem resolution: Ask a hypothetical: "If we receive products and 5% have a defect, how would you handle it?" Professional suppliers have clear processes. Evasive suppliers might hide problems rather than solve them.
Payment and Financial Checks
Evaluate payment terms: What payment methods do they accept? Are terms reasonable (50% upfront, 50% on shipment is typical for initial orders)? Some suppliers demand 100% upfront (higher risk) or offer Net 30 (only after you've built trust).
Check financial stability: For suppliers you're committing significant money to, request recent financial information or bank references. You're verifying they won't disappear mid-production if they face cash flow problems.
Understand pricing: Is their quote competitive with other suppliers you're evaluating? If they're significantly cheaper, understand why—might they be cutting corners you'll discover only after you've ordered bulk inventory?
Red Flags to Watch
Reject suppliers that:
- Refuse to provide samples or references
- Pressure you to commit to large orders before vetting
- Communicate unprofessionally or evasively
- Have unrealistic claims (perfect quality, impossibly fast lead times)
- Show evidence of recent operational problems or labor issues
- Cannot clearly explain their production process
- Lack professional business presence (website, documentation, organized operations)
- Demand full payment upfront without established trust
- Pressure you about pricing without understanding your requirements
Negotiating Terms, Pricing, and MOQs
Once you've identified suppliers you want to work with, the next step is negotiation. Most new Shopify merchants assume supplier terms are fixed. They're not. Nearly everything is negotiable if you approach it strategically.
Understanding MOQ Dynamics
Minimum order quantities exist because manufacturers have setup costs that must be amortized across units. A factory setting up production for your 200-unit order incurs the same setup expenses as a 2,000-unit order. The larger order spreads those costs across more units, lowering per-unit pricing.
Typical MOQs:
- Simple apparel, accessories: 100-300 units
- Electronics, technical products: 500-2,000 units
- Custom or specialized manufacturing: 1,000-5,000 units
- Very specialized products: 5,000+ units
But MOQs are rarely the supplier's true minimum. They're anchors—opening positions in negotiation. The actual minimum that a supplier will accept is often 30-50% lower than their stated MOQ if you approach negotiation properly.
Negotiation Strategies That Work
Research their baseline: Ask for their standard MOQ, pricing at that MOQ, and pricing at higher volumes (1,000, 5,000, 10,000 units). This maps their pricing structure and reveals room for negotiation.
Build relationship before asking for concessions: Suppliers are more flexible with customers they believe will be long-term partners. Show seriousness through professional communication, specific questions, and evidence you're a legitimate business. A supplier willing to negotiate with someone they trust will offer terms they'd never offer to a stranger.
Propose tiered volume commitments: Instead of requesting lower MOQ, propose: "We'll start with 300 units now, commit to ordering 1,000 units within 6 months, and 3,000 units within 12 months if quality and reliability meet expectations." This addresses their risk—lower initial MOQ is acceptable if you're committing future volume.
Offer advantages in exchange for concessions: What can you provide that reduces their costs? Longer lead times (more flexible production planning), recurring orders (predictable business), referrals to other merchants (new customers), or payment terms that improve cash flow. Trade these advantages for MOQ reductions or better pricing.
Demonstrate market knowledge: Show you understand pricing in your category. If their quoted price is 20% higher than competitors, acknowledge it directly: "Your quality appears superior to other suppliers I'm evaluating, but your pricing is 20% higher. What justifies the premium?" Either they explain value that justifies the premium, or they reduce pricing to stay competitive.
Walk away if necessary: The most powerful negotiation tool is willingness to use alternative suppliers. Suppliers sense whether you're genuinely comparing options or just negotiating halfheartedly. If you're seriously evaluating competitors, let them know. Most suppliers match or beat competitors' pricing when they know you're likely to leave.
Negotiate multiple variables, not just price: Don't just haggle over unit cost. Negotiate lead time (faster = higher cost, but you might pay premium for specific delivery dates). Negotiate payment terms (50% upfront vs. Net 30 changes cash flow and risk). Negotiate customization (simpler designs cost less). Negotiate order flexibility (ability to change quantities closer to shipping). Unit price is just one component.
Payment Terms Strategy
Standard payment terms for new relationships:
- 50% upfront (to start production), 50% before shipping
- Or full payment by wire transfer before production starts
As you prove yourself reliable, you can negotiate:
- 30/70: 30% upfront, 70% before shipping
- Net 30 or Net 60: full payment 30-60 days after shipment
Each step toward more favorable terms requires proving yourself reliable. Pay on time, deliver on commitments, and suppliers become increasingly flexible with payment terms and other concessions.
Building Long-Term Supplier Relationships That Support Growth
The most valuable business asset in supplier sourcing isn't a single great deal—it's strong, trust-based relationships with reliable suppliers who prioritize your orders, offer better pricing, and remain flexible when you need it.
Communication Foundations
Be specific in communication: When you place orders, provide exact specifications, samples, drawings, and technical requirements. Vague instructions create vague products. Professional suppliers appreciate precision because it eliminates ambiguity.
Establish predictable communication rhythms: Schedule regular check-ins—monthly or quarterly calls to discuss upcoming orders, potential issues, and business growth. Predictable communication prevents problems from festering and builds relationships.
Use multiple communication channels appropriately: Email for documentation, calls for complex issues, written summaries for important decisions. This creates records while maintaining relationship through personal conversation.
Payment and Reliability
Pay on time, every time: This single behavior builds enormous goodwill. Most suppliers encounter customers who delay or dispute payments. Customers who pay reliably on established terms become favorites.
Provide advance notice of orders: Instead of surprise orders, give suppliers advance notice: "We expect to place a 1,500-unit order in March. Does that timing work? Can you accommodate that volume?" Advance notice helps them plan production and reserve capacity.
Communicate forecast changes immediately: If you expected a 2,000-unit order but market conditions mean you'll only need 1,200 units, tell them immediately. Giving them time to adjust is much more valuable than discovering the smaller order when you place it.
Creating Mutual Growth
Scale volume together: As your business grows, increase orders with suppliers who've performed well. This demonstrates appreciation and creates incentive for them to maintain quality and priority treatment.
Discuss pricing evolution: As you increase volume, openly discuss how per-unit pricing changes. Suppliers expect to offer better pricing for larger volumes—use that to improve margins as you scale.
Offer introductions to other merchants: If you know other Shopify store owners who might need suppliers similar to yours, introduce them. Suppliers value new customer sources and will remember the referral.
Share market feedback: Tell suppliers what's selling, what customers love about their products, and what improvements customers request. They're genuinely interested in how their products perform in market.
Managing Problems Collaboratively
Address issues early: If there's a quality problem or missed deadline, discuss it immediately rather than waiting or attempting to resolve it unilaterally. Early communication usually allows correction before products ship.
Assume good intent initially: Most quality issues and delays result from miscommunication or unexpected circumstances, not intentional wrongdoing. Approach problems collaboratively: "We received products with X issue. Can we discuss what happened and how to prevent it next time?"
Offer solutions, not just complaints: If 3% of a shipment has defects, don't just reject the shipment. Propose: "Can you reship the defective 3%, and we'll cover half the rework cost since our specifications might have been unclear?" Collaborative problem-solving strengthens relationships.
Document agreements: When you resolve a problem or agree to terms, send a follow-up email summarizing what you discussed. This prevents future misunderstandings.
Investing in Relationship Strength
Visit factories when possible: Personal relationships dramatically improve communication quality. When suppliers know you as a person rather than a PO number, they prioritize your orders differently. Even video factory tours build more connection than emails.
Celebrate wins together: When a product does exceptionally well, tell your supplier. Share success stories. Celebrate when they achieve quality improvements you requested. Suppliers are more engaged with customers who acknowledge their contributions.
Provide realistic expectations: Don't create artificial urgency or emergencies. If typical lead time is 10 weeks, don't ask for 6-week delivery on large orders as "expedited requests" every month. Maintain realistic expectations so when you genuinely need flexibility, you have credibility.
Long-term perspective: Frame conversations with long-term thinking. Instead of "We need the cheapest price on this one order," say "We're building a business and want to establish a supplier partnership that grows together over the next few years. How can we structure this to work well for both of us?"
Suppliers who believe you're thinking long-term are dramatically more flexible on individual deals.
Monitoring Supplier Performance and Managing Risk
Even strong supplier relationships require ongoing monitoring. Supplier performance can deteriorate gradually—quality drifts, lead times slip, communication becomes less responsive—often because they're managing multiple customers and you've become lower priority.
Key Metrics to Track
Quality consistency: Measure defect rates per shipment. If defect rates trend upward (1% → 2% → 3%), address it before it becomes severe.
Lead time adherence: Do they deliver when promised? Track on-time delivery percentage. If they're consistently late, that's a warning sign.
Communication responsiveness: How quickly do they respond to questions? Slow response time indicates resource constraints or declining interest in your business.
Pricing trends: Are they respecting agreed-upon pricing or gradually pushing for increases? Price creep is normal but should be discussed, not imposed.
Sample approval speed: How long does it take them to respond to design requests, provide updated quotes, or deliver samples? Slowing down indicates declining capacity or priority.
Backup Supplier Strategy
Never rely on a single supplier, particularly for core products. Maintain relationships with at least one backup supplier for critical items. You don't need to order regularly from backups, but you should:
- Maintain contact and conduct occasional business
- Be aware of their pricing and lead times
- Have them verify they can handle your volume if primary supplier fails
- Keep samples and documentation current
If your primary supplier becomes unreliable, you can pivot to the backup without crisis. The cost of maintaining backup relationships is far lower than the cost of being caught without supply.
Supplier Financial Monitoring
For critical suppliers where you have significant capital at risk, occasionally verify financial stability. Request updated financial information periodically. Watch for signs of distress: slower communication, quality issues emerging, excuses about capacity.
A supplier in financial trouble becomes unpredictable. They might cut corners to preserve cash, or disappear entirely if they shut down. Early warning signals let you find alternatives before crisis hits.
Optimizing Your Shopify Store Around Supplier Constraints
As you build supplier relationships, you'll discover constraints that shape your business model. The most successful Shopify merchants optimize their operations around supplier realities rather than fighting them.
If you're sourcing from Shopify, you have visibility into real-time demand and customer behavior. Use that visibility to optimize inventory decisions around supplier capabilities.
Product selection: Stock products where suppliers can reliably deliver. If a supplier struggles with consistent quality or lead times on complex products, focus on simpler items you know they execute well.
Order sizing: Match order sizes to realistic sales velocity. Overestimating demand creates excess inventory and cash flow problems. Underestimating creates stockouts. Use sales data to forecast accurately.
Seasonal planning: If you experience seasonal demand variations, plan supplier orders strategically. Place large orders before peak seasons to ensure inventory, then shift to smaller orders or backup suppliers during slow periods.
Diversification: Avoid depending on a single product type. If one supplier has capacity constraints, having diverse products from multiple suppliers provides flexibility.
Getting Expert Help with Supplier Sourcing
Supplier sourcing is complex enough that many Shopify merchants benefit from expert guidance. Your business model, product category, volume expectations, and growth timeline all affect optimal sourcing strategy.
If you're uncertain about which domestic or overseas suppliers make sense for your business, or if you're looking for a second opinion on supplier qualification, we offer free audits that analyze your specific situation and recommend supplier strategies tailored to your store.
Get a free supply chain audit for your Shopify store. We'll review your current sourcing approach, evaluate your supplier relationships, and recommend specific improvements that strengthen your supply chain and improve unit economics.
Or contact us directly to discuss supplier strategy with our e-commerce specialists. We've helped hundreds of Shopify merchants establish supplier networks that support sustainable growth.
Summary: The Supplier Sourcing Roadmap
Effective supplier sourcing follows this progression:
- Decide on sourcing geography: Domestic for speed and control, overseas for cost, or hybrid for both
- Find suppliers through multiple channels: Alibaba, trade shows, directories, networks, referrals
- Vet rigorously: Verify, reference check, sample test, assess communication
- Negotiate strategically: Understand dynamics, build relationships, trade advantages, walk away if needed
- Build long-term partnerships: Communicate clearly, pay reliably, share growth, solve problems collaboratively
- Monitor continuously: Track metrics, maintain backups, verify stability
The suppliers you establish early become increasingly valuable as your business grows. The time invested in systematic sourcing upfront—finding reliable partners, negotiating fair terms, and building strong relationships—compounds into enormous advantages over months and years of operation.
Start with the sourcing approach that matches your business model, execute the vetting process systematically, and prioritize relationship-building. The best supplier arrangements feel like partnerships where both sides are invested in mutual success. That's what sustainable e-commerce looks like.