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E-commerce & omnichannel: the CSR future of the optical sector

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E-commerce is revolutionizing the optical market and becoming a strategic lever for retailers. However, its growth must be accompanied by a coherent CSR approach to meet consumer expectations—consumers are more attentive than ever to the environment, service, and transparency. How can a high-performing omnichannel model be developed, environmental impact reduced, and sustainable value created? Here's an overview of best practices for combining digitalization, growth, and responsibility!

E-commerce in optics: growth and demands of a more responsible consumer

Online sales are growing rapidly in the optical sector. Prescription glasses, long reserved for physical stores, are now entering a new era: virtual try-on, online quotes, automated prescription scanning, click-&-collect… Digital technology streamlines the process and particularly appeals to trend-conscious customers, busy professionals, but also people with reduced mobility and, in the future, seniors and future seniors who are comfortable with computers.

According to the Market Research Future study , the global e-commerce eyewear market is expected to maintain sustained growth through 2030. This trend, already firmly established in fashion and accessories, is now extending to medical optics.

But this evolution cannot happen without ethics. While customers may buy online for price or convenience, they remain sensitive to traceability, the origin of the frames, the materials used, and the environmental impact of deliveries. Digitalization does not replace responsibility; on the contrary, it can accelerate it.

The example to follow: Warby Parker

This American pure-player started online, with a “try at home + buy online” model, and today it combines physical stores + e-commerce, while claiming a strong social commitment (notably through its “Buy a Pair, Give a Pair” program, a pair given to a person in need for a pair sold to its customers).

Omnichannel journey & responsible purchasing: the synergy between store and digital

Success lies not in e-commerce alone, but in its synergy with the physical store. Omnichannel allows customers to seamlessly transition from online to in-store expert advice. For opticians, this means:

  • Quote or pre-selection of frames online → finalization & fitting in store
  • Teleconsultation + appointment booking for eye exam
  • click-and-collect to limit individual transport
  • Shared delivery, choice of green waste disposal or recycled packaging

This organization reduces unnecessary travel and optimizes logistics — an immediate CSR advantage. It also enhances the human role of the optician: lens fitting, assembly, after-sales service, morphological advice, adjustments…

Digital captures, the store builds loyalty… Together, they create a smooth and responsible journey, centered on customer experience and reducing carbon impact.

The example to follow: Sea2See

Sea2see sells glasses made from recycled marine plastic — each frame represents 1 kg of collected and recycled marine plastic. The brand has just opened its first store in France, in Grenoble, while maintaining an online presence — a perfect omnichannel model : e-commerce to reach a wide audience, and the physical store for the experience, fitting, and customer relationship.

Recycling, take-back & circular services: a competitive advantage

E-commerce for optical products can become a gateway to sustainable service, not its opposite. Key levers for this approach include:

  • trade-in program for old frames
  • in-store collection + local partner points
  • refurbishment or donation to charities
  • Second-life offer: refurbished frames + affordable prices
  • supply chain transparency

According to the Euromonitor 2024 study , 60% of European consumers now favour brands with responsible practices when a comparable choice is presented.

Transforming optical purchases into a civic act is a powerful marketing differentiator. Retailers who embrace this approach not only enhance their image but also increase customer loyalty: engaged customers return, recommend the brand, and become ambassadors!

In short, a well-executed CSR approach guarantees long-term profitability and a positive reputation. We all have everything to gain…

The example to follow: House of Modo with Eco Eyewear

The Eco Eyewear brand from the House of Modo group boasts the “ One Frame, One Tree ” program, promising to plant a tree for every frame sold, illustrating a genuine ecological commitment accessible to the customer.

In the future, digitalization will no longer pit e-commerce against human interaction; on the contrary, it will strengthen the optician's expert role. A responsible and well-executed omnichannel approach already allows us to improve access to care, streamline the customer experience, and reduce environmental impact. By combining this with circular services (trade-ins, repairs, second lives, etc.), the optical industry is entering a new dynamic: more modern, more accessible, and more sustainable. The sector now has the opportunity to align economic performance with social commitment . And that's good news.

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