E-commerce sites rely on navigation tools to hasten shoppers along the purchase path. Not many use “eco-traits” to direct shoppers to household products according to their impact—or lack thereof—on the environment. GreenCupboards.com sells organic, natural and animal cruelty-free products for the home and office and uses a unique product sorting system: by eco-trait. Symbols represent 17 categories including organic, kosher, cruelty-free (animal) and sustainable materials. The site is one of several brands owned and operated by etailz Inc. Etailz implemented eco-traits when it acquired ecomom.com, a web retailer of household and baby products, in 2013 “to help people find exactly what they want,” says CEO Josh Neblett. “Some [eco-traits] are not green necessarily, but are what the customer thinks are important.”

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