Heleen Buldeo Rai

Co-creating sustainability with online consumers.

Heleen is a dedicated Senior Researcher at the Vrije Universiteit Brussel, with a passion for sustainable online shopping. She dived deep into the environmental impact of our beloved e-commerce industry and provided valuable insights into the complex world of deliveries and logistics.

With her extensive research and scientific expertise, she will provide us with concrete practical tips on how to co-create sustainability with consumers and what the shop of the future will look like.

VUB - Free University of Brussels
Senior Researcher & Assistant Professor
7 December
Stage "B"


When it comes to online shopping, consumers are attracted by convenience but increasingly daunted by the sustainability implications. Can convenience and sustainability go hand in hand online? Heleen Buldeo Rai, an assistant professor at the Vrije Universiteit Brussel, knows it can. While companies can achieve progress in creating more sustainable e-commerce supply chains, they can make strides when cocreating with their customers. This presentation shares evidence-based insights and inspiration, from streamlining delivery, over preventing returns, to revolutionising packaging.


Heleen Buldeo Rai is a senior researcher at the Vrije Universiteit Brussel, where she is part of the research group Mobilise. Heleen’s research covers sustainable consumption and (urban) logistics topics, related to online shopping.

She obtained a PhD in Business Economics and published a best practice guide on sustainable e-commerce supply chains. The book was awarded by Platform Innovation in Marketing.