Business

How Online Shoppers Navigate Labels

Published

1 month ago

2026/05/3

Online food retail has changed how trust is built. When customers browse your digital shelves, they are no longer holding a package, reading fine print or inspecting seals in person. Instead, their decisions hinge on small on-screen signals, badges like “Organic,” “Non-GMO,” “Fair Trade.” These labels now act as silent salespeople, influencing whether a product is added to the cart or quietly skipped.

For a growing segment of online shoppers, particularly younger, digitally fluent consumers, these badges are not decorative. They are decision shortcuts. But they are also increasingly questioned. Is the claim credible? Is it verified? Is it meaningful or simply marketing language? When shoppers cannot physically examine packaging, uncertainty creeps in and skepticism grows.

Recent findings from a comprehensive survey conducted by the TilliT team reveal a critical tension for online food retailers. TilliT is a digital platform that has been using AI and Blockchain for end-to-end tracking of global supply chains and the survey covered over 1,000 consumers representing diverse demographics and included both an online questionnaire and in-person meetings to ensure depth and representation.

The results show that while digital grocery delivers speed and convenience, it also introduces a trust gap. Today’s shoppers are informed, value-driven and actively seeking alignment with health, ethical and dietary priorities. Yet too often, the digital shelf fails to communicate credibility clearly. This is no longer just a branding challenge; it is a trust problem. And in e-commerce, trust is what turns product views into purchases.

The digital grocery cart is being pushed most frequently by younger adults. Our survey data shows a clear concentration of shoppers in the 18-34 age range, with significant activity among those aged 18-24 and 25-34.

Their shopping frequency varies, some are weekly devotees to delivery apps, while others shop online for food a few times a month or only occasionally. When it comes to their spending philosophy, the majority are pragmatic balancers, seeking a sweet spot between price and quality. However, a meaningful and growing segment, often driven by health, ethical or dietary needs, is explicitly willing to pay more for higher quality or for products bearing labels they trust. This signals a market where value is increasingly defined by transparency and credibility, not just the lowest price.

Here’s a curious finding: some online shoppers admit they usually don’t even notice certification badges while browsing. The digital interface, with its rapid scrolling and visual noise, can make these small icons easy to miss. But for those who do look, these badges become powerful signals. The most frequently noticed and sought-after labels include Organic, Sugar-free/Low sugar, Gluten-free, Vegan/Vegetarian and Non-GMO, followed by Halal and Fair Trade. Crucially, when a shopper’s eye does land on a relevant badge, its importance skyrockets.

Most rate these certifications as ‘very’ or ‘somewhat’ important in their final purchase decision. An Organic badge isn’t just decoration for a health-conscious millennial; it’s a key filter in their search for authenticity.

Don’t mistake notice for naivety. Online shoppers approach these badges with a healthy dose of caution. When asked about their level if trust, responses paint a picture of a skeptical yet hopeful audience. The most common sentiments are ‘I mostly trust it’ and the telling ‘I am not sure.’ Far fewer express full, unwavering trust. This ‘trust gap’ is the central challenge for brands and retailers. Shoppers want to believe the claims, but the digital environment, where anyone can slap a ‘natural’ icon on a product image, breeds uncertainty. This is especially true for claims related to sustainability or ethical sourcing, where verification feels more abstract than checking for gluten.

This is where the solution becomes crystal clear. Shoppers are practically begging for proof. A strong majority find a ‘Verified by an independent system’ mark, accompanied by a clickable link to view the actual certificate, to be ‘very’ or ‘extremely’ valuable. This isn’t a nice-to-have; it’s a powerful trust-builder. The data is striking: when presented with detailed certificate information (who issued it, its validity dates, what it actually means), most respondents said it would make them ‘much more likely’ to buy the product.

In a world of vague claims, verifiable, third-party validation is the antidote to doubt. It transforms a badge from a marketing symbol into a credible credential.

So, what should that click reveal? Shoppers have spoken and their priorities are pragmatic. Above all, they want a simple explanation in everyday language. Jargon and technical terms create barriers. Following that, they want to know the issuing organization’s name, is it a reputable certifier? Validity dates are critical; is this certification current? Shoppers also want clarity on scope: which specific products or ingredients does this certificate cover? Knowing the country of issuance is also a common request, adding another layer of context. This checklist is a blueprint for digital transparency: keep it simple, show the source, prove it’s current and define the scope.

Given this hunger for verification, the business implication is straightforward. When presented with a choice between two online shops selling the same product, one that clearly verifies and explains its certification badges and one that does not, respondents showed a very strong preference for the verified shop. They are ‘very likely’ or ‘somewhat likely’ to choose the platform that offers transparency. This isn’t a minor tilt in preference; it’s a significant competitive advantage. In the battle for the digital grocery basket, the retailer that invests in making labels trustworthy isn’t just building consumer confidence; it’s driving conversion and loyalty.

While the demand for verification is high, baseline understanding of common labels varies. Shoppers tend to be very familiar with terms like Organic, Vegan and Gluten-free, labels often tied to immediate personal health or dietary choices. However, familiarity drops noticeably for other important certifications like Non-GMO, Fair Trade or specific allergen-free claims. This ‘familiarity gap’ presents an opportunity. It’s not enough to just verify a Fair-Trade badge; brands and retailers can also play an educational role by explaining, in that simple language shoppers crave, what that certification means for workers and communities. Transparency paired with education is a powerful combination.

The journey from a digital storefront to a delivered grocery bag is paved with questions. The findings are a clear signal to the food and retail industry: the era of passive, decorative badges is over. Today’s online shopper, particularly the younger, value-driven consumer, is a detective. They are looking for clues, verifying sources and making informed choices aligned with complex personal values. The brands and platforms that will thrive are those that recognize this shift. They will move beyond simply displaying labels to actively validating them, explaining them in human terms and building a bridge of trust that turns cautious scrolling into confident clicking.

In the end, the most important ingredient in the future of online food shopping won’t be listed on the label, it will be the transparency that proves the label is true.

by a special correspondent

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Business

Climate damage costing Sri Lanka over Rs. 50 billion annually; private capital key to recovery and growth

Published

10 hours ago

2026/06/11

Sahan Weerasooriya

Azusa Kubota

– UNDP Resident Representative Azusa Kubota

Sri Lanka’s climate crisis is no longer merely an environmental challenge but a growing economic threat that is inflicting losses exceeding Rs. 50 billion annually, while placing immense pressure on public finances, investment flows and long-term economic stability, according to United Nations Development Programme (UNDP) Resident Representative Azusa Kubota.

Delivering the keynote address at the Climate Summit organised by the Climate Action Committee of the Ceylon Chamber of Commerce, Kubota said the country urgently needs to transform climate ambition into investable projects capable of attracting private capital, strengthening resilience and driving economic growth.

“Climate change is no longer a distant environmental issue. It is already a risk shaping markets, supply chains, trade, investment and human development. It is fundamentally an economic and development issue,” she stressed.

Kubota warned that climate volatility is intensifying in real time, citing forecasts from the World Meteorological Organisation indicating an 80 percent probability of El Niño conditions during the June-August period, rising to over 90 percent later this year.

For Sri Lanka, this could mean weaker rainfall, higher temperatures, greater pressure on agriculture and hydropower generation, and increased risks to water security, food production and business continuity.

The UNDP official noted that the devastating impacts of recent climate-related disasters had exposed the vulnerability of the economy. Following last year’s severe weather events, the Government’s Post Disaster Needs Assessment estimated damages of approximately Rs. 618 billion, while recovery requirements over the next three years are expected to exceed Rs. 1 trillion, with nearly half the losses concentrated in infrastructure.

“Public finance alone will not be sufficient. Private capital must be strategically directed towards bridging these enormous financing gaps,” she said.

Kubota highlighted that global climate finance reached a record USD 1.9 trillion in 2023, while private climate finance surpassed USD 1 trillion for the first time. However, she pointed out that the world still requires approximately USD 6.3 trillion annually through 2030 to remain on track with climate goals.

“The capital exists. But it will only flow at scale where policies, institutions and project pipelines are credible,” she observed.

She said Sri Lanka has made significant progress in strengthening its climate policy framework through the updated National Climate Change Policy, Nationally Determined Contributions (NDC 3.0), sectoral transition plans and the recently Cabinet-approved Climate Finance Strategy.

However, she cautioned that policy ambitions alone are insufficient unless backed by strong implementation mechanisms.

“The private sector does not invest on the basis of ambition alone. Businesses invest where policy is credible, institutions are clear and projects can move from concept to execution,” Kubota said.

She stressed that investors require certainty regarding procurement systems, regulatory frameworks, financing mechanisms, revenue models and governance structures before committing capital.

The UNDP representative identified renewable energy, energy efficiency, industrial decarbonisation, waste management, circular economy solutions, climate-smart agriculture, ecosystem restoration, resilient infrastructure and carbon markets as sectors with substantial investment potential.

She also pointed to Sri Lanka’s emerging carbon market framework under Article 6 of the Paris Agreement as a potentially significant source of climate finance and international partnerships.

“These are not technical details. They are the conditions that determine whether market interest becomes a credible investment,” she said.

Kubota further noted that Sri Lanka’s first Biennial Transparency Report (BTR), submitted to the UN Framework Convention on Climate Change, provides valuable insights into policy, financing and implementation gaps that need to be addressed.

According to her, transparency and accurate climate reporting are increasingly important not only for international compliance but also for investor confidence, risk assessment and financing decisions.

She urged stronger collaboration between government agencies, financial institutions, industry leaders and development partners to accelerate implementation of climate commitments.

“Climate policy succeeds when it becomes economic policy, and when the private sector becomes a co-owner of implementation, resilience and recovery,” she emphasized.

Kubota said resilience should be viewed not as a social cost but as a strategic economic investment.

“Building back better is not simply a humanitarian imperative. It is central to protecting supply chains, lowering long-term costs and strengthening economic confidence,” she noted.

She added that investments in resilient infrastructure, insurance, climate-smart agriculture, water efficiency, early warning systems and sustainable construction could create entirely new markets and competitive advantages for Sri Lanka.

Looking ahead, Kubota called for stronger alignment between NDC 3.0, the country’s long-term economic vision, emerging carbon market frameworks and financing mechanisms.

“The task now is to connect policy to projects, projects to finance, and finance to measurable results for people, businesses and communities,” she said.

She reaffirmed UNDP’s commitment to supporting Sri Lanka through initiatives including climate investment pipeline facilities and the proposed Canopy Fund, a blended finance mechanism designed to mobilise investment for nature-based solutions.

“The decisions we make today will shape not only Sri Lanka’s climate future, but its economic future as well,” Kubota concluded.

By Ifham Nizam

Business

David Pieris Automobiles opens Sri Lanka’s first GWM Flagship Experience Centre

Published

10 hours ago

2026/06/11

Sahan Weerasooriya

One of first GWM customers receiving the keys from Rohana Dissanayake, Group Chairman and Managing Director, David Pieris Group of Companies

A new era of premium mobility begins at Union Place, Colombo 02

David Pieris Automobiles (Private) Limited (DPA), the four-wheeler sales arm of the David Pieris Group, proudly announced the opening of its state-of-the-art GWM Flagship Experience Centre at 250, Access Tower 03, Union Place, Colombo 02, marking a significant milestone in the evolution of Sri Lanka’s automotive retail landscape.

GWM Flagship Experience Centre at Access Tower, Union Place,
Colombo 02

The newly opened flagship facility is designed to deliver a truly world-class automotive experience, showcasing the latest innovations and technologies from GWM, one of the world’s leading automobile manufacturers. As the first and only vehicle experience centre of its kind in Sri Lanka, it offers customers an immersive journey that goes beyond the traditional showroom concept. Visitors can explore GWM’s premium range of SUVs and electric vehicles, including the HAVAL H6 HEV, HAVAL H6 PHEV, HAVAL H6 GT PHEV, TANK 300 HEV and TANK 500 HEV, while enjoying dedicated vehicle demonstration zones, test-drive opportunities, and a host of innovative customer engagement experiences designed to redefine the vehicle purchasing journey. GWM’s product portfolio in Sri Lanka will be further expanded in the coming months with the introduction of several new models, including a range of fully electric vehicles.

GWM vehicles at the newly opened Experience Centre at Access Tower, Union Place, Colombo 02

With a legacy spanning over four decades, the David Pieris Group has earned a reputation as one of Sri Lanka’s most trusted automotive organisations, particularly for its comprehensive after-sales support and customer service excellence. Strengthening its commitment to GWM customers, DPA has already established a dedicated, state-of-the-art GWM service centre at No. 75, Hyde Park Corner, Colombo 02, supported by an expanding network of authorised service dealers across the island to ensure convenient and reliable customer care.

The state-of-the-art Flagship Experience Centre at
Access Tower, Union Place, Colombo 02.

Commenting on the opening, Mahesh Gunathilake, Director, David Pieris Automobiles, stated: “The opening of the GWM Flagship Experience Centre represents a significant milestone in our journey with the GWM brand in Sri Lanka. This is the country’s first dedicated state-of-the-art experience centre for GWM vehicles, offering customers the opportunity to experience world-class automotive technology, premium comfort and advanced safety features. GWM has successfully redefined modern mobility by delivering high-end luxury and innovation at an affordable price point, and we are proud to bring this exceptional experience to Sri Lankan motorists.”

GWM vehicles at the newly opened Experience Centre at
Access Tower, Union Place, Colombo 02

The opening of the flagship facility further reinforces David Pieris Automobiles’ commitment to expanding GWM’s presence in Sri Lanka, while providing customers with an unmatched ownership experience, backed by the Group’s renowned sales and after-sales expertise.

GWM vehicles at the newly opened Experience Centre at Access Tower, Union Place, Colombo 02

Customers interested in learning more about the GWM vehicle range, booking test drives or making pre-bookings can contact 011 7888 866, visit www.gwmsrilanka.lk or follow the GWM Sri Lanka by DPA Facebook page for the latest updates and promotions.

Rohana Dissanayake, Group Chairman and Managing Director, David Pieris Group of Companies, along with Mahesh Gunathilake, Director, David Pieris Automobiles (Private), cutting the ribbon to open GWM Flagship Experience Centre at the Access Tower, Union Place, Colombo 02.

One of first GWM customers receiving the keys from Mr. Rohana Dissanayake, Group Chairman and Managing Director, David Pieris Group of Companies

Business

Home Lands bets US$150m on Port City as it targets global property investors

Published

10 hours ago

2026/06/11

Sahan Weerasooriya

The Home Lands press conference held at Cinnamon Life - City of Dreams on June 9. From Left: Mario Offen - Deputy Director Sales and Marketing , Ashinsanie Weerasinghe - Head of Business Development and Marketing, Nalin Herath - Chairman and Managing Director, Amaya Herath - Executive Director, Rishad Mansoor - Deputy Director Marketing and Lanka Jayasinghe - Director Operations and Administration

Sri Lanka’s largest private real estate investment by Home Lands Group is set to test the country’s ability to attract foreign capital into the Port City Colombo project, with the upcoming unveiling of its US$150 million twin-tower residential development.

The company announced that its flagship project, Central Park Boulevard Port City Colombo, a 37-storey twin-tower development located within Port City’s Central Park District, carries an estimated end value exceeding US$300 million and has already sold about 50 percent of its units ahead of the official launch.

Speaking at a media briefing, Home Lands Chairman and Managing Director, Nalin Herath, said the project represents more than another luxury apartment development and is intended to position Sri Lanka within the international real estate investment market.

“The total investment is around US$150 million and the total value of the project is over US$300 million. This will generate a useful cash flow to the Sri Lankan economy,” Herath said.

The launch, branded as “The Grand Launch Weekend”, will be held from June 12 to 14 at Cinnamon Life and is expected to attract around 1,800 invitees, including business leaders, professionals, artists, celebrities and international guests.

Herath said changing conditions in regional property markets had created an opportunity for Sri Lanka to compete for international investors.

“The current geopolitical tensions in the Middle East have adversely affected segments of the property market in the Gulf region, particularly Dubai. This creates an opportunity for us to enter the global real estate market. Port City is the ideal location because it has the infrastructure and resources required to cater to that market,” he said.

His comments came amid growing confidence that world-class infrastructure would draw international capital into the Port City ecosystem.

Home Lands’ latest project therefore represents one of the most significant private-sector bets yet on Port City’s future growth prospects.

Responding to concerns regarding the source of investment flows, Herath said the necessary regulatory safeguards were already in place.

“Government regulations and the Port City Commission’s compliance frameworks ensure that the project attracts legitimate institutional and private funds,” he told The Island Financial Review in response to a question.

The development will comprise more than 640 residential units overlooking Port City’s central green park and waterfront district. Home Lands describes the project as Sri Lanka’s first high-rise residential development inspired by an international ultra-luxury lifestyle brand.

The company, which has delivered approximately 3,750 apartments and villas across Sri Lanka and has more than 2,200 units currently under construction, is positioning the project as a landmark investment capable of generating foreign currency inflows as well as creating thousands of jobs.

The unveiling will also mark one of the biggest real estate launches ever staged in Sri Lanka, with former Sri Lanka cricket captain Mahela Jayawardene serving as the project’s brand ambassador.

For investors and policymakers alike, however, the larger question extends beyond the launch itself: whether Port City can evolve from a high-profile development concept into a functioning international financial centre, as envisaged when the project was first conceived.

By Sanath Nanayakkare