Published: October 23, 2025 | Last updated: October 23, 2025
Modern e-commerce is no longer driven solely by algorithms and profit margins. Increasingly, it plays a key role in aid efforts, especially in crisis situations such as the 2024 flood or natural disasters. The example of the “United in Crisis” Gala shows that the SME sector can have a real impact on rebuilding and supporting society without giving up business goals.
Charity and CSR activities have entered a new level today – with significant contributions from online stores, payment platforms, and corporate foundations. In this article, we will show how the e-commerce sector, especially within small and medium-sized enterprises, can join the ranks of companies supporting cross-sector initiatives, addressing not only market needs but also those of local communities.
You will learn how to wisely incorporate CSR into your e-commerce strategy, what sustainable development means in the context of online trade, and how to leverage the potential of NGOs and tech companies for cooperation in post-disaster recovery efforts.
In this article: details on the role of e-commerce in humanitarian aid, specific examples of company actions after the 2024 flood, best practices, ready-to-implement solutions, and actionable business tips.
Table of Contents
Key Information at a Glance:
- After the 2024 flood, the private sector, including online stores, played a critical role in providing humanitarian aid.
- Cross-sector initiatives increase the effectiveness of aid actions and strengthen brand image.
- CSR activities — from logistics to fundraising — can be integrated into the daily operations of an online store.
- Cooperation with NGOs, corporate foundations, and local governments helps build long-term customer trust.
United in Crisis – What Does It Mean for E-commerce?
“United in Crisis” is not only the name of the gala and report describing actions after the 2024 flood, but above all, a motto expressing the idea of cooperation beyond divisions – between business, public administration, and NGOs. This approach is gaining importance in the world of e-commerce as well.
For online store owners, this can mean:
- responding flexibly to local community needs,
- actively participating in aid projects, e.g. by donating a portion of profits to social causes,
- co-organizing transport, logistics, fundraising campaigns,
- promoting social initiatives through their own marketing channels.
These efforts are not only part of business ethics or meeting Sustainable Development Goals (SDGs), but also offer tangible market benefits: building customer loyalty, increasing brand recognition, and boosting conversion through emotional engagement in communication.
2024 Flood - Best Practices and Partnerships
September 2024 brought devastating floods to the Dolnośląskie, Opolskie, and Śląskie regions. Hundreds of companies, organizations, and local governments sprang into action. The “United in Crisis” Gala, organized by the To Proste Foundation and Mapuj Pomoc, honored initiatives such as:
- Fundacja Biedronki – logistical support in distributing food and hygiene products,
- InPost – for using its own network to deliver donations,
- BP Europa – for providing technical equipment (generators, dehumidifiers),
- Przelewy24 and Donateo – technological engagement to streamline online donation and payment channels, enabling greater aid reach.
This is where digital transformation in e-commerce can be used positively and effectively. E-platforms have access to:
- customer behavior data,
- ready payment infrastructure,
- real-time communication tools,
- logistics and integrations with industry partners.
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How to Collaborate with NGOs? A Practical Guide for Retailers
1. Choose an organization aligned with your brand
Your brand is more than your products — it’s your values. If you sell parenting gear, partner with foundations helping families or schools. If you're in the eco sector – support environmental protection efforts.
2. Offer specific resources
You can provide:
- a percentage of sales from selected products,
- infrastructure for goods logistics,
- media for marketing campaigns,
- team expertise (e.g. IT, project management),
- or simply time – via employee volunteering.
3. Build cross-sector relationships
Long-term cooperation between business and NGOs brings the best results – so beyond one-off campaigns, consider joint support models via subscriptions or recurring events.
4. Communicate transparently
An aid campaign without a clear presentation of results can backfire. Use reporting – photos from aid deliveries, certificates, participant testimonials. It enhances credibility.
CSR in E-commerce – How to Do It Smartly and Sustainably?
Sustainability in e-commerce no longer just means eco-friendly packaging. Well-planned CSR includes:
- collaboration with corporate foundations to scale operations,
- participating in industry events such as the United in Crisis Gala,
- implementing SDGs in logistics, sales, and marketing,
- responding to socio-climatic crises – e.g. post-flood humanitarian aid.
Gala-honored firms operate in the spirit of SMART CSR, meaning:
- Specific – clear goal (e.g. rebuilding schools after a flood),
- Measurable – trackable outcomes,
- Achievable – realistic resources and partners,
- Relevant – aligned with brand values,
- Time-bound – defined time frames.
E-commerce and Crisis Aid – Frequently Asked Questions (FAQ)
1. Can an online store really impact humanitarian aid?
Yes. Through fundraising, logistics, NGO collaboration, and promoting social efforts – e-commerce is a natural support hub.
2. How to start CSR activities on a small scale?
Pick one initiative per year, collaborate with a local foundation, implement a donation-supporting discount code, or integrate a Donateo widget.
3. Do CSR activities impact profits?
Not directly, but they increase customer loyalty and trust, which ultimately improves conversion and reduces customer acquisition costs.
4. What aid actions can be integrated into a payment system?
Examples include micro-donations during checkout, automatic rounding up with the surplus allocated for aid, and Donateo integrations.
United in Crisis: Summary and Next Steps
The 2025 “United in Crisis” Gala showed the great potential of cross-sector actions. E-commerce, with its flexibility and technology, has a unique opportunity to support aid initiatives – from disaster response to building lasting partnerships with NGOs and customers.
If you run an online store – regardless of its size – CSR and sustainability are elements you can implement today with real social and communication value for your brand.
Don’t wait for the next crisis. Be prepared, build partnerships, and act intentionally.
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