Provenance’s Proof Point technology empowers online shoppers to make positive purchases for people and planet, by surfacing trustworthy, proof-backed sustainability claims at the point of sale.

At the same time, Provenance enables brands and retailers that are making a positive social and environmental impact to grow market share by increasing shopper engagement, conversion and trust.

According to a press release by the startup, Proof Points are digital sustainability claims that sit in e-commerce pages and enable shoppers to click through to view relevant evidence or independent verification.

This unique transparency tech solution is already driving a 27% increase in conversion and a 2.8x increase in engagement at point of sale.

Provenance has tripled its customer base in the last 12 months and is now empowering 150+ leading brands and retailers across the food & drink, beauty and fashion industries, including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever.

Provenance is currently live in 18 markets across Europe, North America and Asia Pacific.

Provenance empowers brands to talk to shoppers about their impact holistically. Proof Point technology supports digitised claims from ‘Net Zero’ and ‘Fully Recyclable Packaging’ to ‘Living Wage’ and ‘Female Owned Business’.

Provenance works with 81 verifiers and over 20 certification bodies – including B Corp, Soil Association, Leaping Bunny and GOTS – to enable brands to surface third-party verification online.

According to a study by Capgemini released in 2020 and cited by, four out of every five shoppers are changing their purchase preferences based on sustainability. However, 53% of shoppers admit they can’t tell the truth apart from greenwashing when it comes to product claims.

According to Investopedia, greenwashing is the process of conveying a false impression or providing misleading information about how a company's products are more environmentally sound. Greenwashing is considered an unsubstantiated claim to deceive consumers into believing that a company's products are environmentally friendly.