What really drives online shoppers to buy or abandon their carts? How do expectations differ by generation, shopper type, and country? The DHL E-Commerce Trends Report 2025 reveals the most important factors – from the rise of social commerce to sustainable practices and AI-powered e-commerce features.
AI and Social Media Reshape Online Shopping
24,000 consumers from Europe, the Americas, the Asia-Pacific region, Africa, and the Middle East were surveyed for the E-Commerce Trends Report 2025. The results provide e-commerce companies with valuable insights into how to meet evolving customer expectations and foster growth through smart logistics and innovation.
For all players in the e-commerce business, the overarching question is: How will changing consumer expectations affect the future of online retail? It is only after answering this question that companies can adapt accordingly.
This year’s report is the fourth in the series and highlights six shopper types and four generational groups across eight chapters. The DHL E-Commerce Trends Report 2025 covers all things relevant to online brands, from cross-border shopping to customers’ views on promotional events like Black Friday.
Beneficial results emerged from every field of investigation. Four findings, however, stand out: the impact of AI and social commerce on online shopping, the crucial role of delivery in conversions, and the influence of sustainability on consumer behavior.
Main Outcome 1: Rising Expectations of AI in Online Shopping
The latest Trends Report reveals that AI is one of the most in-demand innovations.
- Seven out of ten shoppers worldwide want smarter, more personalized shopping experiences. In other words: they want AI-supported shopping functions. The most popular features are virtual try-ons, shopping assistants, and speech-enabled product searches.
- Voice-enabled purchases are already becoming more popular. 37% of shoppers worldwide, and nearly half of social media shoppers (48%), make purchases this way.
Therefore, intuitive, technology-enabled shopping experiences are playing an increasingly important role, and e-commerce companies must respond to this growing significance. At the same time, retailers have a unique opportunity to use AI technology to strengthen customer loyalty.
Main Outcome 2: Social Commerce Becomes the New E-Commerce
Traditional online stores are being replaced more and more by social platforms. Consumers use apps like TikTok, Instagram, and Facebook not only for inspiration, but also for shopping.
- Seven out of ten shoppers already make purchases via social media. Similarly, just as many expect these platforms to become their primary shopping environment by 2030.
- TikTok is particularly relevant. For instance, 86% of online shoppers in Thailand and 48% of Generation Z buy items directly on the platform.
- Even when not making a direct purchase, social media greatly influences shopping decisions: 82% of shoppers report that viral trends and social buzz influence their decisions.
All of this means that online brands need to engage with their target audiences on social media and provide a seamless experience for in-app purchases on mobile devices.
Main Outcome 3: Delivery and Returns Remain the Ultimate Conversion Drivers
Despite technological trends, traditional aspects are still the main cause for abandoning shopping carts.
- Many consumers are unwilling to compromise when it comes to delivery and returns. In fact, 81% say they will abandon their cart if their preferred delivery option is unavailable.
- 79% abandon the purchase process if the return conditions do not meet their expectations.
- Additionally, three-quarters of respondents said they would not buy from a retailer if they did not trust its delivery and returns partner.
These factors underscore the importance of transparent, customer-oriented logistics strategies.
Main Outcome 4: Sustainability and Circular Economy Are No Longer Mere Buzzwords
Sustainability is a key consumer trend.
- Worldwide, 72% of shoppers care about sustainability when shopping online.
- 57% want to be informed about the environmental impact of their delivery.
- One-third abandon their purchase due to sustainability concerns. Among Generation Z, this figure rises to nearly 50%, compared to only 10% among baby boomers.
- Consumers are also increasingly turning to the circular economy, with over half choosing used or refurbished goods. Moreover, 58% are willing to participate in retail recycling or buyback programs.
Companies benefit from reducing their ecological footprint and encouraging customers to make sustainable purchases.
It’s important to recognize that there isn’t just one type of online shopper or one type of market. The reasons for cart abandonment can vary widely. Our E-Commerce Trends Report analyzes the trends and developments shaping online shopping worldwide to help our customers grow their businesses. Logistics plays a crucial role in this process, and we see ourselves as a vital partner, offering our customers relevant insights, expertise, and solutions to drive their success.
Pablo Ciano, CEO DHL eCommerce
7 More Key Findings of the DHL E-Commerce Trends Report
The 2025 Report offers tangible insights beyond the four main clusters.
- Out-of-home delivery and returns are on the rise: The proportion of out-of-home deliveries has risen by 25% worldwide. 35% of European shoppers and 25% of global shoppers prefer this delivery option. For returns, 79% of European shoppers and 66% of global shoppers use parcel lockers or parcel stores.
- Mobile shopping and smartphones dominate the market: 83% of Millennials prefer shopping via mobile apps, and 63% turn to social media to learn about new products. Moreover, 91% of online shoppers use their smartphone for online purchases. This mobile-first mentality underscores the critical role of mobile apps in the future of retail. Interactions between retailers and consumers via smartphone must be seamless.
- When it comes to sustainability and digitization, online shoppers in emerging markets are setting the pace: They use social media more often for shopping, place greater emphasis on sustainable practices, and are more likely to abandon the purchase process due to sustainability concerns.
Two examples:
- Purchase rate via social media: France 49% vs. China 96%.
- Abandonment rate due to sustainability concerns: Netherlands 20% vs. India 59%
- Many people are skeptical about Black Friday and Cyber Monday: Although 75% of shoppers worldwide participate in these events, 16% are skeptical of the products offered. Baby boomers are the least likely to trust these offers.
- There is a „Buy Now, Pay Later“ revolution: Half of shoppers worldwide use this payment option, and 40% of them claim to spend more as a result. This payment flexibility is transforming the digital shopping landscape.
- Reviews are powerful: Nine out of ten shoppers say that customer reviews significantly influence their purchasing decisions. In particular, Generation Z and Millennials are swayed by reviews with photos and videos. This highlights the importance of authenticity in marketing.
- Subscription models are on the rise: One-third of global shoppers subscribe to repeat purchases, especially for clothing, electronics, and beauty products. This trend indicates the increasing demand for convenience and reliability in e-commerce.
There’s Much More to the DHL E-Commerce Trends Report
The new DHL E-Commerce Trends Report reveals how the expectations of shoppers of different generations, types, and countries are changing. From frustrations to buying motivations, the report uncovers what matters most.
The Trends Report further includes country reports that provide detailed insights into some of the world’s most active and dynamic e-commerce markets. They also cover the typical marketplaces in each country. Marketplaces are a preferred option for online consumers worldwide. However, buyer behavior varies by country, and each market has its own leading marketplace platforms.
Speaking of different countries: you can also find out what could encourage 55% of shoppers to shop online across borders more often.
Click here for the DHL E-Commerce Trends Report.
How DHL Freight Is Setting E-Commerce Trends in Sweden
DHL Group and DHL Freight not only document trends, but also set them themselves, for example in Sweden. In addition to standard road freight services, DHL Freight Sweden manages the entire Swedish e-commerce business and DHL’s nationwide B2B and B2C parcel services.
Out-of-home services are particularly popular in Sweden, with out-of-home delivery holding a 64 percent market share. The network for delivering e-commerce parcels is correspondingly dense with around 2,000 parcel stores and over 1,100 parcel lockers. This ensures that consumers in Sweden receive their ordered goods quickly and easily. At the same time, doorstep delivery has been optimized. All of this demonstrates DHL Freight’s commitment to improving the e-commerce experience in Sweden.
The latest milestone is DHL Freight Sweden’s pilot of the Smarcel mobile parcel station in Stockholm. Smarcel is a mobile parcel robot that B2C customers can use to pick up and drop off parcels.
Well Prepared for New Challenges
What makes online shoppers click “Buy Now”, and why do they abandon their shopping carts? The DHL Trends Report addresses these and many other important questions for e-commerce.
By looking to the near and distant future, we aim to provide retailers with the insights they need to navigate the ever-changing e-commerce landscape and attract more attention. E-commerce players can turn challenges into opportunities by leveraging technology, prioritizing sustainability, and understanding and adapting to changing customer preferences. DHL is here to support you with excellent logistics services for online retail.
