Logistics and shipping company DHL has released its E-Commerce Trends Report 2025, drawing on insights from 24,000 online shoppers across 24 key global markets.

This year's study includes eight chapters, featuring six shopper types and four generational segments, all highlighting how evolving consumer expectations are reshaping the future of online retail. 

• Delivery remains the number 1 conversion killer: 81% of shoppers abandon their carts when preferred delivery options are missing.
• A shift in sustainability: 1 in 3 shoppers drop out due to sustainability concerns.
• Social commerce takes centre stage: 70% of global consumers expect to shop primarily through social media by 2030 - bypassing traditional websites entirely.
• AI becomes essential: 7 in 10 shoppers want AI-driven shopping tools - from virtual try-ons to voice search - to guide their decisions.

THE E-COMMERCE LANDSCAPE

The conversion challenge - shoppers browse more than they buy, but getting the online journey right at every touchpoint can turn clicks into sales.

• Browse The UK – 57%
• Buy The UK – 22%

9 in 10 shoppers use their smartphones to shop - but it’s not just about mobile browsers anymore.

Brands need to ensure their website and product listings reflect this more natural, conversational language by:

• Optimising content for voice search
• Creating voice-friendly shopping experiences
• Using AI to personalise interactions

• 83% of Millennials shop using a retailer’s mobile app
• 3 in 5 subscription shoppers use voice commands to shop
• 47% of social shoppers use voice commands to shop

What device do people use to shop online – and where is each one most popular globally and in Europe?

77%  - A retailer’s mobile app - The UK

Shoppers' Biggest Frustrations:

• High delivery costs (58%)
• Long delivery times (52%)
• Not enough product information (42%)
• Having to pay for returns (39%)
• Not enough product images (36%)

Improvements Shoppers Want:

• Free delivery (72%)
• Free returns (53%)
• Faster delivery (52%)
• Better product descriptions (46%)
• Customer reviews and images (45%)

Inside the world’s digital cart

What do shoppers buy online?

• Clothing 64%
• Electronics 58%
• Footwear 50%
• Cosmetics & beauty products 46%
• Home furnishings 45%
• Books 42%
• Sport, leisure & hobby items 39%
• Household products 36%
• Toys or games 35%
• Food & beverages 32%
• Health supplements 31%
• Jewellery 25%
• Pet food/products 24%
• Designer goods 19%
• CDs, vinyl or DVDs 17%

22% of shoppers in the UK buy cosmetics & beauty products from other countries.

Digital payments dominate the checkout

1 in 3 shoppers say they’ve abandoned their cart because their preferred payment method wasn’t available.

Buy Now, Pay Later (BNPL) is becoming a go-to payment option for many online shoppers. 1 in 2 shoppers now use this payment method – and it’s especially popular among younger generations.

Use BNPL for all or most of their purchases:

• 64% of subscription shoppers
• 59% of Gen Z
• 51% of European shoppers

Say BNPL encourages them to buy more:

• 40% of global shoppers
• 46% of Millennials
• 45% of social shoppers

Check out the checkout:

• 81% of shoppers would abandon their cart if their preferred delivery option wasn’t offered
• 79% of shoppers would abandon their cart if their preferred returns option wasn’t offered
• 7 in 10 shoppers won’t shop with a retailer if they don’t trust the delivery and returns provider

Why do shoppers abandon their carts?

• 36% Delivery is too slow
• 35% Preferred payment method isn’t available
• 33% Unexpected customs charges
• 33% Discount code doesn’t work
• 32% Have to pay for delivery

It’s not just about having reviews - it’s about shoppers trusting them:

• 9 in 10 shoppers say customer reviews influence their buying decisions
• 45% say customer reviews and images would improve their online shopping experience
• Brands need to encourage customers to leave feedback about the products they buy, ideally with photos or videos. 

The sign-up that keeps shoppers coming back

Who’s signing up for online shopping subscriptions the most?

• 44% Gen Z, social and cross-border shoppers
• 43% Millennials and refurbished and recycled shoppers

Where are subscriptions most popular?

• India
• Turkey
• Thailand
• Spain
• China
• The UK
• The UAE
• Germany
• Nigeria
• France

34% of shoppers across the globe have an online shopping subscription

SOCIAL COMMERCE

7 in 10 shoppers have made a purchase on social media.

Which social platforms do shoppers buy from – and where is each one most popular globally and in Europe?

• Facebook: 52% (Most popular in Nigeria, The Czech Republic)
• Instagram: 42% (Most popular in Nigeria, Turkey)
• YouTube: 34% (Most popular in India, Turkey)
• TikTok: 32% (Most popular in Thailand, The UK)

7 in 10 global shoppers say they may primarily shop on social media within the next five years.

Instagram and TikTok are especially popular with Gen Z, while Facebook and YouTube are the social platforms of choice for Millennials. Gen X and Baby Boomers shop less on social – but when they do, their preferred platform is Facebook.

How has social media changed shoppers’ buying habits?

• 42% Spend more time researching products
• 31% Make more impulse purchases
• 37% Shop more frequently
• 18% It hasn’t changed their habits

What gives shoppers the confidence to hit ‘buy now’ on social media?

• Free delivery and returns: 58%
• Fast delivery times: 50%
• Customer reviews and images: 49%
• Secure, preferred payment options: 46%
• Clear returns policies: 45%

The social content that makes shoppers click

Trending now

Social media can turn an unknown product into a bestseller overnight. Gen Z are quick to follow what’s trending, with 88% saying viral products influence what they buy. And it’s not just them - 91% of subscription shoppers say the same.

82% of shoppers say trending or viral products influence their buying decisions.

Going live

Live shopping events on social media are growing in popularity - only 34% of shoppers say they’re not interested. These events give people a chance to interact with brands, grab a deal or get first access to new products. They’re especially popular with subscription shoppers, social shoppers and younger generations.

2 in 3 of global shoppers say they are interested in live-streamed shopping events.

Revealed: The social platforms set to rise - How will shoppers’ buying behaviour change on each platform by 2030?

Instagram:

• Buy more: 27%
• Buy the same: 28%
• Buy less: 9%
• Might use in the future: 14%
• Would never use: 23%

Facebook:

• Buy more: 25%
• Buy the same: 33%
• Buy less: 12%
• Might use in the future: 11%
• Would never use: 19%

YouTube:

• Buy more: 23%
• Buy the same: 32%
• Buy less: 10%
• Might use in the future: 16%
• Would never use: 20%

TikTok:

• Buy more: 22%
• Buy the same: 21%
• Buy less: 9%
• Might use in the future: 14%
• Would never use: 34%

MARKETPLACES

Most popular marketplaces in Europe:

• Amazon: 6 in 10 global shoppers buy from Amazon.
• Zalando: 1 in 10 global shoppers buy from Zalando.
• Temu: 4 in 10 cross-border shoppers buy from Temu.
• Vinted: Is the most popular with shoppers who buy refurbished or recycled products online.
• Shein: Is most popular with Gen Z shoppers.
• eBay: Is most popular with Baby Boomers.

The UK 88% Amazon.

AI: THE FUTURE OF E-COMMERCE?

Which AI shopping features do consumers want?

• Virtual try-on: 77%
• AI-powered shopping assistant: 76%
• Voice-enabled product search: 72%
• Augmented reality (AR) shopping experiences: 71%
• Adding suggested products to the cart: 70%
• Automatic reordering when items run low: 69%

More in the report: 

• Black Friday
• Cross-border buying behaviour
• Delivery & returns
• Sustainability & the circular economy
• How do different generations browse and buy online?
• Meet today’s shoppers

For the full report, visit dhl.com.