Tech & green values drive new online shopping trends: DHL
AI and social commerce are-redefining the online shopping experience, while fast and reliable delivery is proving crucial to converting carts into purchases. At the same time, sustainability is becoming a key driver of customer loyalty, as consumers increasingly align their buying habits with environmental values. These trends are collectively reshaping the future of e-commerce, as per the insights from DHL E-commerce's newly released E-Commerce Trends Report 2025.
The report is based on responses from 24,000 online shoppers across 24 key global markets. It features eight chapters, profiling six shopper types and four generational segments, and explores how shifting consumer expectations are redefining the future of online retail.
AI, social commerce, and sustainability are reshaping online retail, according to DHL's E-Commerce Trends Report 2025. It highlights growing demand for AI features, social platform purchases, and sustainable practices. Fast, flexible delivery and easy returns remain essential for cart conversion, while trust and environmental values increasingly drive consumer loyalty and purchasing decisions.
"It's important to recognise 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 analyses 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," said Pablo Ciano, CEO of DHL E-commerce .
DHL's latest e-commerce trend report reveals that AI is one of the most highly anticipated and demanded innovations among consumers, with 7 in 10 shoppers globally wanting retailers to offer AI-powered shopping features. Virtual try-ons, AI-powered shopping assistants, and voice-enabled product search top the list of features consumers actively want to use. Shopping via voice commands is already on the rise, with 37 per cent of global shoppers — and nearly half of social commerce users — making purchases hands-free. As digital expectations rise, so does the demand for intuitive, tech-enabled shopping journeys that blend utility with delight.
The traditional e-commerce website is increasingly being replaced — or bypassed — by social platforms. Consumers are turning to apps like TikTok, Instagram, and Facebook not just for discovery, but for purchase. Seven in ten shoppers say they have already made a purchase via social media, and that same proportion expects these platforms to become their primary shopping destination by 2030.
The power of influence also plays a critical role: 82 per cent of shoppers say viral trends and social buzz influence their buying decisions. TikTok in particular is driving change in markets such as Thailand, where 86 per cent of online shoppers report buying through the app, and globally among Gen Z, where almost 50 per cent are already using the platform to purchase. This shift signals a major transformation in how and where brands need to engage with their audiences, and calls for seamless, mobile-native experiences built for in-app conversion.
While new technologies continue to transform the digital shopping experience, it's the fundamentals of delivery and returns that remain the biggest drivers of cart abandonment. Shoppers aren't willing to compromise when it comes to convenience, flexibility, and control. In fact, 81 per cent of consumers say they will abandon their purchase if their preferred delivery option isn't available. Just as critically, 79 per cent will leave if the return process doesn't match their expectations. Trust also plays a major role, with three out of four shoppers reporting that they will not buy from a retailer if they don't trust the delivery and returns provider. These expectations emphasise the importance of transparent, customer-centric logistics strategies — not just as an operational concern, but as a core part of the conversion funnel.
Sustainability has evolved from a brand differentiator into a core consumer demand. Globally, 72 per cent of shoppers now consider sustainability when making online purchases. For many, this goes beyond packaging or shipping — one in three shoppers have abandoned their carts due to sustainability concerns. Among Gen Z, this figure spikes to nearly one in two.
Consumers are also embracing more circular models of consumption, with over half opting for pre owned or refurbished goods, motivated by both environmental values and cost efficiency. Additionally, 58 per cent of shoppers express willingness to participate in recycling or buy-back programmes offered by retailers. These behaviours point to a growing expectation that brands will not only reduce their footprint but actively empower consumers to shop more sustainably. Insights from DHL' E-Commerce Trends Report provides a clear roadmap for retailers aiming to capture the attention of today's diverse shopper demographics. By embracing technology, prioritising sustainability, and understanding the evolving preferences of consumers, businesses can transform challenges into opportunities.
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