AI, social media, delivery and sustainability are key to e-shopping

Fashion Network

2 days ago

Delivery giant DHL has released its latest E-Commerce Trends Report and said that 'AI and social media are reshaping online shopping'.
It said that delivery remains the top 'conversion killer' with 81% of shoppers abandoning their carts when preferred delivery options are missing.
But there are other issues too with a third of shoppers dropping out due to sustainability concerns.
Meanwhile, social commerce is taking centre stage as 70% of global consumers expect to shop primarily through social media by 2030, bypassing traditional websites entirely. And AI is becoming essential. Seven in 10 shoppers want AI-driven shopping tools — from virtual try-ons to voice search — to guide their decisions.
The report is based on insights from 24,000 online shoppers across 24 key global markets and while it covers a vast range of subjects (eight chapters, six shopper types and four generational segments), the four findings above stand out in particular.
AI importance
Looking at those issues in more detail, DHL said advancements in generative AI are 'ushering in the next industrial revolution' and AI is 'one of the most highly anticipated and demanded innovations among consumers'. Shopping via voice commands is already on the rise, with 37% 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,' DHL said.
Meanwhile 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'. As mentioned, 70% of shoppers say they've already made a purchase via social media, and that same proportion 'expects these platforms to become their primary shopping destination by 2030'.
As we look towards 2030, social media sales alone are expected to reach €8.5 trillion, more than 12 times the current level.
And linked to social commerce, 82% 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% of online shoppers report buying through the app, and globally among Gen Z, where almost 50% 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,' DHL explained.
Logistics and sustainability
As for delivery and returns, which the company calls 'the ultimate conversion drivers', they highlight how new technologies may continue to transform the digital shopping experience, but 'it's the fundamentals of delivery and returns that remain the biggest drivers of cart abandonment".
We're told that "shoppers aren't willing to compromise when it comes to convenience, flexibility, and control. In fact, 81% of consumers say they will abandon their purchase if their preferred delivery option isn't available. Just as critically, 79% 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 won't buy from a retailer if they don't trust the delivery and returns provider. DHL believes 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'.
And as far as sustainability and the circular economy are concerned, they're no longer just a trend but a vital part of the whole process.
'Sustainability has evolved from a brand differentiator into a core consumer demand,' DHL said. 'Globally, 72% 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% of shoppers express willingness to participate in recycling or buy-back programs 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,' we're told.