DHL eCommerce: AI is becoming indispensable
DHL eCommerce has published its latest E-Commerce Trends Report for 2025, based on insights from surveys of 24,000 online shoppers in 24 key markets worldwide. This year’s report comprises eight chapters and covers six types of shoppers and four generational segments, which show how changing consumer expectations are changing the face of e-commerce. While the report covers everything from cross-border shopping to the popularity of sales promotions like Black Friday, four developments stand out: the way AI and social commerce are transforming online shopping, the essential role of delivery options on conversion rates, and the impact of sustainability on shopper loyalty.
“It’s important to understand that there isn’t just one type of online shopper or one type of market in e-commerce. The reasons for shopping cart abandonment can be very different. Our E-Commerce Trends Report analyzes the trends and developments that are shaping online shopping worldwide to help our customers develop their business. Logistics plays a crucial role in this process, and we see ourselves as a partner that provides its customers with relevant insights, expertise and solutions to increase their success,” said Pablo Ciano, CEO of DHL eCommerce.
Shopping with AI: Smarter experiences, higher expectations
Advances in generative AI are heralding the next industrial revolution. But how will artificial intelligence affect online shopping? DHL’s latest E-Commerce Trends Report shows that AI is one of the most sought-after innovations among consumers, with 7 out of 10 shoppers globally (57% in Germany) wanting online retailers to offer AI-powered shopping capabilities. Virtual try-ons, AI-powered shopping assistants and voice-controlled product search are at the top of the list of features that consumers want to actively use. Voice shopping is already on the rise: 37% of online shoppers worldwide (30% in Germany) – and almost half of social commerce users – shop by voice command. As digital expectations rise, so does the demand for intuitive, technology-enabled shopping experiences that combine functionality and entertainment.
Social commerce is becoming the new e-commerce
The traditional website-based online shop is increasingly being replaced by or bypassed by social platforms. Consumers use apps like TikTok, Instagram, and Facebook not only to browse, but also to shop. 7 in 10 shoppers (53% in Germany) say they have already shopped through social media, and the same proportion expect social media platforms to become their primary online marketplace by 2030. Social media also drives decision-making: 82% of shoppers (77% in Germany) say that viral trends and social buzz have an influence on their purchasing decisions. TikTok, in particular, is driving change in emerging markets like Thailand, where 86% of online shoppers say they shop through the app. In Germany, Instagram is the preferred social media platform with 34%. The shift to social commerce signals a crucial shift in how and where brands need to connect with their audiences, necessitating seamless, mobile-native experiences designed for in-app conversion.
Deliveries and Returns: The Ultimate Conversion Drivers
While new technologies continue to change the digital shopping experience, it is fundamental factors such as delivery and return options that continue to have the greatest impact on cart abandonment. Customers are not willing to compromise when it comes to comfort, flexibility and control. In fact, 81% of consumers (85% in Germany) say they would abandon their purchase if their preferred delivery option is not available. Equally critical is the return process, which 79% (also in Germany) cite as a reason for abandoning a purchase. Trust also plays a major role: 3 out of 4 shoppers (also in Germany) say that they will not buy from an online retailer if they do not trust the shipping service provider. These expectations underline the importance of transparent, customer-centric logistics strategies – not only as an operational challenge, but as an essential part of the conversion process.
Sustainability and Circular Economy: From Buzzword to Decisive Factor for Business Results
Sustainability has evolved from a differentiator to a key consumer desire. Globally, 72% of customers (59% in Germany) pay attention to sustainability in their online purchases. For many, this goes beyond packaging or shipping – 1 in 3 shoppers (29% in Germany) say they have abandoned their purchase due to sustainability concerns. Among Generation Z, this figure is almost one in two. More than half of consumers (60% in Germany) opt for used or refurbished products for reasons of environmental protection and cost efficiency. In addition, 58% of buyers (50% in Germany) are willing to participate in recycling or buy-back programs offered by retailers. These behaviors show that there is a growing expectation for brands to not only reduce their environmental footprint, but also to actively support consumers to shop more sustainably.
Looking ahead to 2030, social media sales alone are expected to reach €8.5 trillion, twelve times today’s volume.
About the DHL E-Commerce Trends Report 2025
For the E-Commerce Trends Report 2025, 24,000 consumers from Europe, North and South America, Asia, Pacific, Africa and the Middle East were surveyed. The report provides practical insights and tips for online retailers who want to meet changing expectations, personalize the shopping experience and continue to grow through smarter logistics and innovation.
