DHL Study 2025: Artificial Intelligence, Social Commerce, and Sustainability Revolutionize Online Retail
E-commerce is on the verge of a profound transformation, as shown in the new DHL E-Commerce Trends Report 2025, which surveyed around 24,000 consumers from 24 countries worldwide. At the heart of the findings: Artificial Intelligence, social media as a sales channel, and the growing need for sustainable and trustworthy delivery solutions.
Artificial Intelligence is rapidly evolving from a digital extra to an integral part of the customer journey. Around 70 percent of surveyed online shoppers worldwide desire AI-supported features like virtual try-ons, voice search, or personal shopping assistants. Particularly striking: already 37 percent of all consumers use voice commands when shopping online – among social media users, this proportion is almost 50 percent.
Another megatrend is Social Commerce. Platforms like TikTok, Instagram, or Pinterest are gaining massive importance as direct sales channels. 70 percent of consumers worldwide expect that by 2030 they will primarily shop via social media – traditional webshops are losing relevance. In markets like Thailand, this shift is already a reality: over 86 percent of consumers there shop directly via TikTok. Younger target groups, especially Generation Z, are heavily influenced by viral trends and recommendations on social networks. A full 82 percent of respondents say that online hypes influence their shopping behavior.
The topic of delivery and returns is also a dealbreaker for many customers. According to DHL, 81 percent of online shoppers abandon their purchase if the desired shipping option is unavailable. Unattractive return conditions lead to a dropout for 79 percent. The study clearly shows: flexibility, transparency, and trust in the logistics partner are key success factors. Especially Out-of-Home options – such as delivery to parcel stations or pickup points – are increasingly used in Europe, by about 35 percent of buyers.
Sustainability is no longer a marginal issue but firmly anchored in purchasing behavior – particularly among younger generations. 72 percent of consumers worldwide pay attention to ecological factors when shopping online. Almost a third have consciously refrained from buying due to a lack of sustainability – among Generation Z, this proportion is nearly 50 percent. Over half of consumers also prefer secondhand products or participate in buyback and recycling programs.
Further exciting trends: Mobile Commerce dominates with smartphone usage of over 90 percent; Buy Now, Pay Later models encourage purchase willingness, especially among younger target groups; subscription models are increasingly establishing themselves in the non-food segment as well. Customer reviews – particularly with images or videos – play a central role for over 90 percent of consumers.
The report emphasizes that companies that want to remain successful in e-commerce must focus more than ever on technological intelligence, cross-channel experiences, and sustainable logistics solutions. Those who understand these trends and integrate them into their own customer experience have the best chances of retaining customers long-term – in a digital commerce landscape that is changing faster than ever before.
The complete trend report is available here. https://group.dhl.com/en/media-relations/press-releases/2025/dhl-e-commerce-trends-report-2025.html