What online shoppers want that retailers still miss

That's one of the key findings from DHL's latest E-Commerce Trends Report, which surveyed 29,000 online shoppers and 5,800 businesses across 29 countries. The research reveals a growing expectation gap between consumers and retailers – one that could determine where the next phase of e-commerce growth will be won or lost.

The shift toward mobile commerce is no longer emerging; it has already happened. 72% of online shoppers now prefer using apps when browsing and purchasing. Yet only 38% of businesses offer their own shopping app.

For retailers, that disconnect matters. Consumers increasingly expect seamless, personalized experiences optimized for mobile devices. Businesses that continue treating mobile as a secondary channel risk losing customers before a purchase is even made.

Few moments in the online shopping journey are as critical as checkout. 62% of consumers will abandon a purchase if their preferred payment option is unavailable – yet fewer than half of businesses recognize payment choice as a major conversion driver. What looks like a minor operational decision can have a direct impact on revenue. In an environment where consumers have countless alternatives only a tap away, convenience often wins.

The path to purchase is changing too. Retailers increasingly view social media platforms as sales channels rather than marketing tools. Nearly two-thirds of businesses already sell directly through social media, while 45% of consumers use them to make purchases.

For younger generations in particular, product discovery, evaluation and buying are increasingly happening on the same device. The traditional customer journey is becoming shorter, faster and more integrated.

While much of the conversation around e-commerce focuses on – speed, personalization, and the latest technologies – the report highlights that trust remains crucial when making purchasing decisions.

Seven in 10 shoppers say they would not buy from an online retailer if they do not trust the delivery or returns provider. Meanwhile, 88% of businesses recognize free shipping and returns as important drivers of sales.

The findings suggest that delivery and returns are no longer simply operational processes. The logistics have become a central part of the customer experience and, increasingly, a factor that influences whether a purchase happens at all.

The trend is particularly visible across Europe, where out-of-home delivery continues to gain momentum. Nearly half of consumers now have parcels delivered to lockers or service points, while three-quarters use them for returns.

For many shoppers, convenience is no longer defined solely by speed. Flexibility, choice, and confidence in the delivery experience matter just as much.

The report also highlights a growing disconnect around artificial intelligence. While businesses continue investing in AI-powered personalization and shopping experiences, consumers remain focused on trust. Data privacy, security, and transparency continue to influence how shoppers feel about AI's growing role in commerce.

For retailers, the challenge is not simply implementing new technology. It is ensuring that technology enhances the customer experience while maintaining consumer confidence.

The findings point to a broader reality facing the industry. Consumer expectations are evolving faster than ever. They want convenience, flexibility, transparency, and control across every stage of the shopping journey. Meanwhile, businesses are navigating new technologies, changing buying behaviors, and increasing competitive pressure.

The retailers that succeed will likely be those that spend less time guessing what customers want and more time listening to them.

The future of e-commerce may not be defined by faster websites or smarter algorithms alone. It may be defined by something much simpler: understanding what customers actually expect and delivering on it.