Global Trade

What today’s online shoppers expect - and how to deliver

From Bangkok to Berlin, a recent survey of 24,000 online shoppers in 24 markets shows that the rules of online retail are changing. For e-commerce businesses, the message is clear: adapt to rising expectations around technology, convenience, and sustainability - or risk losing customers.

Consumers evolve, businesses adapt

Online shopping has evolved from a transactional experience into a dynamic, expectation-driven journey. Consumers now expect intuitive technology, seamless logistics, and sustainable choices when they shop online.

DHL’s “E-Commerce Trends Report” shows that these expectations are not fleeting fads, but long-term shifts in behavior. It’s both a challenge and an opportunity for e-commerce businesses to adapt quickly and evolve alongside consumers. Businesses that move quickly and thoughtfully to meet consumer demands will gain a decisive advantage in a crowded marketplace.

Finding an edge

To stay competitive in a rapidly evolving e-commerce landscape, businesses must align with what today’s shoppers value most: intelligent technology, seamless experiences, and responsible practices.

As we navigate the ever-changing e-commerce landscape, understanding consumer behavior has never been more vital. With the growth of social commerce and the increasing emphasis on sustainability, we must adapt to meet our customers’ expectations.

Pablo Ciano, CEO, DHL eCommerce

The “E-Commerce Trends Report” highlights four key areas where forward-thinking retailers are gaining ground:

Tech-Enabled Shopping Journeys

Consumers are embracing AI-powered tools like virtual try-ons, voice search, and smart shopping assistants. Retailers that integrate intuitive, personalized features into the shopping experience are seeing stronger engagement and higher conversion rates.

Social Commerce Optimization

With social platforms becoming primary shopping destinations, brands must rethink how they connect with consumers. Mobile-native, in-app purchasing experiences – especially on platforms like TikTok and Instagram – are now essential for discovery and conversion.

Flexible Delivery and Returns

Consumers expect speed, affordability, and flexibility, and any friction in the process can lead to cart abandonment. But when done right, these services can drive loyalty and repeat business. From real-time tracking to a common return label across 27 European countries, DHL’s integrated network makes it easier to offer the seamless experience today’s shoppers demand.

Sustainable Logistics Solutions

Many consumers want practical ways to make more sustainable choices when they shop. That’s where logistics plays a key role. DHL supports retailers with an extensive out-of-home delivery and returns network, giving consumers flexible, lower-impact options for receiving and returning their orders.

Why these trends are taking hold

The future of e-commerce belongs to businesses that listen and respond to what consumers expect, and gaining a deeper understanding of their expectations leads to more robust business decisions. In addition to the stats, the “E-Commerce Trends Report”, uncovered what’s driving these shifts in consumer behavior.

Which AI shopping features do consumers want?

Shoppers want tools that help them make better decisions faster. The most-desired AI shopping features are virtual try-ons, AI-powered shopping assistants, voice-enabled product search, augmented reality (AR) shopping experiences, suggested product additions to the cart, and automatic reordering when items run low.

What do shoppers want to see more from retailers to support sustainability?

When it comes to sustainability, credibility and clarity matter most: consumers are looking for retailers to use sustainable packaging, eliminate unnecessary plastic, and provide clear recycling instructions. They also value the ability to repair or reuse, whether through spare parts or products made from recycled materials.

What do consumers expect from retailers when it comes to delivery and returns

Delivery and returns are becoming dealbreakers. Consumers increasingly expect free options as standard, and many will abandon their carts if those expectations aren’t met. Retailers that integrate delivery and return costs into product pricing can create a perception of value that boosts conversion and builds trust.

How has social media changed shoppers’ buying habits?

Platforms like Instagram, TikTok, and Facebook are reshaping how consumers engage with brands, blending entertainment, research, and purchasing into a single experience. This shift is changing habits: with social media, time spent researching products goes up, shopping frequency increases, and impulse purchases are more likely.

Turning insights into action

E-commerce is constantly evolving. As expectations shift and new behaviors emerge, staying ahead means staying informed. From sustainable choices to changing delivery and return expectations, as well as evolving shopping habits, online retailers encounter both challenges and exciting opportunities to stand out, build loyalty, and lead the market.