E-Commerce Logistics

‘’FREE’’ & FAST DELIVERY & RETURNS IS KEY TO SALES – ALONG WITH A TRUSTED PROVIDER

92% of global shoppers expect fast, free delivery and easy returns. Nearly 8 in 10 will not complete a purchase if they do not trust the delivery or returns provider.

Delivery and returns are often the moment a sale is won or lost. Success depends on offering the right mix of flexible options, trusted delivery partners, and a seamless checkout experience. Free shipping remains the top motivator for completing a purchase. Businesses understand the impact, with 9 in 10 saying their delivery and returns strategy is key to securing online sales.

Delivery and returns in numbers

Free is the word shoppers want to hear

Trust is key to winning a sale

Delivery and returns continue to be the main reason sales are won or lost

Shoppers trust DHL to deliver for them

Delivery and returns in numbers

76%

OF GLOBAL SHOPPERS WON’T BUY FROM AN ONLINE RETAILER IF THEY DON’T TRUST THE DELIVERY OR RETURNS PROVIDER

67%

OF GLOBAL SHOPPERS HAVE ABANDONED THEIR ONLINE PURCHASE BECAUSE THE DELIVERY OFFERING DID NOT MEET THEIR EXPECTATIONS

58%

OF GLOBAL SHOPPERS HAVE ABANDONED THEIR ONLINE PURCHASE BECAUSE THE RETURNS OFFERING DID NOT MEET THEIR EXPECTATIONS

41%

OF GLOBAL SHOPPERS SAY FREE DELIVERY WOULD HAVE ENCOURAGED THEM TO NOT ABANDON THE CART AND COMPLETE THEIR PURCHASE

78%

OF EUROPEAN SHOPPERS WON’T BUY FROM AN ONLINE RETAILER IF THEY DON’T TRUST THE DELIVERY OR RETURNS PROVIDER

57%

OF GLOBAL SHOPPERS SAY FREE DELIVERY WOULD ENCOURAGE THEM TO BUY FROM INTERNATIONAL RETAILERS

43%

OF GLOBAL SHOPPERS SAY FREE RETURNS WOULD ENCOURAGE THEM TO BUY FROM INTERNATIONAL RETAILERS

31%

OF GLOBAL SHOPPERS SAY DELIVERY BY A TRUSTED PROVIDER WOULD ENCOURAGE THEM TO BUY FROM OTHER COUNTRIES

‘Free’ is the word shoppers want to hear

Cost is a decisive factor in delivery and returns. Shoppers now expect free options as standard, and many will walk away if they are not offered. Free delivery and returns reduce friction at checkout and build the confidence to complete a purchase. Businesses see the impact, with 88% saying free delivery and returns drive higher sales.

	Prioritise fast, free delivery and easy returns when shopping online	Would abandon their cart if not offered their preferred delivery options	Would abandon their cart if not offered their preferred returns options
Argentina	97%	84%	78%
Australia	91%	75%	61%
Austria	91%	81%	73%
Belgium	87%	77%	67%
Brazil	96%	92%	84%
Canada	92%	78%	69%
China	87%	65%	64%
Czech Republic	90%	77%	69%
Denmark	89%	80%	71%
France	86%	82%	75%
Germany	88%	80%	72%
India	95%	78%	78%
Italy	91%	82%	80%
Malaysia	98%	79%	72%
Morocco	93%	82%	77%
Netherlands	87%	79%	70%
Nigeria	97%	70%	61%
Poland	92%	74%	69%
Portugal	97%	86%	80%
Saudi Arabia	94%	86%	81%
South Africa	96%	75%	74%
Spain	95%	84%	81%
Sweden	88%	79%	72%
Switzerland	89%	79%	66%
Thailand	90%	56%	60%
Türkiye	95%	82%	85%
UAE	92%	83%	81%
UK	90%	78%	72%
USA	93%	69%	63%
GLOBAL	92%	78%	73%
Europe	90%	80%	73%
Gen Z	92%	77%	69%
Millennials	93%	78%	72%
Gen X	92%	79%	74%
Baby Boomers	91%	80%	75%

Trust is key to winning the sale

Shoppers remember poor delivery experiences, from missed arrivals to complicated returns, and these moments shape future purchasing decisions. They need confidence that their order will arrive on time and in good condition, and that returns will be simple if it is not right. A reliable and trusted delivery and returns provider sets clear expectations at checkout and can be the difference between winning a sale and losing it.

	Would you shop with a brand if you did not trust the delivery or returns provider?
Argentina	15%
Australia	18%
Austria	19%
Belgium	19%
Brazil	14%
Canada	20%
China	22%
Czech Republic	23%
Denmark	16%
France	22%
Germany	24%
India	38%
Italy	21%
Malaysia	32%
Morocco	34%
Netherlands	18%
Nigeria	14%
Poland	30%
Portugal	19%
Saudi Arabia	39%
South Africa	19%
Spain	23%
Sweden	22%
Switzerland	22%
Thailand	31%
Türkiye	21%
UAE	42%
UK	24%
USA	24%
GLOBAL	24%
Europe	22%
Gen Z	29%
Millennials	28%
Gen X	22%
Baby Boomers	13%

Delivery and returns remain the tipping point for conversion, with free, fast, and flexible options now shaping shopper expectations.

Only a quarter of shoppers say they never abandon their carts, meaning most drop off at the final step. Delivery is often the reason, whether it feels too expensive, too slow, or unclear. Even when shoppers are ready to buy, this final moment of friction can stop the sale. Businesses that get the final step right, especially delivery and returns, are far more likely to turn purchase intent into completed orders.

Bar chart comparing why shoppers abandon online purchases with the reasons businesses think they do, highlighting consistent perception gaps.

How cart abandonment drivers are evolving and what motivates shoppers to complete their purchase

Top cart abandonment drivers	2025	2026
Delivery offering	36%	67%
Products out of stock / unavailable	–	65%
Unexpected customs/taxes charges	33%	63%
Preferred payment method isn't accepted	35%	62%
Returns offering	–	58%

What drives purchase completion	2026
Free shipping	41%
Fast delivery	20%
More payment options	17%
Free returns	12%
Guest checkout option	9%

How businesses are responding to improve cart conversion

Businesses use a range of tactics to improve cart conversion, with discounts and offers (58%) and free delivery (56%) leading the way. Free returns (44%) and faster delivery options (38%) also play a key role in reducing friction at checkout. While promotional incentives remain widely used, delivery speed, cost, and flexibility continue to be critical levers for turning shopper intent into completed purchases.

Bar chart showing the most effective e-commerce tactics for increasing cart conversion, led by discounts, free delivery, and free returns.

Download the full 2026 E-Commerce Trends Report

9 in 10 shoppers trust DHL to deliver their online purchases and handle their returns

_{All stats and figures are taken from the DHL eCommerce Trends Surveys conducted between December 15th 2025 and February 11th 2026. Within the last three months prior to the survey, shopper respondents were required to have made at least one purchase online and business respondents were required to have regularly sold items online. For shoppers, 50+ questions were asked to 29,000 respondents across 29 countries (1,000 per country), and 50+ questions were asked to 5,800 respondents in 28 countries worldwide, with an equal split across demographics – where possible. Note Morocco did not have a large enough number of business respondents to be included in the business data, as such, results for this country are not included. The countries chosen for this survey represent some of the most active e-commerce markets across the globe. Where percentages do not equal 100%, this is due to certain questions having multiple-choice options. Where there is a deviation of percentages over 100%, this is due to rounding of answer options. Not all data from the survey is displayed on this page or within our report. Country, regional, generational, shopper and business profile data is provided, but this does not reach a level of statistical significance to make definitive statements about specific groups globally. Figures are correct at the time of publishing.}

Explore even more trends from the current and past reports:

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